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            "post_id": 304925,
            "permalink": "https:\/\/www.forrester.com\/blogs\/ai-wont-fix-healthcare-until-leaders-redesign-the-work\/",
            "title": "AI Won\u2019t Fix Healthcare Until Leaders Redesign The Work",
            "date": "Sep 28, 2026 22:16:57",
            "excerpt": "Healthcare has a history of using technology to do a heroic amount of work. Electronic health records (EHRs) were supposed to centralize patient data, patient portals were supposed to simplify access, automation was supposed to make operations hum: Much of that didn&#8217;t happen \u2014 at least not as neatly as demos promised. And now AI [&hellip;]",
            "body": "<p><span data-contrast=\"auto\"><span data-contrast=\"auto\">Healthcare has a history of using <\/span><a href=\"https:\/\/www.forrester.com\/blogs\/us-tech-forecast-for-healthcare-demand-for-personalized-connected-care-accelerates-spending\/\"><span data-contrast=\"none\">technology<\/span><\/a><span data-contrast=\"auto\"> to do a heroic amount of work. Electronic health records (EHRs) were supposed to centralize patient data, patient portals were supposed to simplify access, automation was supposed to make operations hum: Much of that didn&#8217;t happen \u2014 at least not as neatly as demos <\/span><a href=\"https:\/\/www.forrester.com\/blogs\/openai-and-b-well-promise-greater-patient-empowerment-with-some-caveats\/\"><span data-contrast=\"none\">promised<\/span><\/a>. And now AI has entered the discussion. Across healthcare organizations (HCOs), AI is pushing leaders to rethink what work should look like. <\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">But leaders should resist treating AI like an <\/span><i><span data-contrast=\"auto\">Easy<\/span><\/i><span data-contrast=\"auto\"> button. The industry can&#8217;t automate its way out of workforce shortages. AI\u2019s value depends on how well it strengthens human judgment, trust, and <\/span><a href=\"https:\/\/www.forrester.com\/blogs\/from-care-continuity-to-care-convenience-the-shift-in-trends\/\"><span data-contrast=\"none\">care delivery<\/span><\/a><span data-contrast=\"auto\">.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<h3><b><span data-contrast=\"auto\">Workforce Readiness Is Becoming The Real AI Bottleneck<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/h3>\n<p><span data-contrast=\"auto\">Healthcare leaders are moving fast on AI, but many are moving faster on tools than on their people. This gap is risky and already visible: 80% of health insurers AI leaders say nontechnical employees understand how to use AI responsibly and ethically, yet only 42% of employees report confidence around ethical AI use. <\/span><a href=\"https:\/\/www.forrester.com\/blogs\/healthcare-and-life-sciences-turning-ai-momentum-into-lasting-value\/\"><span data-contrast=\"none\">Realizing AI value<\/span><\/a><span data-contrast=\"auto\"> depends less on whether HCOs deploy AI and more on whether they redesign work, build workforce readiness, and close trust gaps between leaders and staff.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">But this should feel familiar. EHR modernization taught the industry that technology adoption isn&#8217;t the same as workflow transformation. A tool can \u201cgo live\u201d while clinicians still experience it as one more burden, click, alert, or workaround. That pattern will repeat at greater speed if HCOs don\u2019t treat AI adoption as a workforce reinvention effort. Our research shows that the industry will continue to add jobs as AI deploys. Redesigning work will only become more urgent as genAI\u2019s influence on healthcare roles rises from 4% in 2025 to 30% by 2031.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<h3><b><span data-contrast=\"auto\">Four Steps To Make AI A Workforce Advantage<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/h3>\n<p><span data-contrast=\"auto\">Leaders need to be more deliberate about where and how AI changes work. Use these four steps to focus on making AI a practical advantage for the people delivering, supporting, and financing healthcare:<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<ol>\n<li><b><span data-contrast=\"auto\"> Create an \u201cAI friction log\u201d before scaling use cases.<\/span><\/b><span data-contrast=\"auto\"> Instead of starting with the biggest AI use case, leaders should ask the workforce to document the moments where work slows down, fails, loops, or creates avoidable frustration. This gives leaders a better way to prioritize friction-removed, rather than hype-generated, investments.\u00a0<\/span><\/li>\n<li><b><span data-contrast=\"auto\"> Put staff in the AI product-manager seat.\u00a0<\/span><\/b><span data-contrast=\"auto\"> Employees need to be treated as co-designers who shape AI. This creates a more grounded version of governance and brings clarity around how decisions are made.\u00a0<\/span><\/li>\n<li><b><span data-contrast=\"auto\"> Build moments of trust into every AI-enabled workflow.<\/span><\/b> <a href=\"https:\/\/www.forrester.com\/blogs\/trust-is-the-brand-principle-health-insurers-cant-afford-to-ignore\/\"><span data-contrast=\"none\">Trust<\/span><\/a><span data-contrast=\"auto\"> in AI will be earned in small moments: when a claims professional sees why medical codes were extracted, when a contact center agent can override a suggested response, or when a patient knows a clinician reviewed an AI-generated summary. HCOs should design these trust moments intentionally.\u00a0<\/span><\/li>\n<li><b><span data-contrast=\"auto\"> Stop funding pilots without an exit ramp. <\/span><\/b><span data-contrast=\"auto\">Healthcare is littered with pilots that never end, never scale, and never admit defeat. HCOs need a more disciplined model: Every AI pilot should have a front door and an exit ramp.\u00a0<\/span><\/li>\n<\/ol>\n<h3><b><span data-contrast=\"auto\">Turn AI Momentum Into Practical Workforce Reinvention<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/h3>\n<p><span data-contrast=\"auto\">Healthcare doesn&#8217;t need another <\/span><a href=\"https:\/\/www.forrester.com\/blogs\/himss26-a-shift-from-ai-optimism-to-operational-reckoning\/\"><span data-contrast=\"none\">technology optimism cycle<\/span><\/a><span data-contrast=\"auto\"> that ends with disappointed employees and underwhelming ROI. It needs practical workforce reinvention, which will enable AI to help HCOs expand capacity, reduce burden, and redesign work for the future. Checkout my latest report, <\/span><strong><a href=\"https:\/\/www.forrester.com\/report\/healthcare-workforce-reinvention\/RES202359\">Healthcare Workforce Reinvention<\/a><\/strong><span data-contrast=\"auto\">, and my upcoming report, <\/span><i><span data-contrast=\"auto\">US Healthcare AI Job Impact Forecast, 2025 To 2031<\/span><\/i><span data-contrast=\"auto\">, for a deeper look at how AI will reshape healthcare work, which roles face the greatest disruption, and what HCOs should do now to build an AI-ready workforce.\u00a0 <\/span><span data-contrast=\"none\">Forrester clients should:<\/span><span data-ccp-props=\"{&quot;335559738&quot;:270,&quot;335559739&quot;:270}\">\u00a0<\/span><\/p>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"none\">Schedule a <\/span><a href=\"https:\/\/www.forrester.com\/inquiry?id=4\"><span data-contrast=\"none\">guidance session<\/span><\/a><span data-contrast=\"none\"> to dig deeper into the research and what it means for your business and customers.<\/span><span data-ccp-props=\"{&quot;335559739&quot;:0}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"2\" data-aria-level=\"1\"><span data-contrast=\"none\">Consider a deeper dive via a strategy session.<\/span><span data-ccp-props=\"{&quot;335559738&quot;:135,&quot;335559739&quot;:0}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"none\">If you\u2019re not a Forrester client, <\/span><a href=\"https:\/\/www.forrester.com\/become-a-client\/\"><span data-contrast=\"none\">reach out to our sales team<\/span><\/a><span data-contrast=\"none\">!<\/span><span data-ccp-props=\"{&quot;335559738&quot;:270,&quot;335559739&quot;:270}\">\u00a0<\/span><\/p>\n",
            "category": [
                {
                    "term_id": 2242,
                    "name": "Age of the Customer",
                    "slug": "age-of-the-customer",
                    "description": "",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/age-of-the-customer\/"
                },
                {
                    "term_id": 2132,
                    "name": "healthcare trends",
                    "slug": "healthcare",
                    "description": "The healthcare industry has lagged in CX and digital transformation. Members and patients are eager for better experiences that mirror the level of service and ease they're used to from consumer experiences. Use our insights to start closing the gap and boost satisfaction.",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/healthcare\/"
                }
            ],
            "meta_desc": "Healthcare has a history of using technology to do a heroic amount of work. EHRs were supposed to centralize patient data. Patient portals were supposed to simplify access. Much of that did not happen - at least not as neatly as the demo promised.",
            "author": "Shannon Germain Farraher"
        },
        {
            "post_type": "post",
            "post_id": 305030,
