Age of the Customer
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Predictions 2027: Automation Initiatives Become More Considered
Forrester analyst Paul Miller introduces our predictions for Automation and Robotics in 2027.
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Basware Unveils Governed Agentic AP Automation
At Basware’s VIP customer event in Dublin last week, the company set out an ambitious direction for invoice lifecycle management. Its roadmap brings together agentic AI, invoice data, payment fraud prevention, and e-invoicing compliance. The strategy reflects how the accounts payable (AP) automation market is changing. Touchless invoice processing remains important, but it’s becoming a […]
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Predictions 2027: AI Takes Over Business Buying, But Humans Retain Control
AI will take on more of the B2B buying process in 2027, but buyers won’t hand over the final say. Discover how AI agents, human validation, and heightened risk scrutiny will reshape business buying.
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Anthropic’s S-1 Hands Enterprise AI Buyers Better Leverage
Back in June, we argued that Anthropic’s proposed IPO would change the economics of enterprise AI, reasoning that a public listing brings discipline: Pricing would “get real,” capital would chase acquisitions, and Anthropic would trade capability for cost. The public S-1, filed October 26, has the numbers we lacked a few months ago, and it […]
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HP, Ferrari, And The Convergence Of The Device Edge And The Software Edge
AI PCs need a stronger enterprise value proposition rather than more processing power. At HP’s event in Modena, Italy near Ferrari’s Fiorano Circuit last week, I saw a broader ambition: Connect devices, software, and agents to reshape how work gets done. For technology leaders, the question is whether HP can translate that ambition into integrated […]
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Predictions 2027: The Seat At The Table Comes With A Few Surprises
For about a decade, CIOs have been asking for a seat at the table. In 2027, many will finally get one, along with a stack of AI promises somebody else made and a few hundred agents nobody remembers hiring. The next phase of AI comes with a less glamorous problem: figuring out who owns what […]
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Journey Mapping Essentials: Five Lessons Every CX Leader Should Learn
Journey mapping is one of the most popular yet one of the most misunderstood and misused tools in CX. Creating maps is the easy part. Creating change is where most organizations struggle. Over the past five weeks, the CX Cast revisited five episodes that explore journey mapping from different angles, from running effective mapping exercises […]
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Predictions 2027: Prepare For New Infrastructure Demands
It’s predictions season again, and signs point to 2027 bringing a new reality check to infrastructure strategies. AI is moving into mission-critical production, geopolitical uncertainty is testing global operations, and organizations are pushing more applications and intelligence to the edge. For infrastructure and operations (I&O) leaders, that means rethinking how to source AI infrastructure, build […]
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Predictions 2027: Manufacturers Remember The Basics While Looking To The Future
Forrester analyst Paul Miller introduces our predictions for smart manufacturing and mobility in 2027.
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Europe’s Sovereign Tech Ambitions Face Their Hardest Test: Scaling Beyond Malmö (From The Matrix Conference 2026)
Sovereign Communications Need More Than Sovereign Technology At the Matrix Conference, European government and defense deployments showed why digital sovereignty increasingly depends on federation, open standards, sustainable ecosystems, and, above all, adoption. Digital sovereignty discussions often start with a familiar question: Where’s my data hosted? But the Matrix Conference in Malmö highlighted a much broader […]
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HRM Grows Up: Introducing Forrester’s 2026 Human Risk Management Solutions Landscape
Forrester announced the shift of the legacy security awareness and training (SA&T) market in 2024 to human risk management (HRM), introducing a profound change of mindset, strategy, process, and technology for managing human-related breaches. These risks posed by and to humans continue to be expansive and include established and emerging attacks, such as deepfakes, misuse […]
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The Salesforce Full-Court Press On Revenue Orchestration Platforms
The revenue orchestration platform (ROP) market is entering a new phase as Salesforce increases competitive pressure on established ROP providers. For years, providers such as Gong, Salesloft, Outreach, Aviso, Revenue.io, and others benefited from a simple reality: Salesforce was the system of record, but it was rarely the preferred place to work. Specialist providers created […]
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Predictions 2027: In Retail, Value Wins
With meaningful retail growth harder to come by in 2027, winning market share will require more than aggressive pricing or ambitious AI investments. Discover three predictions for how economic pressure, changing shopping behavior, and agentic AI will reshape retail in the year ahead.
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Predictions 2027: Digital Commerce Enters Its Post-Click Era
Forrester predicts a new era of digital commerce as AI agents take on more of the buying journey. Digital leaders will need to adapt as discovery, evaluation, and purchasing increasingly happen beyond their direct control.
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Predictions 2027: Consumers Rebel Against Invisible Influence
Consumers increasingly sense when digital experiences are designed to influence them, and they’re starting to push back. Discover three 2027 predictions for how consumers will reclaim control, disrupt AI profiling, and bypass brand websites.
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Why AI Is About To Stress-Test Your CX Strategy
So you wrote an ambitious CX strategy: Delight every customer; put customers at the center of everything; be the most trusted brand; strong statements to help create alignment and intent. But they only aim to inspire, not provide robust guidance for consistent decision-making. That limitation has been largely invisible, because employees compensate for it every […]
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The Next Generation Of CPQ Won’t Look Much Like CPQ
The CPQ market is shifting fast as AI changes what solutions can do and which providers lead. Three priorities, outlined in The Forrester Wave™: Configure, Price, Quote Solutions, Q4 2026, can help buyers choose for where the market is going, not where it has been.
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When Case Studies Are Too Much Of A Good Thing
When new customer advocacy programs are building a library of customer success stories, the selection process goes something like this: Successful customer? Check. Willing to share results? Check. Available in the right time frame? Check. Casting a wide net is the right call when building a foundation. But higher volume doesn’t necessarily improve buyer trust. […]
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Salesforce Shows What Happens When AI Has No Plan B
I enjoy extreme sports because they provide evidence of the human ability to do remarkable things when the alternative is extreme catastrophe. Psychologists call it goal-shielding: commitment to one goal can push competing alternatives into the background. History has given us a more dramatic expression for the same idea: “Burn the boats.” Put less dramatically, […]
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The Most Important Finding In This Year’s AppGen Forrester Wave™ Isn’t Who The Leaders Were
Every Forrester Wave™ identifies Leaders, Strong Performers, and Contenders. But the most important finding from The Forrester Wave™: AppGen And Low-Code Platforms, Q4 2026 is that the application generation (AppGen) market has fundamentally changed. AppGen platforms are no longer competing primarily on low-code development, workflow automation, or application delivery speed. They are increasingly becoming the […]
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