Age of the Customer
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Predictions 2027: CMOs Reckon With An AI Reality Check
AI’s blank check is about to expire. In 2027, CMOs will face a tougher test: proving that AI delivers enough value to justify its growing costs and risks. Discover why the next phase of AI adoption will demand sharper choices, stronger governance, and greater accountability.
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Predictions 2027: The Pursuit And Peril Of Control
More control won’t always mean better outcomes. Leaders who know where to set guardrails and how to deftly blend AI with human judgment will have a clear advantage in the year ahead.
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Predictions 2027: The AI Expectations Gap Will Emerge Between Leaders And Employees
The gap between what leaders expect from AI and what employees experience is set to widen in 2027. Discover three predictions that show why bringing people and technology together will be critical to delivering AI value.
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Predictions 2027: B2B Go-To-Market Teams Must Adapt As AI Shifts Control To Buyers
AI is reshaping B2B buying and exposing weaknesses in traditional go-to-market strategies. Explore three predictions for 2027 and what providers must do to compete on credibility, adoption, and trust.
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Predictions 2027: CX Teams Build New Muscles To Seize The AI Opportunity
After years of disruption, CX teams face a defining moment. Discover how leaders will use AI to strengthen insights, orchestrate journeys, and elevate their strategic influence while avoiding efficiency plays that erode differentiation, human connection, and customer loyalty.
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Can Automotive Brands Win Loyalty By Competing On Price Alone?
While affordability pressures remain prominent across the automotive industry, strong brands create value throughout the customer lifecycle, not just during vehicle purchasing.
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Consumers Rethink Value As Uncertainty And Inflation Persist
As Americans battle economic uncertainty and persistent inflation, they aren’t simply trading down; they’re choosing what is worth paying for. As pessimism peaks but spending remains resilient (a phenomenon we call the pessimism paradox), three distinct consumer value behaviors are emerging. 1. Maximizing to get the best — and paying for it When consumers exhibit […]
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Sovereign AI Will Decide The Future Of Sovereign Cloud Services
The sovereign cloud services (SCS) market reveals a fundamental shift: Sovereign AI is becoming the dominant force shaping buyer requirements. This change is being driven by growing geopolitical uncertainty, expanding regulatory obligations, and increasing dependence on cloud and AI platforms. Technology leaders are under pressure to reduce exposure to external dependencies, strengthen operational resilience, and […]
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Cloudera EVOLVE26: The Case For AI Anywhere
At EVOLVE26 in Singapore, Cloudera made a strategic statement that the next phase of enterprise AI will be defined by where AI runs, what data it can access, and how securely it operates at scale. Cloudera announced the Anywhere Cloud, positioned as the foundation of its “cloud anywhere, data anywhere, AI anywhere” strategy across public […]
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Announcing Forrester’s 2026 Security & Risk Enterprise Leadership Award Winner: CITGO
CITGO is the winner of Forrester’s 2026 Security & Risk Enterprise Leadership Award. See how the company embeds security, risk management, and trust into business decisions, operations, and emerging technology planning.
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Ten Rules For Building A Sustainable B2B Webinar Program
Webinars are one of the most effective ways to engage audiences at scale and should be a critical component of an integrated event strategy. Yet many B2B marketers still treat them as standalone broadcasts, focusing on delivery while underinvesting in audience development, follow-up, and content activation. In contrast, leading practitioners connect the live event to […]
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Make Customer Obsession Machine-Readable
My bread is flat — again. Every week, my online grocery delivery shows up. Every week, I return something fragile, like fruit, bread, or crisps (that’s potato chips to you), because a packing robot in the dark warehouse decided to put a five-kilo bag of cat litter or a 10-pack of beer on top of […]
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Marketing’s Next AI Challenge: Scale What Works Without Losing Control
At this year’s Marketing AI Conference (MAICON), I noticed a shift in how marketing leaders are approaching AI transformation. The conversation is moving beyond AI literacy and individual productivity toward building repeatable workflows, developing AI agents, and making these capabilities part of everyday work. Many of the sessions highlighted marketing’s next challenge: empowering teams to […]
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TalosCon 2026: The Winning AI Strategy Is To Preserve Choice
Enterprises spent the last decade reducing risk through multicloud and resilience strategies. AI could bring that risk back. One of the strongest themes at TalosCon 2026 was the increasing concentration of AI capabilities, infrastructure, and investment among a relatively small number of providers. For technology leaders, the bigger concern isn’t competition but rather dependency. Every […]
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For Service Providers, AI Giveth And AI Taketh Away
In Q2 2026, service provider revenues were up a little, bookings were mostly flat, and revenue/employee were up nominally. The technology services industry has struggled to grow over the past two years as AI accelerates service delivery, thus undermining its core engine of growth: headcount and billable hours. Beginning late last year, providers began to […]
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AI Won’t Save RevOps — It Will Redefine It
AI is absorbing many of the activities that have traditionally defined revenue operations. That doesn’t make RevOps irrelevant — it makes its current mandate obsolete. Learn why RevOps leaders must shift from operating processes to architecting how people, data, technology, and AI make and execute revenue decisions.
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So You Think You Have A Marketing AI Agent?
It’s time to delineate what is and what is not an AI agent for the marketing function. The ferocious pace of AI technology innovation, coupled with runaway AI hype and a relentless flood of vendors offering AI agents — most with de rigueur anthropomorphized names — creates an environment in which the meaning of AI […]
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Use Forrester’s Total Experience Score And Growth Grid To Accelerate Revenue
Forrester’s total experience framework is an excellent way for companies to measure performance with prospects and customers alike. Our growth grid (see below) maps brands into one of four quadrants: leading, churning, plateauing, and lagging. A successful growth strategy propels brands into the leading quadrant and, for brands already there, strengthens their position. But growth […]
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Prime Big Deal Days 2026: Retailers Pull Forward Holiday Shopping
We reviewed 116 brands and retailers to see how they responded to Amazon’s October Prime Big Deal Days 2026 event. Learn more.
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GRC Customers Have Spoken: Four Market Realities Vendors Can’t Ignore
This week, I published the Buyer’s Guide: Governance, Risk, And Compliance Platforms, 2026, summarizing how satisfied clients are with their governance, risk, and compliance (GRC) platforms. The report is based on customer reference data from The Forrester Wave™: Governance, Risk, And Compliance Platforms, Q2 2026. Speaking to customers during evaluative research processes is my favorite […]
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