            "permalink": "https:\/\/www.forrester.com\/blogs\/when-construction-work-grounds-flights-is-your-network-a-cost-center-or-a-business-critical-asset\/",
            "title": "When Construction Work Grounds Flights: Is Your Network A\u00a0Cost Center Or\u00a0A\u00a0Business-Critical Asset?",
            "date": "Sep 28, 2026 15:24:04",
            "excerpt": "On September 21, a fiber outage supporting US air traffic control operations caused significant disruptions across major East Coast airports when the primary communications circuit failed and the designated backup circuit was found to have been previously damaged by construction activity. The incident exposed how a seemingly localized network failure can quickly cascade into broad [&hellip;]",
            "body": "<p><span data-contrast=\"auto\">On September 21, a fiber outage supporting US air traffic control operations caused significant disruptions across major East Coast airports when the primary communications circuit failed and the designated backup circuit was found to have been previously damaged by construction activity. The incident exposed how a seemingly localized network failure can quickly cascade into broad operational disruption, impacting airlines, passengers, supply chains, government operations, and the broader economy.<\/span><\/p>\n<p><span data-contrast=\"auto\">While major carrier IT collapses \u2014 such as Southwest\u2019s 2022 meltdown and Delta\u2019s 2024 outage \u2014 have historically proven that it takes airlines roughly five to seven days and hundreds of millions (or even over a billion) dollars to recover from system failures, this air traffic control event demonstrates that the vulnerability extends right to the backbone of the national airspace itself. It is a stark reminder that redundancy alone does not guarantee resilience; backup infrastructure must be operational, diverse, tested, and continuously monitored to perform when it is needed most.<\/span><\/p>\n<p><span data-contrast=\"auto\">For critical infrastructure sectors such as aviation, network resilience is not simply a technology objective; it is a business outcome that directly affects operations, customer experience, safety, and revenue. What can business and technology leaders learn from this event, and how can they better prepare their organizations for the next network disruption?<\/span><\/p>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Treat networks as business assets, not just IT infrastructure.<\/span><\/b><span data-contrast=\"auto\"> Forrester\u2019s business-optimized networking research emphasizes that networks are no longer passive transport systems. They directly support customer experience, employee productivity, revenue generation, operational resilience, and business innovation. When a network fails, the business fails. Organizations must therefore align network investments with business outcomes, treating connectivity as a strategic asset rather than an operational expense.<\/span><\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Integrate network resilience into business continuity planning and tighten SLAs.<\/span><\/b> <span data-contrast=\"auto\">Business continuity plans must explicitly account for network dependencies, failover procedures, and realistic recovery scenarios through routine tabletop simulations of carrier and facility outages. Crucially, organizations must recognize that a few hours of network downtime can trigger days of operational paralysis \u2014 meaning that traditional network SLAs must be rewritten to align tightly with real-world business outcomes and recovery speeds<\/span>.<\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Build true resilience through diverse, active-active architectures.<\/span><\/b> <span data-contrast=\"auto\">Traditional dual-circuit setups are no longer enough if both paths share the same underlying vulnerability. Organizations should adopt a multi-underlay approach \u2014 combining fiber, cellular, fixed wireless, and satellite \u2014 paired with modern SD-WAN or SASE overlay technologies. This combination delivers real-time network visibility and active-active routing, automatically steering traffic away from compromised paths (such as construction-damaged lines) to keep business operations seamlessly online.<\/span><\/li>\n<\/ul>\n<p>Incidents like this remind us that network resilience is not a technical requirement alone; it is a business resilience requirement. If you\u2019d like to discuss how to align networking strategy with business outcomes, resilience, and continuity objectives, submit an inquiry to <a href=\"mailto:inquiry@forrester.com\"><span data-contrast=\"none\">inquiry@forrester.com<\/span><\/a><span data-contrast=\"auto\"> and schedule a conversation with Andre Kindness or Octavio Garcia Granados.<\/span><\/p>\n",
            "category": [
                {
                    "term_id": 2242,
                    "name": "Age of the Customer",
                    "slug": "age-of-the-customer",
                    "description": "",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/age-of-the-customer\/"
                },
                {
                    "term_id": 2368,
                    "name": "Architecture &amp; Technology Strategy",
                    "slug": "architecture-technology-strategy",
                    "description": "Your architecture &amp; technology strategy determines whether your business uses technology effectively ... or falls behind competitors. Read Forrester's insights on best practices, trends, and emerging tech in the architecture &amp; technology space.\r\n\r\n<a href=\"\/technology\/\">Discover how Forrester supports technology executives. <\/a>",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/architecture-technology-strategy\/"
                },
                {
                    "term_id": 52022,
                    "name": "Business Volatility",
                    "slug": "business-volatility",
                    "description": "Business and technology leaders operate against a backdrop of disruption and uncertainty. Explore our data-driven insights to help you navigate volatility with confidence. Manage costs and risks strategically to gain a competitive edge.",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/business-volatility\/"
                },
                {
                    "term_id": 34581,
                    "name": "Core Tech Strategy",
                    "slug": "core-tech-strategy",
                    "description": "At the heart of any successful digital transformation is a rock-solid core tech strategy. Learn how to leverage the right technology to drive transformation at your organization.\r\n\r\n<a href=\"\/technology\/\">Discover how Forrester supports technology executives. <\/a>",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/core-tech-strategy\/"
                },
                {
                    "term_id": 22860,
                    "name": "Emerging Technology",
                    "slug": "emerging-technology",
                    "description": "Emerging technology is reshaping business models and how work gets done for customers and employees across industries and geographies. Today, emerging technologies extend beyond digital experiences as AI moves from experimentation into agent\u2011led systems and real\u2011world applications that can act with greater autonomy. \r\n\r\nTo leverage emerging technology effectively as part of business and digital transformation, leaders must continually assess the technology landscape to distinguish real innovation from overpromised concepts while also understanding the impact on governance, technical debt, operating models, and existing technology stacks. The challenge is knowing where to focus, when to invest, and how to scale responsibly.\r\n\r\nForrester provides research\u2011driven frameworks and insights to help organizations evaluate emerging technologies, build strong business cases, and turn innovation into measurable business value. \r\n\r\n<a href=\"https:\/\/www.forrester.com\/technology\/\">Discover how Forrester supports IT leaders.<\/a>",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/emerging-technology\/"
                },
                {
                    "term_id": 2638,
                    "name": "high tech",
                    "slug": "high-tech",
                    "description": "The challenge for high tech firms: Ditch the buzzwords, move past product talk, and develop a deep understanding of the issues and challenges of the buyers you are trying to serve. Read our advice.\r\n\r\n<a href=\"\/technology\/\">Discover how Forrester supports IT leaders.<\/a>",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/high-tech\/"
                },
                {
                    "term_id": 2117,
                    "name": "network security",
                    "slug": "network-security",
                    "description": "In an increasingly connected world, excellent network security is a business imperative. Read our insights on how your business can protect its networks.\r\n\r\n<a href=\"\/technology\/\">Discover how Forrester supports IT leaders.<\/a>",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/network-security\/"
                },
                {
                    "term_id": 51561,
                    "name": "networking",
                    "slug": "networking",
                    "description": "",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/networking\/"
                },
                {
                    "term_id": 52016,
