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
Blog
Context Engineering And ContextOps: The Missing Foundation For Scaling Agentic AI
Over the past two years, enterprise AI conversations have focused heavily on models, agents, and infrastructure. Organizations have evaluated foundation models, experimented with agent frameworks, invested in AI-native cloud architectures, and raced to deploy copilots and autonomous systems. Yet many of these initiatives have encountered the same obstacle: agents are only as effective as the […]
Blog
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 […]
Blog
Open-Weight Models Are Proliferating, But The Platform Race Matters More
Last week, AI startup Reflection released a new open weight model, Beam, claiming parity with leading Chinese open models and at only “a fraction of the token cost and inference time.” Days later, Mistral introduced open-weight model Mistral Large 4 (ML4), nicknamed Le Chonk in reference to its 1 trillion parameters. Taken together, these models […]
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Portfolio Marketing’s AI Honeymoon Is Over — Now The Real Work Begins
Most portfolio marketers have experienced their first AI victory — and probably their second, maybe even their third. They’re producing content faster. Competitive analysis is much easier. They may have even created a synthetic buyer persona. Nailed it! Mission accomplished! MBO unlocked! But not so fast. We still need to answer the question, “How should […]
Frequently Asked Questions
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
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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Why MuleSoft, Not Agentforce, Is Salesforce’s Most Strategic AI Asset
MuleSoft Agent Fabric is MuleSoft’s recent enhancement to deliver an agentic AI control plane. During the Dreamforce keynote, I noticed something subtle but significant. I didn’t see “MuleSoft Agent Fabric.” Instead, I saw “Agent Fabric,” with the MuleSoft branding dropped and the Salesforce logo replacing the Mule logo in the UI. Forrester sees agentic AI […]
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
Dreamforce 2026: Salesforce’s Latest Attempt At IT Service Management
I walked into my first Dreamforce as a skeptic. Salesforce has made several attempts at IT service management, and none of them have provided the technical depth needed by IT teams. After a single briefing on the latest product and then months of silence, I had filed the effort under another short-lived experiment. The pre-announcements […]
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Embrace Responsible AI To Forge The Trusted Future
As AI systems become more autonomous, security alone isn’t enough to build trust. Learn how responsible AI helps organizations govern AI agents, manage emerging risks, and keep systems aligned with business goals and values.
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Multiplayer AI — Your Impending (And Accidental) Standard
Where you do work is changing. At the Dreamforce 2026 Slack keynote, Boris Cherny (the head of Anthropic’s Claude Code) approximated that 90% of his coding is done in Slack. Why is he using a chat tool to code? And how? Forgive the immediate use of a buzzword, but the answer to both questions is […]
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SAP Connect 2026: Four Decisions CIOs Must Make Before SAP Agents Execute Enterprise Work
SAP wants its process knowledge to become the operating context for enterprise agents. CIOs should decide where to grant that authority while retaining ownership of company knowledge, agent learning, and outcome measurement.
Blog
AI Is Hiding Concentration Risk In Plain Sight
Concentration risk used to be easy to picture: one supplier, one system, or one floppy disk seller. But in the era of AI, the single point of failure has learned to hide. Different AI providers can quietly converge on the same testing firm, infrastructure, data source, or control (i.e., a shared assurance mechanism). The danger […]
Missed The Journey Mapping Webinar? Watch The Replay.
Discover how leading organizations use journey decision systems to guide planning, funding, design systems, and governance — without adding more complexity.
Blog
UiPath FUSION 2026: Why Adaptive Process Orchestration And Autonomous Testing Matter For Enterprise AI
Why UiPath’s Strategy Aligns With Enterprise AI Adoption At this year’s UiPath FUSION event, we saw a clear shift in how automation vendors are positioning AI. Rather than promoting AI-first visions, UiPath emphasized trust, governance, and integration with existing automation investments. Based on the announcements and roadmap discussions, we believe UiPath’s strategy is well aligned […]
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Global Manufacturing’s Software-Led Reset: From Cost Advantage To Adaptive Manufacturing
We’ve been working on a technology investment forecast for global manufacturing with our colleague Paul Miller. For decades, manufacturers used to compete through scale, labor arbitrage, and optimized global production networks. But tariffs, geopolitical fragmentation, workforce shortages, volatile energy prices, and rising customer expectations are now forcing them to rethink value creation. Software-defined manufacturing, industrial […]
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Microsoft FabCon 2026: Enterprise AI Needs A Governed Context Layer, Not Just Data
Microsoft is steadily repositioning Fabric from a unified analytics platform into a governed context layer for enterprise AI. An agent answering a revenue question needs to know which measure applies, how customers and transactions relate, and what information it may use. At FabCon and SQLCon in Barcelona, Microsoft showed how Fabric IQ, OneLake, Power BI […]
Blog
Agentic Commerce Exposes The Missing Dimension In Product Data
As agentic commerce takes hold, traditional product attributes won’t be enough. Learn why merchants need product data that answers shoppers’ real-world questions about fit, use, and outcomes, and how to start making that shift.
Blog
UnitedHealthcare Wins Forrester’s 2026 Data & AI Impact Award For NA
Forrester’s 2026 Data & AI Impact Award recognizes organizations that are scaling AI beyond individual use cases to drive meaningful business outcomes through trusted, enterprisewide data and AI capabilities. This year’s winner exemplifies how a strong foundation of governance, enablement, and responsible AI can turn innovation into lasting organizational impact.
Missed The Journey Mapping Webinar? Watch The Replay.
Discover how leading organizations use journey decision systems to guide planning, funding, design systems, and governance — without adding more complexity.
Blog
Forrester’s 2026 Technology Strategy Impact And Enterprise Architecture Awards Winners For NA
Forrester’s 2026 Technology Awards recognize organizations that are using technology strategy and enterprise architecture to drive meaningful business outcomes. This year’s North America winners showcase how leading firms are translating innovation, AI, and modernization efforts into measurable impact at scale.
Blog
Meta, Amazon, And The Real Question About Agentic Commerce
Recent media reports have highlighted Amazon’s decision to block Meta’s Muse AI agent from making purchases on its marketplace. Muse has quickly gained attention for its ability to research products, complete tasks, and shop on behalf of consumers, while Amazon appears focused on maintaining direct control of the customer relationship and checkout experience. Retailers Should […]
Blog
There’s A Consumer AI Trust Gap In Financial Services, But The Solution Is Surprisingly Simple
Today, as a society, we agree on little: Politics. Climate. Health. Whether a hot dog is a sandwich. But one topic is bringing us back together: artificial intelligence! According to Forrester’s Consumer Benchmark Survey, 2026, nearly nine in 10 online adults in the US and the UK have at least heard about AI, but ubiquitous […]
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