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.
Discover how Forrester supports data, AI, and analytics leaders.
Insights
Blog
Trustworthy AI Won’t Scale Without A New Quality Playbook: Forrester Offers One
AI Trust Starts Before Production AI-infused applications are moving into production faster than most enterprises can prove that they are safe, reliable, explainable, or even useful. This gap is now one of the biggest barriers to scaling AI. Our report, Trustworthy AI Starts With Testing And Evals, Not Deployment, makes a simple but urgent call […]
Blog
Banks Are Building Private Models, But The Model Is Not The Moat
Discover why financial institutions are using transaction foundation models and proprietary data to build a lasting AI advantage.
Blog
The Market Is Finally Making Fine-Tuned Models Happen
After years of vendors heralding the arrival of fine-tuned models to save enterprises from the latency, unpredictable costs, and strenuous upgrade lifecycles of cloud-based model APIs, the moment for fine-tuned models has finally arrived. While frontier models are massive, general-purpose, and must be run from cloud servers, fine-tuned models (mostly composed of post-trained open-weight models) […]
Blog
AI Agents For Marketing Are Here: Are You Ready?
AI agents for marketing are no longer a future state — they have arrived. Eighty-three percent of B2C marketing decision makers report actively implementing agentic AI into their workflows, and 85% agree that it’s delivering meaningful business value in their marketing efforts. With the rise of AI platforms like Claude and ChatGPT, and the majority of […]
What are AI insights?
AI insights are the meaningful patterns and learnings generated by applying artificial intelligence to data. They help organizations uncover trends, predict outcomes, and make more informed decisions by turning large volumes of information into actionable business intelligence.
Why is an AI strategy critical for businesses today?
An AI strategy ensures that investments in data, models, and talent support business goals rather than isolated experiments. It helps organizations prioritize use cases, manage risk, and focus resources on initiatives that deliver measurable value and competitive advantage.
What challenges do organizations face when adopting artificial intelligence?
Organizations often face challenges with data quality, talent shortages, and integrating AI into existing systems and workflows. Governance, ethics, and trust are also major concerns. Successfully adopting AI requires both technical capabilities and effective organizational change management.
How do companies measure AI adoption success?
Companies measure AI success by outcomes and adoption. Common metrics include time to value, ROI, model performance, and how widely AI tools are used across teams. Ongoing measurement ensures that AI initiatives deliver sustained impact, not just technical results.
How does Forrester help clients with AI insights and strategy?
Forrester helps leaders turn AI insights into decisions and action. Through research, frameworks, and advisory support, Forrester guides organizations in assessing maturity, selecting technology, aligning teams, and reducing risk to achieve real business outcomes from AI.
Blog
Answer Engines: How Five CPG Brands Are Winning
As consumers increasingly turn to answer engines to research products, brands must ensure that their content is visible in AI-powered experiences.
Blog
CIOs: XaaS Doesn’t Mean You Need Bigger Budgets
Global tech spend grew 30% from $4.0 trillion in 2020 to $5.2 trillion in 2025. Yet data from Information Services Group (ISG) indicates that spend per user was flat. In fact, the global spend per user benchmark from ISG fluctuated between $15,000 and $16,000 each year from 2020 and 2025. This suggests to CIOs that […]
Blog
Manufacturing’s AI Future Will Be Decided At The Gemba
Like us, you’ve probably noticed that over the past two years, most discussions about AI in manufacturing have focused on what LLMs can do for engineers, planners, and other knowledge workers. Vendors have showcased copilots that summarize documents, answer questions, and generate content. Those capabilities matter, but they may not be where manufacturers ultimately realize […]
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.