                    "name": "Technology",
                    "slug": "technology",
                    "description": "",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/technology\/"
                }
            ],
            "meta_desc": "A recent air-traffic control outage shows why network resilience is a business imperative. Learn how to reduce risk, strengthen continuity, and treat networks as strategic assets.",
            "author": "Octavio Garcia Granados",
            "coauthors": "Andre Kindness"
        },
        {
            "post_type": "post",
            "post_id": 305035,
            "permalink": "https:\/\/www.forrester.com\/blogs\/manage-insider-risk-to-protect-your-potential\/",
            "title": "Manage Insider Risk To Protect Your Potential",
            "date": "Sep 28, 2026 15:09:32",
            "excerpt": "National Insider Threat Awareness Month is drawing to a close. This year\u2019s theme, \u201cProtect Our Potential,\u201d speaks directly to the impact that insider incidents can have. According to Forrester data, insider incidents account for 25% of data breaches, and a third of those incidents are due to malicious intent. Yet many organizations still don\u2019t have [&hellip;]",
            "body": "<p><a href=\"https:\/\/securityawareness.dcsa.mil\/cdse\/nitam\/index.html\">National Insider Threat Awareness Month<\/a> is drawing to a close. This year\u2019s theme, \u201cProtect Our Potential,\u201d speaks directly to the impact that insider incidents can have. According to Forrester data, <a href=\"https:\/\/www.forrester.com\/report\/internal-incidents-cause-a-quarter-of-breaches-many-are-intentional\/RES179658\">insider incidents account for 25% of data breaches<\/a>, and a third of those incidents are due to malicious intent. Yet many organizations still don\u2019t have dedicated insider risk management teams or functions.<\/p>\n<p>Insider incidents involving intellectual property theft, sabotage, and unauthorized data exfiltration can cost organizations financially as well have impacts such as ceded competitive advantage, lost opportunities, and diminished customer trust. These are organizations\u2019 potential: the future innovations in which they\u2019ve invested, the ability to deliver for customers, and future customer relationships. Insider incidents can take away that potential.<\/p>\n<p>Insiders have inside knowledge of their organization. They know what the crown jewels are and where they are stored. Insiders may also have some knowledge of how those crown jewels are secured. Managing insider risk requires specific focus to protect against insider incidents, detect them, and respond to them.<\/p>\n<p>Forrester clients can view our report, <a href=\"https:\/\/www.forrester.com\/go?objectid=res134865\">Best Practices: Insider Risk Management<\/a>, which provides 10 steps for establishing an insider risk management program and best practices for addressing insider risk.<\/p>\n<h3><strong>AI Agents Are Insiders, Too<\/strong><\/h3>\n<p>To date, insider risk management has only focused on human insiders. AI agents add a new type of insider due to their autonomy, decision-making ability, and access. Security teams need to be aware of the risks posed by their human insiders and the nonhuman insiders that they create and enable.<\/p>\n<p>Forrester\u2019s <a href=\"https:\/\/www.forrester.com\/blogs\/introducing-aegis-the-guardrails-cisos-need-for-the-agentic-enterprise\/\">AEGIS framework<\/a> provides guidance for securing agentic AI across domains. Each of these domains is built to evolve with the technology, not lag behind it. AEGIS introduces principles such as least agency, continuous assurance, and explainable outcomes to help security leaders adapt to the new agentic paradigm.<\/p>\n<p>Allie Mellen and I will be presenting new research focused on \u201crogue agents\u201d at the upcoming <a href=\"https:\/\/www.forrester.com\/event\/security-risk\/\">Forrester Security &amp; Risk Forum<\/a> in Washington, DC. Our talk, \u201cDefending Against Rogue Agents With AEGIS,\u201d will provide an overview of the risks posed by AI agents operating inside enterprise environments along with recommendations for securing these environments.<\/p>\n<h3><strong>Connect With Me<\/strong><\/h3>\n<p>Forrester clients with questions related to this research can connect with me through an\u00a0<a href=\"https:\/\/www.forrester.com\/inquiry\">inquiry or guidance session<\/a>.<\/p>\n",
            "category": [
                {
                    "term_id": 52023,
                    "name": "Agentic AI",
                    "slug": "agentic-ai",
                    "description": "",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/artificial-intelligence-ai\/agentic-ai\/"
                },
                {
                    "term_id": 2352,
                    "name": "AI Insights",
                    "slug": "artificial-intelligence-ai",
                    "description": "<p class=\"text-body font-regular leading-[24px] pt-[9px] pb-[2px]\">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\u2019s 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.<\/p>\r\n<a href=\"https:\/\/www.forrester.com\/technology\/data-ai-leaders\/\">Discover how Forrester supports data, AI, and analytics leaders. <\/a>",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/artificial-intelligence-ai\/"
                },
                {
                    "term_id": 52018,
                    "name": "AI Services",
                    "slug": "ai-services",
                    "description": "",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/ai-services\/"
                },
                {
                    "term_id": 51101,
                    "name": "CISO Trends",
                    "slug": "ciso-chief-information-security-officer",
                    "description": "The chief information security officer (CISO) role is growing in importance and remit. Discover the latest trends and analysis for CISOs and information security leaders.",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/ciso-chief-information-security-officer\/"
                },
                {
                    "term_id": 14963,
                    "name": "Cybersecurity Trends",
                    "slug": "cybersecurity",
                    "description": "Stay up-to-date on the cutting edge of cybersecurity with insights on Zero Trust, vendors, regulations, and other privacy &amp; security topics.",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/cybersecurity\/"
                },
                {
                    "term_id": 2211,
                    "name": "data security",
                    "slug": "data-security",
                    "description": "Data fuels business success. Poor data security can spell business failure. Read our insights on data security trends, best practices, and more.\r\n\r\n<a href=\"\/technology\/\">Discover how Forrester supports technology executives.<\/a>",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/data-security\/"
                },
                {
                    "term_id": 52020,
                    "name": "Human Risk Management",
                    "slug": "human-risk-management",
                    "description": "",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/human-risk-management\/"
                },
                {
                    "term_id": 2248,
                    "name": "risk management",
                    "slug": "risk-management",
                    "description": "\"No risk, no reward,\" may be true, but unnecessary risk is . . . well, unnecessary. Read our insights on risk management and mitigation.\r\n\r\n<a href=\"\/technology\/security-risk\/\">Discover how Forrester supports security and risk leaders.<\/a>",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/risk-management\/"
                },
                {
                    "term_id": 51787,
                    "name": "Security management",
                    "slug": "security-management",
                    "description": "",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/security-management\/"
                },
                {
                    "term_id": 2180,
                    "name": "security risk management",
                    "slug": "security-risk",
                    "description": "With the proliferation of data and the ubiquity of connected devices, organizations can move with unmatched efficiency, but simultaneously incur increased risks. Read our insights on how security &amp; risk professionals can succeed in this environment.\r\n\r\n<a href=\"https:\/\/www.forrester.com\/technology\/security-risk\/\">Discover how Forrester supports IT and security and risk leaders.<\/a>",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/security-risk\/"
                }
            ],
            "author": "Joseph Blankenship",
            "coauthors": "Allie Mellen"
        },
        {
            "post_type": "post",
            "post_id": 305027,
            "permalink": "https:\/\/www.forrester.com\/blogs\/infosys-americas-confluence-2026-an-ai-transformation-trip-report\/",
            "title": "Infosys Americas Confluence 2026: An AI Transformation Trip Report",
            "date": "Sep 28, 2026 14:25:17",
