Age of the Customer
Insights
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Forrester Analyst Takes For Digital Content In 2026
A Year Of Practicality Will Increase Adoption And Reduce AI Content Waste It has been three years since generative AI began creating content. The results (so far): high investment with limited adoption and questionable business results. According to Forrester’s State Of AI Survey, 2025, three-quarters of AI decision-makers across North America, Europe, and Asia Pacific […]
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Wielding The Double-Edged Sword Of Software Engineering Insights
People in software development tend to have mixed feelings about metrics. On one hand, many developers have computer science or engineering backgrounds and are comfortable with numbers. They use metrics to find opportunities for optimization. Just as you can’t make a compiler faster unless you know how long it takes and where, you can’t make […]
What It Means: A Forrester Podcast
Forrester analysts provide their perspectives on the latest business and technology headlines.
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India’s DPDP Act: A CIO’s Roadmap To Compliance And Competitive Advantage
India's Digital Personal Data Protection Act is now fully operational, and it applies to all organizations that process the digital personal data of individuals in India. Read five recommendations for CIOs to respond.
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Act On Real-Time Insights With A Consumer Intelligence Platform
Consumer intelligence platforms help marketing and consumer insights leaders leverage real-time insights to better understand their customers (current and prospective), refine their marketing and product strategy, and monitor and manage their brand’s reputation. Learn some of the top use cases for these platforms in this preview of our new report, The Consumer Intelligence Platforms Landscape, Q4 2025.
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From Prompts To Presents: The Marketer’s Guide To Answer Engine Optimization
Answer engines such as OpenAI’s ChatGPT and Google’s AI Mode will deliver convenience to holiday shoppers. Brands: Provide resonant, technically sound, fresh content to improve your chances of persuading shoppers throughout their journeys on answer engines’ results pages.
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Microsoft Ignite 2025: Living The Frontier Lifestyle
At Microsoft Ignite 2025, Microsoft outlined a vision for the “frontier” organization: one dramatically transformed through AI and AI agents. Learn about some of the major announcements and our analysis here.
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TBM Conference 2025: Why IT Finance Leaders Must Act Now
I just got back from TBM Conference 2025 in Miami, where more than 800 practitioners, vendors, and consultants gathered to discuss the future of technology business management (TBM). The message was clear: TBM is more approachable than ever before. It’s also becoming a foundation for cost transparency and value alignment outside of IT. Here are […]
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Death, Taxes, And Estate Settlement: The Unholy Trinity Of Stress
When it comes to estate settlement, customers want three things from their banks: clear guidance, responsive service, and digital tools that work. Banks have an opportunity to step up and make estate settlement less painful. Find out how to get started.
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The Race To Agentic Payments: Where We Are Now In US B2C E-Commerce
This blog answers five key questions about agentic payments and provides a timeline of key events in agentic commerce and AI-assisted payments.
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Cloudflare’s Outage: Another Wake-Up Call For Cloud Resilience
Some of the biggest online platforms in the world were recently knocked offline by an automatically generated configuration file that grew too large. In a world plagued by security threats, operational failures can still happen even in your favorite cloud service. Find out why and how to reduce your risk.
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Announcing The Forrester Wave™: Digital Experience Platforms, Q4 2025
You’re already feeling it. Each vendor’s site is a live demonstration of its platform’s capabilities. Optimizely leans into experimentation-led personalization; Adobe’s Experience Platform is orchestrated with precision; Salesforce blends CRM depth with conversational interfaces; Sitecore showcases agentic flows that guide content and conversion. These aren’t static pages. They’re dynamic systems that anticipate your needs, route […]
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Make Better AI-Enabled Customer Decisions With Real-Time Interaction Management Software
In an ideal world, brands would focus on ensuring that their customers realize value. But organizations struggle with cross-functional collaboration, conflicting team metrics, and strategies that prioritize revenue growth over total experience. And that’s just the business side — technology infrastructure can be just as problematic. Although there’s no simple solution, investments in real-time interaction […]
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Predictions 2026: Cloud Outages, Private AI On Private Clouds, And The Rise Of The Neoclouds
Cloud in 2026 will be defined by two major races: the hyperscaler race to build AI-native cloud infrastructure and the enterprise race to craft meaningful AI strategies. Our predictions break those down.
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In Times Of Supply Chain Volatility, Logistics And Fulfillment Take Center Stage
Thanks to concerns about tariffs and geopolitics, Forrester clients are expressing a keen interest in the impact of technology on fulfillment. You might have seen that we wrote about the rediscovery of route optimization and the emergence of transportation grids in earlier research. But now our clients ask: 1) Are parcel freight and less-than-truckload (LTL) […]
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Call For Entries: Forrester B2B Summit North America 2026 Awards
Have you driven cross-team alignment that’s fueled results or achieved excellence in a particular area of marketing, sales, customer engagement, or product? Share your story for a chance to join us on stage at B2B Summit North America.
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Key Takeaways From The Singapore FinTech Festival’s 10th Anniversary
Last week at the Singapore FinTech Festival’s 10th anniversary, I sat down with senior leaders across payments companies, fintechs, and banks. What they told me — and what I witnessed on the show floor — revealed five forces reshaping the industry: Agentic payments are moving from experiment to competitive weapon; payments-specific foundation models are emerging […]
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Slot New Robot Workers Into Your Business Workflows
Paul Miller explores IFS’s and SAP’s visions for a future when robots will be integrated into the tools already used to manage human workers.
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Key Takeaways From The Google Cloud Digital Sovereignty Summit 2025
Europe is racing to balance AI innovation with digital sovereignty. At the Google Digital Sovereignty Summit, leaders discussed sovereign cloud solutions, partnerships, and policies shaping secure, compliant growth. Discover why sovereignty is now a business imperative and how Google Cloud is driving this transformation.
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Predictions 2026: Payments Innovation Takes Root, But Don’t Expect Overnight Change
The payments landscape has been steadily reinventing itself, and 2026 is shaping up to be a year when the seeds of innovation finally sprout. 2026 is about watching new ideas — such as agentic payments, stablecoins, and next-gen biometrics — take root. Learn more in our 2026 payments predictions.
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ITC Vegas 2025: AI Wonderland
The 10th ITC conference centered heavily on the shift from AI hype to practical, scalable implementation across the insurance value chain.
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