AI Insights
The integration of artificial intelligence (AI) is revolutionizing how organizations operate, offering unprecedented opportunities to boost efficiency and drive innovation. Yet, alongside this immense potential comes a layer of complexity that requires deliberate strategy. AI is doing more than just enhancing systems; it’s reshaping how organizations allocate resources, advance capabilities, and achieve growth. Its influence touches every corner of an operating model, challenging leaders to not only capture the power of AI but to create meaningful value with it. The path forward is both exciting and intricate, filled with the promise of transformation and the need for thoughtful navigation. Get the latest AI insights and strategic perspectives from Forrester analysts and experts.
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Insights
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When Things Go Wrong With A Commerce Task, Many Consumers Will Blame The Answer Engine
We asked consumers in the US, the UK, and Canada who they would hold responsible for issues when they use an answer engine to complete commerce-related tasks. Consumers might take personal responsibility for some issues (such as feeling that their prompts hadn’t been targeted enough) or might even hold the brand they ordered from responsible. […]
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Intelligent Finance: From Digital Experiences To AI‑Orchestrated Financial Outcomes
Explore Forrester’s intelligent finance research and learn how financial services leaders can deliver AI‑orchestrated financial outcomes.
Scale Your AI Strategy To Maximize ROI
Unlock the blueprint for AI success. Discover how to align strategy, prioritize impactful use cases, and close the talent gap — everything you need to expedite ROI and achieve tangible success through AI.
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The Private AI Model Explosion
In five years, 70% of the revenue created by AI will be in private models, not public ones. Why? In a word, trust.
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The Future Is Now: Agentic AI Redefines Responsible AI
A month ago, I launched new research on responsible AI (RAI) solutions. Forrester defines RAI solutions as software ensuring that organizations’ AI models and systems are explainable, accountable, and trustworthy. In that research, I redefined RAI in three critical components of explainability, accountability, and trustworthiness. Some technology vendors declined to participate, stating that responsible AI is […]
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No, You Can’t Just Vibe Code Commerce — Yet
“What coding?” Vibe coding is the cute term for using genAI systems to create, debug, or update programming code. People can use it without knowing how to write a line of code themselves. What this means: Lots of people are generating code they don’t understand. It’s not just developers using these tools to code faster; for example, it’s schoolteachers writing their […]
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Mobile World Congress 2026: From 5G Hype To AI Hope
MWC 2026 in Barcelona made one thing clear: The 5G hype has finally cooled, and the industry is sprinting toward what’s next. While I was on the ground navigating the chaos of the Fira, my partner Octavio was tracking the global signals from the digital sidelines. Between my sore feet and his high-level view, we’ve […]
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Power Couple OpenAI + Amazon May Have Just Won Consumer Agentic Commerce
As the Shopify-OpenAI partnership appears to be ending, a new alliance may be set to dominate. Learn how it could unfold and what the implications may be.
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The Latest Enterprise Software Earnings Reveals CIOs’ Risks And Leverage
Enterprise AI adoption is early and uneven, but consumption pricing shifts budget risk to CIOs now. Use the gap between vendor narrative and operational reality as negotiation leverage.
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Do You Use AI Moderators For Customer Research? I’d Love To Hear From You
AI is transforming how experience research is conducted — from planning to analysis — thanks to new tools like AI moderators. If you are a research vendor offering AI moderators or a researcher who has used AI-moderated interviews, I want to talk to you.
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AI Is Reshaping Marketing, And CMOs Must Lead The Transformation
AI represents an unparalleled opportunity to drive innovation, efficiency, and scale. But it isn’t a shortcut to progress — rather, it’s a stress test for leadership clarity.
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Human Insight, Amplified: How Forrester Is Reinventing Research For The AI Era
Forrester is redefining research for the AI era by amplifying human intelligence — not replacing it. Our trusted, accountable insight is now embedded directly into everyday workflows through Microsoft Teams, bringing expert judgment to the moment that decisions are made.
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The Future Of B2B GTM Isn’t Human Versus AI
AI has long been embedded in the B2B tech stack and go-to-market workflows. The sudden ubiquity of generative AI and, now, the promise of agentic AI have catalyzed rapid, intensive change — and driven the need for a harmonious human-AI coexistence.
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When Code Is Free, What’s Left To Sell?
As code becomes cheap and abundant, software vendors must rethink what customers actually pay for. Durable differentiation shifts from features to outcomes, expertise, and trust.
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What It Means That The Leader In “Agentic Commerce” Just Pulled Back
OpenAI has nixed its instant-checkout functionality, which enabled shoppers to complete their orders directly in ChatGPT. Read what this shift means for merchants.
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When The Cloud Comes To Town: How Energy, Communities, And Accountability Need A Rethink
The rapid expansion of AI-driven data centers transforms what once seemed like invisible, back-end digital infrastructure into a highly visible, very localized challenge. According to Forrester’s US Tech Market Forecast, 2025 To 2030, AI could add 1.3 to 1.7 gigatons of carbon emissions annually, equivalent to 2–3% of global emissions. Additionally, global data center demand […]
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Anthropic Doubles Down On Agentic For The Enterprise
Anthropic’s push into agentic AI highlights a core enterprise challenge: Speed alone is not enough. It's governance, trust, and accountability that determine real value.
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Unlock The Zero‑Click Buyer Data Hiding In Your Bot Traffic
Business buyers are researching you long before they ever click on your site — and increasingly, they’re not clicking at all. Zero‑click behavior is surging, with buyers relying on answer engines and genAI tools as their first stop for gathering information, comparing vendors, and evaluating solutions. Marketers are stuck guessing how they influence buyers through […]
Stop Losing B2B Buyers Before They Ever Reach Your Site
Watch this on-demand webinar to learn how AI search, answer engines, and answer engine optimization (AEO) are rewriting B2B buyer journeys — and get plays to protect your pipeline, boost visibility, and earn trust.
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How To Shape AI At B2B Summit: From Ideas To Execution
With The Fray joining as a featured performer, this year’s B2B Summit inspired a creative reimagining of “How to Save a Life” through a Forrester lens. This post reflects the real conversations B2B leaders are having right now: how teams align, how leaders decide what to change, and how AI is shaped into something useful, human, and measurable.
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The Copilot Reality Check: What Enterprise Adoption Data Reveals About The AI Boom
While hyperscalers build data centers and GPU makers struggle to meet demand, a different story is unfolding in enterprise IT organizations. Conversations with CIOs and CDOs reveal key patterns behind adoption — and why most organizations remain in pilot mode.
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Strategically Building The Future Of AI With Value: Meet Kevin A. Ogunsua, Principal Analyst For AI Strategy And Value
Some people see big rocks as obstacles. I move them, work around them, or build on them. I grew up on a university campus where curiosity wasn’t just encouraged but was ambient. My father was a professor. My mother was both a teacher and a tailor. At home, ideas were debated, patterns were studied, and […]
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