            "excerpt": "We attended Infosys\u2019 Confluence event in Washington, DC at the historic Omni Shoreham Hotel, the hotel the Beatles stayed in before their first live US performance. John Lennon\u2019s handwritten setlist hangs in the lobby (see the pic below). Over the course of two days, we met with Infosys and enterprise leaders talking about AI transformation. [&hellip;]",
            "body": "<p><span data-contrast=\"auto\">We attended Infosys\u2019 Confluence event in Washington, DC at the historic Omni Shoreham Hotel, the hotel the Beatles stayed in before their first live US performance. John Lennon\u2019s handwritten setlist hangs in the lobby (see the pic below). Over the course of two days, we met with Infosys and enterprise leaders talking about AI transformation. Here are experiences from enterprise speakers that caught our imagination and what they mean for technology execs:<\/span><\/p>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"8\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">\u201cIf the AI architecture assumes the model is smart, it\u2019s the wrong architecture\u201d<\/span><\/b><span data-contrast=\"auto\"><strong> \u2014 Larry Bowden, lead architect, Woodside Energy.<\/strong> This was the cleverest technical thing we heard at the event. The architecture (and especially the harness and control plane) must overcome the flaws and failure of any language model used in a deployment. Just as redundancy is part of any industrialized process, including software applications, model output exception handling and correction is part of any AI application. The harness has to deal with model routing, model drift, incorrect results, and <\/span><a href=\"https:\/\/www.forrester.com\/report\/the-strategic-role-of-observability-at-the-edge\/RES189387\"><span data-contrast=\"none\">observability support<\/span><\/a><span data-contrast=\"auto\"> for the people operating the machinery of AI apps.<\/span><\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"8\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">\u201cOperations owns the workflow; IT owns the platform; the harness connects the two\u201d<\/span><\/b><strong> \u2014<\/strong><span data-contrast=\"auto\"><strong> Bowden.<\/strong> Larry went on to make the most interesting organizational point we heard. Most people we spoke with know that IT can\u2019t own AI success, that operational leaders are vital. But this architectural observation connects what the ops leader cares about \u2014 speed, accuracy, cost optimization \u2014 to the technical infrastructure needed to deliver it. This separation of responsibilities is missing from many enterprises that still treat AI as a technology challenge for IT to solve rather than as an opportunity to <\/span><a href=\"https:\/\/www.forrester.com\/report\/accelerate-your-ai-voyage\/RES193043\"><span data-contrast=\"none\">transform its business and its customer value proposition<\/span><\/a>.<\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"8\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">\u201cPeople are upset when we run out of tokens\u201d<\/span><\/b><strong> \u2014 <\/strong><span data-contrast=\"auto\"><strong>Laura McCanlies, CIO, International Finance Corporation.<\/strong> This came about as Laura described a situation when the monthly token budget was exhausted, leaving employees frustrated with inert AI tools. There was universal agreement that \u201cit\u2019s hard to measure personal productivity improvements [but] don\u2019t take away my tokens.\u201d Instead, <\/span><a href=\"https:\/\/www.forrester.com\/blogs\/cios-use-rate-volume-analysis-to-get-to-the-bottom-of-runaway-token-spend\/\"><span data-contrast=\"none\">plan for them<\/span><\/a>.<span data-contrast=\"auto\"> She went on to say that, as CIO, she\u2019d be happy to charge the department using the tokens (though she also indicated that IFC\u2019s not quite ready for that yet). We believe that <\/span><a href=\"https:\/\/www.forrester.com\/blogs\/tech-leaders-brace-yourselves-ai-costs-will-only-go-up\/\"><span data-contrast=\"none\">the best way to scale AI is in fact by asking operations leaders to fund the ongoing inferencing costs<\/span><\/a><span data-contrast=\"auto\">. In fact, we think it\u2019s time to create a <\/span><a href=\"https:\/\/www.forrester.com\/report\/it-finance-and-finops-practices-are-converging-across-organizations\/RES186881\"><span data-contrast=\"none\">general ledger line item to budget, track, and optimize variable AI operating costs, including tokens<\/span><\/a><span data-contrast=\"auto\">. After all, we have a line item for electricity and the phone, so why not tokens?<\/span><\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"8\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">\u201cAt the idea stage, the project needs a business sponsor, data that\u2019s ready, and a business case\u201d<\/span><\/b><span data-contrast=\"auto\"><strong> \u2014 Justin John, head of enterprise AI, GE Vernova.<\/strong> Moving AI apps from pilot to production is hard. He went on to say that \u201cby shifting these things left, we have a 95% success rate deploying AI apps.\u201d That\u2019s a remarkable track record but one you might expect if in fact <\/span><a href=\"https:\/\/www.forrester.com\/report\/the-ai-cio\/RES193459\"><span data-contrast=\"none\">business, operations, and IT leaders work together on AI applications<\/span><\/a><span data-contrast=\"auto\">. The requirements will evolve, but at least the team is set up to reinvent the workflow and accept the costs of running the old process and the new process in parallel while working out the kinks before cutting over to the new process.<\/span><\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"8\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">\u201cMost reinvented processes we see are in finance operations\u201d<\/span><\/b><span data-contrast=\"auto\"><strong> \u2014 Infosys employee.<\/strong> Infosys reports that 8% of its calendar Q3 2026 revenues were for AI projects and that it has implemented AI applications for 38 customers. To help with all this, Infosys has created <\/span><a href=\"https:\/\/www.infosys.com\/services\/topaz-fabric.html\"><span data-contrast=\"none\">Topaz Fabric<\/span><\/a><span data-contrast=\"auto\">, an AI-powered delivery platform for coding, process reinvention, and other tech tasks. After seeing a demo, we were curious what processes Infosys customers are reinventing. The most common agentic reinvention today comes in \u201cfinance operations.\u201d The logic is this: 1) CFOs care about streamlining finance operations, so it\u2019s a good place to test out the ROI of AI; 2) finance operations has many repeatable tasks \u2014 invoice reconciliation and financial reporting among them \u2014 that can be sped up using AI tools; and 3) finance has clear metrics for the existing processes, so it\u2019s easier to do a before-and-after analysis. <\/span><a href=\"https:\/\/www.forrester.com\/report\/introducing-the-forrester-ai-value-matrix-a-framework-for-measuring-what-matters\/RES194340\"><span data-contrast=\"none\">The trick will be pulling lessons from these initiatives to apply them to other initiatives.<\/span><\/a><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h5><span data-ccp-props=\"{}\"> <img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-305028\" src=\"https:\/\/go.forrester.com\/wp-content\/uploads\/2026\/09\/Beatles-set-list-scaled.jpeg\" alt=\"\" width=\"533\" height=\"563\" srcset=\"https:\/\/go.forrester.com\/wp-content\/uploads\/2026\/09\/Beatles-set-list-scaled.jpeg 2426w, https:\/\/go.forrester.com\/wp-content\/uploads\/2026\/09\/Beatles-set-list-284x300.jpeg 284w, https:\/\/go.forrester.com\/wp-content\/uploads\/2026\/09\/Beatles-set-list-970x1024.jpeg 970w, https:\/\/go.forrester.com\/wp-content\/uploads\/2026\/09\/Beatles-set-list-768x810.jpeg 768w, https:\/\/go.forrester.com\/wp-content\/uploads\/2026\/09\/Beatles-set-list-1456x1536.jpeg 1456w, https:\/\/go.forrester.com\/wp-content\/uploads\/2026\/09\/Beatles-set-list-1941x2048.jpeg 1941w, https:\/\/go.forrester.com\/wp-content\/uploads\/2026\/09\/Beatles-set-list-455x480.jpeg 455w\" sizes=\"auto, (max-width: 533px) 100vw, 533px\" \/><br \/>\n<\/span><a href=\"https:\/\/www.omnihotels.com\/blog\/dc-omni-shoreham-beatles-50th-anniversary\/\">John Lennon\u2019s setlist from February 1964<\/a>, displayed in the lobby of the Omni Shoreham Hotel, Washington, DC<\/h5>\n",
            "category": [
                {
                    "term_id": 2242,
                    "name": "Age of the Customer",
                    "slug": "age-of-the-customer",
                    "description": "",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/age-of-the-customer\/"
                }
            ],
            "author": "Ted Schadler"
        },
        {
            "post_type": "post",
            "post_id": 304985,
            "permalink": "https:\/\/www.forrester.com\/blogs\/the-forrester-wave-localization-services-q3-2026-keep-the-lsp-change-the-relationship\/",
            "title": "The Forrester Wave\u2122: Localization Services, Q3 2026 \u2014 Keep The LSP, Change The Relationship",
            "date": "Sep 28, 2026 10:50:05",
            "excerpt": "Language AI has changed what businesses can localize, who can do it, and where it happens. It has also raised an obvious question: Do enterprises still need localization service providers (LSPs) when translation is being built into everyday applications? Last week, we published The Forrester Wave\u2122: Localization Services, Q3 2026 to help answer that question. [&hellip;]",