Blog
People Make The AI Reinvention Engine Work
A conversation with David Walker, former chief technology officer of Westpac and technology leader at DBS AI models may increasingly provide the intelligence for how your workflows run, but people determine where AI is applied, which work should change, how risks should be assessed and prioritized, and how value will be measured. Those aren’t entirely […]
Blog
The Boring Truth About AI
Everyone and their grandmother is talking about AI, and it’s just not interesting anymore. Let’s face it, once a technology topic becomes kitchen-table conversation fodder, tech pros grow weary of discussing it. Yet every vendor has a “game-changing” solution you should buy, every staffing firm has highly trained AI specialists, and your neighborhood barista can […]
Blog
AI Can Rewrite Code, But It Cannot Recover Intent
For decades, critical applications have accumulated business rules, integrations, workarounds, and dependencies faster than organizations could document them. Documentation is incomplete, the original developers have moved on, and application specialists are retiring — taking their with critical institutional knowledge with them. The result is a business problem disguised as a technology challenge. Modernization teams encounter […]
Blog
Intent Is The New Epicenter Of Agentic Security
Cybersecurity spent decades trying to stop things from happening, identifying them, and then investigating what happened. Agentic AI challenges us with a much more difficult question: What was the system trying to do? Agents don’t just execute instructions. They interpret objectives, select tools, access data, cross systems, and change tactics. In most cases, a user […]
Blog
Stripe Is Acquiring OpenRouter To Control The AI Consumption Layer
On August 19, Stripe agreed to acquire OpenRouter in a deal valued at more than $7 billion. OpenRouter gives enterprise buyers access to more than 400 AI models through a single interface so they can compare, select, and switch models without building separate integrations for each provider. This is one of Stripe’s most ambitious moves […]
Surface Your B2B Brand In AI Results
Answer engines are shaping vendor evaluation earlier in B2B buying. Learn how to gain visibility in AI-generated recommendations, build credibility, and attract higher-intent buyers through AI-powered discovery.
Blog
Enterprise Architects Must Choose: Agentic Runtime Architecture Or Agent Sprawl
Every era of enterprise technology has added a defining layer to the stack. Mainframes gave us the system of record. Client/server gave us applications. The web gave us services and APIs. Cloud gave us elastic infrastructure. Now agentic AI is adding the next layer. Where the application layer executed instructions, the agent layer intercepts business […]
Blog
Claudeforce: The AI Interface Salesforce Never Built
Salesforce’s Claudeforce announcement ushers in a new era for CRM. This partnership establishes the technical and business connection to embed Sales Cloud data, workflows, and security controls directly into Claude Cowork through Salesforce-hosted MCP servers and plugins (with more Salesforce clouds promised in the future). Sales teams can now work directly within Claude Cowork instead […]
Blog
2026 H1 Enterprise Software Earnings Reveal A New Vendor Power Play
H1 2026 earnings season told the story vendors wanted told: AI attach rates climbing, cloud backlog compounding, and platforms expanding into adjacent workflows. ServiceNow sustained approximately 19% subscription growth while increasing its 2026 AI commitment to $1.5 billion. Salesforce grew Agentforce annual recurring revenue to $1.2 billion, even as core revenue growth slowed into the […]
Blog
Does Your “Agent Governance” End Up Governing Everything But The Agent Itself?
Most enterprises govern the systems around AI agents, not the agents themselves. They control credentials, log tool calls, and route high-risk actions to a human approver. These are useful controls, but they were designed for software that follows instructions. Agents reason at runtime, and that reasoning can turn compliant actions into a noncompliant outcome that […]
Blog
Too Many AI Use Cases, Too Little Impact
Organizations are flooded with AI ideas, pilots, and proofs of concept, yet many struggle to translate them into measurable business outcomes. The problem is not a lack of AI use cases. The problem is prioritization. Learn how to evaluate AI opportunities through the lens of business value, impact, feasibility, and strategic alignment to focus investments where they deliver the greatest return.
What Makes AI Recommend One Brand Over Another?
Answer engines are reshaping the ways consumers discover brands. Learn how to increase the likelihood that AI-powered search mentions, cites, and recommends your brand before shoppers ever visit your site.
Blog
Turn AEGIS Controls Into An Agentic AI Security Stack
Agentic AI creates control, technology, and purchasing problems. Security leaders need to know the controls that they must satisfy, the technologies that can satisfy them, where existing tools already provide coverage, and where a new investment actually fills a gap. Far too often, we see clients conducting that process in reverse order … trying to […]
Blog
Chasing AI Won’t Save You From Ignoring Endpoint Security
The rush to adopt AI and agentic technologies is capturing security leaders’ attention, but it risks overshadowing the controls that stop attacks before they start. Learn why strong endpoint protections remain essential for reducing risk, limiting exploitation paths, and enabling secure AI adoption.
Blog
Your AI Strategy Already Made A Risk Decision. Have You?
How do you know when an AI use case is too risky to pursue? The answer has less to do with the technology itself and more to do with whether your organization has the governance, processes, and decision-making discipline needed to support it.
More posts