Age of the Customer
Insights
Blog
Younger Buyers Are Reshaping Business Buying In Asia Pacific — Are You Ready?
Seventy percent of business buyers in the APAC region are Millennials or Gen Zers, which is shaping the region’s buying dynamics in profound and irreversible ways.
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Multiply B2B Growth: Why Your Ideal Customer Profile Alone Isn’t Enough
If ICPs alone were enough, pipelines wouldn’t stall and growth wouldn’t slow. Learn what's missing and what to do about it.
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REAP: A Modern Application Disposition Model For An AI And Cloud Economy
The cloud era, application modernization, and “AI-first” principles are making existing portfolio models obsolete. Learn how Forrester’s new REAP framework can help IT leaders manage today’s tech portfolios.
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Premium Meta? A Small Yes, A Loud No
Meta will begin testing paid subscriptions on Instagram, Facebook, and WhatsApp in “the coming months.” How much will it cost? Unknown — pricing has yet to be announced. But subscription tiers will reportedly offer upgraded AI tools with productivity and creativity features. This includes expanded Meta AI capabilities, integration of the company’s newly acquired Manus […]
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US Retail In 2030: E-Commerce Expands, Stores Still Matter
Forrester’s US Retail E-Commerce Forecast, 2025 To 2030 reveals steady growth across total retail, online sales, and store-based spending. Learn more about the key trends and where to find more detailed data and insights.
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Elevating Customer Experience Through Engaging Events
In 2026, consumers will lean into a yearning for in-person experiences and connection. Events offer unmatched opportunities to deepen connections, build trust, and create memorable brand moments. Our latest CX Cast episode features Forrester VP of Global Events Tavar James on making the most of these experiences.
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Manage The Emerging Costs Of Agentic Commerce By Taking A Cue From Drop-Shipping Strategy
The costs of selling in answer engines — like many things related to agentic commerce — are not entirely clear. Understand the steps to crafting a strategy to integrate agentic commerce into your business operations.
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The Top Trends Shaping The AR Automation Ecosystem In 2026
Why are leading organizations investing in accounts receivable (AR) automation solutions? Over the past few years, AR has evolved from a back-office billing function into a strategic lever for customer experience (CX), risk mitigation, and working capital optimization. Generative and agentic AI now deliver the speed, scalability, and intelligence to transform AR operations at scale. […]
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Pay For The Tractor, Not Just The Farmer: The New Services Pricing Paradigm
The age-old practice of paying providers only for their time does little to motivate them to do anything other than jack up their hours. To overcome the disincentives from squeezing providers on hourly rates, tech leaders add layers of contract terms for penalties, controls, and oversight yet still bear the brunt of the blame when […]
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Ready For Moltbot To Crack Its Shell And Spill Into Your Environment?
The (AI) Butler Did It If you hang out in the same corners of the internet that I do, chances are you’ve seen Clawdbot (now renamed Moltbot), the AI butler in action. You’ve seen the screenshots that show empty inboxes that an AI cleaned up. You likely read stories about personal bots that write code […]
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Three Questions That Will Define AI In 2026
Forrester’s State Of AI Survey, 2025 of 1,400 global decision-makers shows rapid AI adoption — but slow progress on governance, security, and financial impact. As firms push into 2026, three questions will define AI’s trajectory: linking AI to real business outcomes, moving beyond quick wins, and building the trust foundations needed for sustained value.
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Capital One’s Acquisition Of Brex Signals A New Era For B2B Fintech
From Prediction To Reality: B2B Fintech Brex Acquired By Capital One Capital One’s acquisition of BlueTarp Financial in 2019 bolstered its B2B financing and trade credit solutions for business sellers (from the AR perspective). Now, with the acquisition of Brex, Capital One completes a crucial piece for B2B buyers in the AP process. This landmark […]
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Five Findings About Today’s Market And Competitive Intelligence Programs
Discover five key insights from our latest survey on market and competitive intelligence programs. Learn how teams deliver strategic value, leverage platforms and genAI, and overcome challenges in measuring impact.
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TikTok Seals The Deal With New US Joint Venture
The platform's staying power proves just how embedded it is in US culture. But is the new deal a win for consumers, creators, and advertisers?
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Mastering An Effective Executive Tabletop Exercise: Deriving Maximum Value And Impact
So you’ve decided to run an executive tabletop exercise (TTX) and pulled off the Herculean feat of getting it scheduled. Will this be a career-limiting move or career highlight? Let’s go for the latter. Done right, a good TTX will drive tremendous value for the company and garner you accolades. I have yet to do […]
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Overcome Discord And Value Erosion With Value‑Aligned Metrics
Value-aligned metrics are like a jazz band agreeing on the harmony. What happens if they don’t? Imagine you’re in a late-night jazz club. A trio settles into a smooth groove. Then the sax takes off in one direction while the bassist heads in another. The drummer adjusts, trying to pull it together. The room feels […]
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DBS Bank’s Billion-Dollar AI Dream — Realized
Around this time two years ago, I published a blog announcing my report, Case Study: DBS Bank’s Billion-Dollar AI Banking Dream. It detailed how this Singaporean bank built and directed its AI capabilities to benefit its customers, business lines, employees, and shareholders. The total economic value the bank had derived that year (i.e., by end […]
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Are You Ready To Evolve Decision-Making With Digital Insights?
Digital intelligence (DI) is no longer a nice-to-have — it’s a competitive necessity. As customer expectations evolve and digital behaviors become more complex, organizations must rethink how they collect, analyze, and act on digital data. Forrester’s latest research, Measure Your Digital Intelligence Maturity, introduces a comprehensive self-assessment to help digital, CX, and analytics leaders benchmark […]
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How AI Raises The Stakes For CMO-CIO Collaboration
Marketing and technology have never been more intertwined, yet effective collaboration between these functions remains elusive for many organizations. As AI accelerates transformation across workflows, this misalignment can become a liability. While collaboration improved during the pandemic, progress has stalled due to lack of goal alignment, communication failures, and conflicting priorities and budgets. GenAI And […]
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Brand Safety Essentials: Protection Meets Performance
Explore Forrester’s latest research on brand safety and suitability for 2026. Learn how marketers can balance risk, relevance, and ROI with strategic frameworks and insights from 2025 trends.
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