            "body": "<p><a href=\"https:\/\/www.forrester.com\/report\/rethinking-localization-in-the-age-of-ai\/RES182393\" target=\"_blank\" rel=\"noopener\">Language AI<\/a> has changed what businesses can localize, who can do it, and where it happens. It has also raised an obvious question: Do enterprises still need localization service providers (LSPs) when translation is being built into everyday applications?<\/p>\n<p>Last week, we published <a href=\"https:\/\/www.forrester.com\/report\/the-forrester-wave-tm-localization-services-q3-2026\/RES200827\">The Forrester Wave\u2122: Localization Services, Q3 2026<\/a> to help answer that question. We evaluated 11 leading providers out of the <a href=\"https:\/\/www.nimdzi.com\/nimdzi-100-2026\" target=\"_blank\" rel=\"noopener\">hundreds<\/a> that exist, focusing on established localization firms that enterprises have relied on for years. I wanted to understand whether these providers are adapting to the age of AI, what they can now help customers accomplish, and how buyers should assess them. The short answer is: Yes, enterprises still need LSPs. But they should expect a very different relationship.<\/p>\n<p>Here are three tips for using this Wave and seven questions that can help you start changing that relationship now.<\/p>\n<h3>Tip 1: Don\u2019t Stop At The Graphic<\/h3>\n<p>Most people read the report, look at the Wave graphic, and decide that they have seen the evaluation. They have not.<\/p>\n<p>Use the \u201cCustomize Your Shortlist\u201d functionality on our website or download the Excel model and open the criteria tab. In my estimation, that page contains about two-thirds of the value of every Wave. This evaluation includes 127 questions across 27 criteria covering what a modern LSP should be able to do, from orchestrating AI-enabled workflows and governing self-service translation to curating linguistic assets, supporting regulated content, operationalizing cultural intelligence, and measuring business impact.<\/p>\n<p>The scoring scales are just as important as the questions. They describe what below-par, on-par, and above-par capabilities looked like among the providers we evaluated. We developed those scales after reviewing the providers\u2019 responses, listening to their strategic briefings, seeing their demonstrations, reading their case studies, and speaking with their customers.<\/p>\n<p>A Wave is closer to the Olympics than an open tryout. Every participant is already a significant competitor that Forrester clients work with and ask about. The scoring is relative to that highly capable field, and the scales reveal what separates good capabilities from the best we saw. That makes the criteria tab useful well beyond these 11 providers. Use it to prepare an RFP, evaluate a renewal, challenge an incumbent, or decide what capabilities your organization will need next.<\/p>\n<h3>Tip 2: Read This As A Services Wave<\/h3>\n<p>Technology mattered throughout the evaluation, but this was not a comparison of platforms and features. We looked at how providers combine technology, services, human expertise, data, and operating infrastructure to help customers achieve business goals.<\/p>\n<p>That distinction matters. A services provider does not necessarily need to build or own every piece of technology it uses. It does need to know which tools and models to deploy, how to connect them, where to put controls and human judgment, and how to keep the entire system working as the market changes. This Wave asks whether providers do that well.<\/p>\n<h3>Tip 3: Choose For Fit, Not Position<\/h3>\n<p>In the first <a href=\"https:\/\/www.forrester.com\/blogs\/why-choosing-a-localization-vendor-is-like-dating\/\" target=\"_blank\" rel=\"noopener\">blog<\/a> I wrote at Forrester, I compared choosing a localization service provider to dating. Someone can look perfect on paper and still be wrong for you. Another provider may not seem like the obvious choice but may understand your business unusually well. That remains true.<\/p>\n<p>Any provider in this Wave could be an excellent fit for one enterprise and entirely wrong for another. A global government entity or enormous corporation may need the infrastructure, geographic reach, and depth of resources available from a large provider. Another organization may be better served by a provider with particular domain expertise, a more compatible culture, or a delivery model that matches how its teams work.<\/p>\n<p>The graphic tells you how LSPs performed against our criteria. It does not eliminate the need to understand how they map to your own requirements.<\/p>\n<h3>Seven Questions To Ask Your LSP Now<\/h3>\n<p>The providers showed a high overall level of capability, and what separated them was not simply whether they could perform a given service. With enough time and money, any services firm can usually say yes. The more useful question is whether the provider has turned its experience into repeatable capabilities that anticipate how localization is changing and help its customers move forward with <a href=\"https:\/\/www.forrester.com\/report\/sharpen-your-localization-ai-strategy-for-success\/RES191489\" target=\"_blank\" rel=\"noopener\">skill and judgment<\/a>.<\/p>\n<p>Here are seven questions I would ask:<\/p>\n<ul>\n<li><strong>Have you turned exceptional projects into repeatable capabilities?<\/strong> An impressive custom solution proves that smart people solved one problem. Look for methods, tools, decision rules, and feedback loops that allow the next customer to benefit from what they learned.<\/li>\n<li><strong>What sort of infrastructure have you built for regulated and sensitive work?<\/strong> Look beyond general industry experience. Ask about specialized teams, validated processes, auditability, jurisdiction-specific requirements, and infrastructure for areas such as clinical trials, patents, legal filings, and regulated product content.<\/li>\n<li><strong>Can you govern localization where people actually work?<\/strong> Localization is always decentralized across diverse teams and locations. The mandate is not to centralize but to coordinate and provide the right level of <a href=\"https:\/\/www.deepl.com\/en\/events-webinars\/w\/managing-ai-translation-enterprise\" target=\"_blank\" rel=\"noopener\">rigor for the risk<\/a>. Providers should help you uncover \u201cshadow\u201d translation and bring standards, model controls, and auditability into the applications employees already use.<\/li>\n<li><strong>Do you understand the new risks created by multilingual AI?<\/strong> Standard privacy and security controls are only the beginning. Ask how the provider evaluates models <a href=\"https:\/\/multilingual.com\/welo-data-research-llm-safety-doesnt-transfer-across-languages\/\" target=\"_blank\" rel=\"noopener\">across languages<\/a>, manages data and model choices, tracks changing regulations, tests outputs, and preserves human accountability.<\/li>\n<li><strong>Can you make your multilingual content useful to AI systems?<\/strong> Search is becoming a multilingual knowledge problem. Ask how the provider supports answer-engine optimization, structured content, multilingual taxonomies, knowledge graphs, retrieval, and measurement of brand visibility across languages and locales.<\/li>\n<li><strong>Can you turn cultural expertise into reusable intelligence?<\/strong> In-market experts remain essential, but their knowledge should not disappear into one-off reviews. Ask how the provider captures cultural, demographic, behavioral, and market insights so that they can inform future content, campaigns, AI systems, and business decisions.<\/li>\n<li><strong>Can you test the whole experience, not just the words?<\/strong> Multilingual quality failures increasingly appear in interfaces, images, video, conversational systems, and multimodal experiences. Providers should be able to find layout, truncation, usability, cultural, functional, and visual problems before customers do.<\/li>\n<\/ul>\n<h3>LSPs May Be Headed For A Renaissance<\/h3>\n<p>For years, people have predicted that automation and AI would steadily make localization service providers less relevant. On the contrary, they make localization expertise essential. LSPs have spent decades learning how language and communication vary across markets, when automation requires human judgment, how to manage ambiguity and validate specialist content, and how to find and vet expertise around the world. As enterprises deploy AI across languages, demand for that knowledge and capability will rise.<\/p>\n<p>The organizations that get multilingual AI right will not simply turn on translation and walk away. They will define requirements based on organizational objectives; clean and structure upstream data; test multimodal production scenarios; establish risk-based workflows; and keep optimizing as models and business needs change. A strong LSP can help with all of that.<\/p>\n<p>My conclusion from this Wave is not merely that I would still use a localization service provider. I would take a fresh look at the entire relationship. I would ask what the provider knows that my organization does not, where it can supply infrastructure or expertise that we cannot reasonably build, and how it can help us move from buying translated words to building a multilingual operating capability.<\/p>\n<p>Read <a href=\"https:\/\/www.forrester.com\/report\/the-forrester-wave-tm-localization-services-q3-2026\/RES200827\" target=\"_blank\" rel=\"noopener\">The Forrester Wave\u2122: Localization Services, Q3 2026<\/a>. Then use our website to customize your shortlist, or you can download the Excel, study the criteria and scales, and use them to decide what you should expect from your LSP now.<\/p>\n",
            "category": [
                {
                    "term_id": 2242,
                    "name": "Age of the Customer",
                    "slug": "age-of-the-customer",
                    "description": "",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/age-of-the-customer\/"
                },
                {
                    "term_id": 2104,
                    "name": "B2B Marketing",
                    "slug": "b2b-marketing",
                    "description": "B2B marketing is increasingly expected to deliver the level of experience buyers are used to having as consumers. Success depends on marketers adapting \u2014 and quickly. Explore our B2B marketing insights to stay ahead.\r\n\r\n<a href=\"https:\/\/www.forrester.com\/b2b-marketing\/\">Discover how Forrester supports B2B marketing leaders.<\/a>",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/b2b-marketing\/"
                },
                {
                    "term_id": 50674,
                    "name": "Content Strategy and Operations",
                    "slug": "content-strategy",
                    "description": "Content is the core of B2B marketing: It conveys brand promise, helps drive demand, and keeps customers engaged. Explore our content strategy and operations insights to build and maintain a content strategy that delivers on marketing goals.\r\n\r\n<a href=\"\/b2b-marketing\/\">Discover how Forrester supports B2B marketing leaders.<\/a>",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/content-strategy\/"
                },
                {
                    "term_id": 51505,
                    "name": "Generative AI",
                    "slug": "generative-ai",
                    "description": "What is generative AI? <a href=\"https:\/\/www.forrester.com\/technology\/generative-ai\/\">Generative AI <\/a>or genAI is defined as set of technologies and techniques that leverage very large corpuses of data, including large language models like GPT-3, to generate new content. Inputs for generative AI may be natural language prompts or other non-code and non-traditional inputs. It is sometimes referred to as AI-generated content or AIGC and can be used by a variety of roles and functions in the enterprise. GenAI includes large language models, generative adversarial networks, diffusion models, and variational autoencoders. It provides the ability to create shortcuts for onerous workflow tasks, speed up delivery times, and enhance employee productivity across multiple enterprise workflows. It increases the scale and speed of analysis and knowledge synthesis for various roles such as developers, marketers, and data scientists. In the short term, it will expand the breadth of human creative expression and drive innovation in product development, design, and content creation.",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/generative-ai\/"
                },
                {
                    "term_id": 51504,
                    "name": "Global\/Regional Marketing",
                    "slug": "global-regional-marketing",
                    "description": "Marketing teams at global firms need to ensure that their messaging resonates with regional audiences, while supporting global themes. Explore our blog posts for insights and advice on developing a successful regional campaign strategy and content.\r\n\r\nLearn about Forrester's research services for <a href=\"https:\/\/www.forrester.com\/research\/b2b-marketing\/\">B2B<\/a> and <a href=\"https:\/\/www.forrester.com\/research\/b2c-marketing\/\">B2C<\/a> marketing leaders.",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/global-regional-marketing\/"
                },
                {
                    "term_id": 34597,
                    "name": "natural language processing (NLP)",
                    "slug": "natural-language-processing-nlp",
                    "description": "Natural language processing (NLP) is one of the most challenging areas of AI technology to master. Our expert research will help your firm effectively deliver natural language interactions to your customers for improved CX.\r\n\r\nDiscover how Forrester supports <a href=\"\/technology\/\">IT<\/a> and <a href=\"\/customer-experience\/\">customer experience<\/a> professionals.",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/natural-language-processing-nlp\/"
                },
                {
                    "term_id": 34569,
                    "name": "operationalizing innovation",
                    "slug": "operationalizing-innovation",
                    "description": "When innovation happens in a silo, it fails to gain traction across the enterprise. Read our insights to learn the benefits of operationalizing innovation across all roles and functions in the enterprise.",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/operationalizing-innovation\/"
                }
            ],
            "meta_title": "The Forrester Wave\u2122: Localization Services, Q3 2026 \u2014 Keep The LSP, Change The Relationship",
            "meta_desc": "Get more value from your LSP in the age of AI. Use Forrester Wave\u2122 criteria and seven questions to refresh the relationship.",
            "author": "Kathleen Pierce"
        },
        {
            "post_type": "post",
            "post_id": 304119,
            "permalink": "https:\/\/www.forrester.com\/blogs\/build-a-minimum-viable-data-framework-for-the-agentic-supply-chain\/",
            "title": "Build A Minimum Viable Data Framework For The Agentic Supply Chain",
            "date": "Sep 28, 2026 04:19:13",
            "excerpt": "What Is An Agentic Supply Chain? In earlier research, we described a vision for the agentic supply chain where agentic AI transforms the supply chain from laborious monitoring and reacting to autonomous, goal-driven agent orchestration that proactively delivers business outcomes while keeping humans in control of strategy, exceptions, and governance. Harmonized master data and a [&hellip;]",
            "body": "<h3>What Is An Agentic Supply Chain?<\/h3>\n<p>In earlier research, we described a vision for the agentic supply chain where agentic AI transforms the supply chain from laborious monitoring and reacting to autonomous, goal-driven agent orchestration that proactively delivers business outcomes while keeping humans in control of strategy, exceptions, and governance.<\/p>\n<p>Harmonized master data and a shared semantic model are two of the 10 essential prerequisites for agentic success.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-304591 \" src=\"https:\/\/go.forrester.com\/wp-content\/uploads\/2026\/09\/Screenshot-2026-09-21-151116-300x169.png\" alt=\"\" width=\"991\" height=\"558\" srcset=\"https:\/\/go.forrester.com\/wp-content\/uploads\/2026\/09\/Screenshot-2026-09-21-151116-300x169.png 300w, https:\/\/go.forrester.com\/wp-content\/uploads\/2026\/09\/Screenshot-2026-09-21-151116-768x432.png 768w, https:\/\/go.forrester.com\/wp-content\/uploads\/2026\/09\/Screenshot-2026-09-21-151116-640x360.png 640w, https:\/\/go.forrester.com\/wp-content\/uploads\/2026\/09\/Screenshot-2026-09-21-151116.png 1018w\" sizes=\"auto, (max-width: 991px) 100vw, 991px\" \/><\/p>\n<h3>Agentic AI Exposes Any Data Weakness<\/h3>\n<p>Here\u2019s why data harmonization matters. Agentic AI will not fix a weak supply chain data foundation; it will expose it faster. Before agents can recommend or execute decisions, they need a minimum viable data foundation (MVDF). This foundation lets them identify the entities involved, understand their current state, interpret what has happened, and determine which actions are permitted. At minimum, this requires an authoritative system of action; harmonized master data for products, locations, suppliers, customers, and resources; and a shared semantic model spanning planning, sourcing, manufacturing, logistics, inventory, and fulfillment.<\/p>\n<p><strong>An agent orchestra needs to keep time.<\/strong> It also requires event-driven visibility, because agents must respond to live operational conditions rather than stale planning snapshots. Connectivity must extend beyond the enterprise to suppliers, carriers, and logistics partners, while data quality controls provide identity resolution, lineage, versioning, freshness, and confidence. Explainability and governance are equally important.<\/p>\n<p><strong>An agent orchestra needs a conductor.<\/strong> Finally, interoperable orchestration standards enable agents to communicate and delegate reliably. This is the minimum to establish enough trusted, contextualized, and policy-controlled data for agents to act safely and consistently.<\/p>\n<h3>A Minimum Viable Data Framework Harmonizes Master Data<\/h3>\n<p>An MVDF helps harmonize master data and govern a shared semantic model, as well as layering in live event visibility and labeling decisions so that agents are aware of current events and can learn from decision outcomes. Recently, we described the <a href=\"https:\/\/www.forrester.com\/report\/chart-your-course-to-ai-maturity-in-product-lifecycle-management\/RES199666\">minimum viable data framework<\/a> for agentic product lifecycle management.<\/p>\n<h3>Types Of Data That An Agentic Supply Chain MVDF Manages<\/h3>\n<p>To enable an agentic supply chain, technology leaders must define entities through harmonized master data and persistent identities; represent state through current transactions, constraints, and operating context; preserve events as time-ordered records of what changed and when; govern actions through policies, permissions, thresholds, and decision records; connect all four layers through shared identifiers and canonical semantics; attach freshness, quality, confidence, version, and provenance metadata; and expose governed views that make every agent decision safe, consistent, and traceable.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-304588 \" src=\"https:\/\/go.forrester.com\/wp-content\/uploads\/2026\/09\/Screenshot-2026-09-18-163354-300x168.png\" alt=\"\" width=\"964\" height=\"540\" srcset=\"https:\/\/go.forrester.com\/wp-content\/uploads\/2026\/09\/Screenshot-2026-09-18-163354-300x168.png 300w, https:\/\/go.forrester.com\/wp-content\/uploads\/2026\/09\/Screenshot-2026-09-18-163354-1024x574.png 1024w, https:\/\/go.forrester.com\/wp-content\/uploads\/2026\/09\/Screenshot-2026-09-18-163354-768x430.png 768w, https:\/\/go.forrester.com\/wp-content\/uploads\/2026\/09\/Screenshot-2026-09-18-163354-1536x861.png 1536w, https:\/\/go.forrester.com\/wp-content\/uploads\/2026\/09\/Screenshot-2026-09-18-163354-640x359.png 640w, https:\/\/go.forrester.com\/wp-content\/uploads\/2026\/09\/Screenshot-2026-09-18-163354.png 1592w\" sizes=\"auto, (max-width: 964px) 100vw, 964px\" \/><\/p>\n<p>An MVDF standardizes five shared anchors \u2014 products, partners, locations, resources, and operating standards \u2014 and assigns an enterprise definition and persistent identifier to each anchor. It maps source-system records to these anchors and resolves duplicates through governed match-and-merge rules and stewardship. It connects anchors through product-location, supplier-item, and resource relationships, synchronizing changes across systems with version, lineage, and quality metadata. Standardized \u201canchors\u201d published through a shared semantic model support coordinated agent action.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-304589 \" src=\"https:\/\/go.forrester.com\/wp-content\/uploads\/2026\/09\/Screenshot-2026-09-18-163416-300x169.png\" alt=\"\" width=\"973\" height=\"548\" srcset=\"https:\/\/go.forrester.com\/wp-content\/uploads\/2026\/09\/Screenshot-2026-09-18-163416-300x169.png 300w, https:\/\/go.forrester.com\/wp-content\/uploads\/2026\/09\/Screenshot-2026-09-18-163416-1024x576.png 1024w, https:\/\/go.forrester.com\/wp-content\/uploads\/2026\/09\/Screenshot-2026-09-18-163416-768x432.png 768w, https:\/\/go.forrester.com\/wp-content\/uploads\/2026\/09\/Screenshot-2026-09-18-163416-1536x864.png 1536w, https:\/\/go.forrester.com\/wp-content\/uploads\/2026\/09\/Screenshot-2026-09-18-163416-640x360.png 640w, https:\/\/go.forrester.com\/wp-content\/uploads\/2026\/09\/Screenshot-2026-09-18-163416.png 1592w\" sizes=\"auto, (max-width: 973px) 100vw, 973px\" \/><\/p>\n<p>Please look out for our upcoming research on charting your course to agentic supply chain maturity. Better still, join our roundtable discussion at <a href=\"https:\/\/www.forrester.com\/event\/technology-innovation-emea\/\">Technology &amp; Innovation Forum EMEA<\/a>.<\/p>\n<p><span class=\"TextRun SCXW90542316 BCX8\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW90542316 BCX8\">We\u2019re always interested in hearing your perspective on AI deployment patterns and AI governance. Please feel free to <\/span><\/span><a class=\"Hyperlink SCXW90542316 BCX8\" href=\"https:\/\/www.forrester.com\/inquiry\" target=\"_blank\" rel=\"noopener noreferrer\"><span class=\"TextRun Underlined SCXW90542316 BCX8\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW90542316 BCX8\" data-ccp-charstyle=\"Hyperlink\">schedule a guidance session or inquiry call<\/span><\/span><\/a><span class=\"TextRun SCXW90542316 BCX8\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW90542316 BCX8\">.<\/span><\/span><\/p>\n",
            "category": [
                {
                    "term_id": 2242,
                    "name": "Age of the Customer",
                    "slug": "age-of-the-customer",
                    "description": "",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/age-of-the-customer\/"
                },
                {
                    "term_id": 2368,
                    "name": "Architecture &amp; Technology Strategy",
                    "slug": "architecture-technology-strategy",
                    "description": "Your architecture &amp; technology strategy determines whether your business uses technology effectively ... or falls behind competitors. Read Forrester's insights on best practices, trends, and emerging tech in the architecture &amp; technology space.\r\n\r\n<a href=\"\/technology\/\">Discover how Forrester supports technology executives. <\/a>",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/architecture-technology-strategy\/"
                },
                {
                    "term_id": 2545,
                    "name": "supply chain management",
                    "slug": "supply-chain-management",
                    "description": "Supply chains have gone global. Consumers demand greater transparency. Global warming is poised to disrupt. Supply chain management is more important and more difficult than ever before.\r\n\r\n<a href=\"\/technology\/\">Discover how Forrester supports IT professionals.<\/a>",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/supply-chain-management\/"
                }
            ],
            "author": "George Lawrie",
            "coauthors": "Rowan Curran"
        },
        {
            "post_type": "post",
            "post_id": 304997,
            "permalink": "https:\/\/www.forrester.com\/blogs\/alibabas-next-chapter-from-ai-native-to-agent-native\/",
            "title": "Alibaba\u2019s Next Chapter: From AI-Native To Agent-Native",
            "date": "Sep 28, 2026 00:36:26",
            "excerpt": "At Apsara Conference 2025, Alibaba Cloud positioned itself as an AI-native cloud provider, combining infrastructure, foundation models, and platform services into a unified AI stack. One year later, the company\u2019s ambition has expanded significantly. At Apsara Conference 2026, Alibaba outlined a full-stack AI strategy spanning chips, infrastructure, data, models, agents, and global operations. More importantly, [&hellip;]",
            "body": "<p><span data-contrast=\"auto\">At Apsara Conference 2025, Alibaba Cloud positioned itself as an AI-native cloud provider, combining infrastructure, foundation models, and platform services into a unified AI stack. One year later, the company\u2019s ambition has expanded significantly. At Apsara Conference 2026, Alibaba outlined a full-stack AI strategy spanning chips, infrastructure, data, models, agents, and global operations. More importantly, Alibaba is signaling that the next phase of enterprise AI competition won\u2019t be defined by model superiority alone \u2014 it\u2019ll be defined by who can successfully operationalize intelligent agents at scale and continuously improve them over time.<\/span><\/p>\n<h3 aria-level=\"1\"><b><span data-contrast=\"auto\">Agent-Native Cloud Becomes Alibaba\u2019s New Strategic Direction<\/span><\/b><\/h3>\n<p><span data-contrast=\"none\">The clearest message from this year\u2019s event was that Alibaba sees the industry moving beyond AI-assisted productivity toward agent-driven execution. Across multiple keynotes and product announcements, the company positioned Agent-Native Cloud as the next evolution of AI-native infrastructure. This represents a shift from delivering AI capabilities to enabling AI systems that can plan, act, collaborate, learn, and improve as part of enterprise operations. Alibaba Cloud is:<\/span><\/p>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"25\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Redefining cloud architecture around agents rather than models.<\/span><\/b><span data-contrast=\"auto\"> The company repeatedly described enterprise AI through the lens of model, harness, and context while introducing Agent Sandbox, AgentCore, Agent Identity, AgentMemory, Agent Security Center, and AgentLoop. Taken together, these announcements suggest that Alibaba increasingly views agents as a new computing abstraction that requires dedicated runtimes, orchestration, governance, observability, and lifecycle management, rather than simply another application workload.<\/span><\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"25\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Building operational infrastructure for enterprise-scale agent deployment.<\/span><\/b><span data-contrast=\"auto\"> Beyond model hosting, the company emphasized capabilities, such as agent runtimes, sandbox environments, identity management, memory services, tool integration, observability, and governance controls. These capabilities address the practical challenges enterprises face when moving from isolated AI pilots to thousands of agents interacting with users, data sources, applications, and business processes.<\/span><\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"25\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Preparing for an agent economy inside enterprises.<\/span><\/b><span data-contrast=\"auto\"> Alibaba executives described a future where agents operate as digital employees that possess memory, context, governance, and organizational awareness. Products \u2014 such as QoderWake, Qwen Office digital employees, and enterprise agent platforms \u2014 indicate that Alibaba expects organizations to manage agent populations in ways that increasingly resemble workforce management.<\/span><\/li>\n<\/ul>\n<h3 aria-level=\"1\"><b><span data-contrast=\"auto\">Context Is Emerging As A Strategic Control Point<\/span><\/b><\/h3>\n<p><span data-contrast=\"auto\">Alibaba devoted strategic attention to context. Across analyst sessions and executive presentations, context appeared repeatedly as a critical pillar of enterprise AI. This aligns with a growing realization that as models become more capable and more accessible, differentiation will increasingly come from how organizations provide proprietary knowledge and business awareness to AI systems. Alibaba Cloud is:<\/span><\/p>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"27\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Elevating context engineering to a first-class infrastructure layer.<\/span><\/b><span data-contrast=\"auto\"> Announcements \u2014 such as Agent Context, enterprise memory services, multimodal knowledge platforms, semantic-layer capabilities, vector services, and context management frameworks \u2014 suggest that Alibaba no longer views context as an application feature. Instead, it\u2019s treating context as a foundational platform capability that underpins search, reasoning, memory, orchestration, and decision-making across enterprise agents.<\/span><\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"27\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Addressing the challenge of enterprise-scale contextual awareness.<\/span><\/b><span data-contrast=\"auto\"> The company highlighted requirements, such as multimodal data access, long-term memory, dynamic knowledge updates, sub-second freshness, and cross-agent context sharing. These capabilities are designed to help agents operate with a continuously evolving understanding of enterprise information rather than relying on static prompts or isolated knowledge repositories.<\/span><\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"27\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Redesigning data architectures around context consumption rather than data storage.<\/span><\/b><span data-contrast=\"auto\"> New initiatives \u2014 such as Agent Context, context-aware databases, vector-native services, semantic capabilities, and knowledge-layer services \u2014 represent a shift away from traditional data platform thinking. The objective is increasingly to transform enterprise data into consumable context that agents can understand, retrieve, reason over, and operationalize.<\/span><\/li>\n<\/ul>\n<h3 aria-level=\"1\"><b><span data-contrast=\"auto\">Alibaba Is Building A Full-Stack AI Platform For The Agent Era<\/span><\/b><\/h3>\n<p><span data-contrast=\"auto\">Unlike previous years, Alibaba used Apsara Conference 2026 to demonstrate coordinated progress across nearly every layer of the AI stack. Rather than focusing on a single flagship model or product, the company presented a comprehensive platform vision that spans silicon, infrastructure, data, models, agent frameworks, and enterprise applications. Alibaba Cloud is:<\/span><\/p>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\u2022\" data-font=\"Arial\" data-listid=\"2\" data-list-defn-props=\"{&quot;335551671&quot;:0,&quot;335552541&quot;:1,&quot;335559685&quot;:1080,&quot;335559991&quot;:720,&quot;469769226&quot;:&quot;Arial&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u2022&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"0\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Investing aggressively in AI infrastructure for the agent era.<\/span><\/b><span data-contrast=\"auto\"> Highlights included the launch of the Yitian 730 processor and Zhenwu V900, with great performance gains and a solid roadmap by Alibaba\u2019s T-Head business unit, the next generation of Lingjun AI infrastructure, and upgrades across networking and storage architectures. Alibaba framed these innovations around the industry\u2019s transition from pretraining to agentic reinforcement learning and eventually recursive self-improvement. This infrastructure strategy aims to provide the foundation for increasingly autonomous AI systems that require massive inference, memory, coordination, and continuous learning at scale.<\/span><\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\u2022\" data-font=\"Arial\" data-listid=\"2\" data-list-defn-props=\"{&quot;335551671&quot;:0,&quot;335552541&quot;:1,&quot;335559685&quot;:1080,&quot;335559991&quot;:720,&quot;469769226&quot;:&quot;Arial&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u2022&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"0\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Expanding Qwen into a comprehensive multimodal AI portfolio.<\/span><\/b><span data-contrast=\"auto\"> The company outlined an ambitious roadmap across foundation models, multimodal reasoning, audio understanding, image generation, video generation, world models, and software engineering capabilities \u2014 with Qwen 4 on the way. Rather than competing solely on benchmark performance, Alibaba is positioning Qwen as a family of models optimized for diverse enterprise workloads. The strategy acknowledges that enterprises increasingly require a portfolio of models capable of supporting coding, productivity, customer engagement, content creation, reasoning, and agent orchestration scenarios.<\/span><\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\u2022\" data-font=\"Arial\" data-listid=\"2\" data-list-defn-props=\"{&quot;335551671&quot;:0,&quot;335552541&quot;:1,&quot;335559685&quot;:1080,&quot;335559991&quot;:720,&quot;469769226&quot;:&quot;Arial&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u2022&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"0\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Modernizing the data layer for context-driven AI.<\/span><\/b><span data-contrast=\"auto\"> Announcements \u2014 such as Agent Context, Apsara Lakebase, semantic-layer capabilities, vector-native services, AI-native databases, and data agents \u2014 signal a broader architectural shift. Alibaba is increasingly focused on helping enterprises transform raw data into consumable context that can be discovered, shared, governed, and operationalized by agents. This evolution moves beyond traditional data management and aligns closely with the emerging discipline of context engineering, which is increasingly critical for enterprise AI success.<\/span><\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\u2022\" data-font=\"Arial\" data-listid=\"2\" data-list-defn-props=\"{&quot;335551671&quot;:0,&quot;335552541&quot;:1,&quot;335559685&quot;:1080,&quot;335559991&quot;:720,&quot;469769226&quot;:&quot;Arial&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u2022&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"0\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Operationalizing agents within enterprise workflows and business processes.<\/span><\/b><span data-contrast=\"auto\"> Products \u2014 including Qoder, Qwen Office, Accio, Lingque, AI-native productivity capabilities, and industry-specific agent offerings \u2014 demonstrate Alibaba\u2019s effort to move AI from standalone tools into day-to-day operations. Rather than requiring employees to visit separate AI applications, Alibaba increasingly envisions agents operating within software development, office productivity, customer service, content generation, and operational workflows. This reflects the broader market transition from AI-assisted work toward AI-executed work.<\/span><\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\u2022\" data-font=\"Arial\" data-listid=\"2\" data-list-defn-props=\"{&quot;335551671&quot;:0,&quot;335552541&quot;:1,&quot;335559685&quot;:1080,&quot;335559991&quot;:720,&quot;469769226&quot;:&quot;Arial&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\u2022&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"0\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Integrating trust, governance, and sovereignty across the AI stack.<\/span><\/b><span data-contrast=\"auto\"> The company highlighted capabilities,\u00a0such as Agent Identity, Agent Security Center, <\/span><span data-contrast=\"auto\">agent governance in AgentCore, <\/span><span data-contrast=\"auto\">secure model access, isolated runtime environments, model governance, observability, auditability, and support for private and regulated deployments. Combined with continued investment in global infrastructure and regional cloud expansion, these announcements recognize that enterprise AI adoption increasingly depends on security, compliance, operational control, and data sovereignty. As intelligent agents gain access to enterprise systems and business processes, trust <\/span><span data-contrast=\"auto\">will<\/span><span data-contrast=\"auto\"> become as important a competitive differentiator as intelligence itself.<\/span><\/li>\n<\/ul>\n<h3 aria-level=\"1\"><b><span data-contrast=\"auto\">What Enterprise Leaders Should Do Next<\/span><\/b><\/h3>\n<p><span data-contrast=\"auto\">While Alibaba\u2019s announcements are competitive and its roadmap is ambitious, the broader lessons extend well beyond a single vendor. Enterprise leaders should focus less on headline model announcements and more on building the foundations required to operationalize AI at scale. To begin:<\/span><\/p>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"28\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Start with use cases, not models.<\/span><\/b><span data-contrast=\"auto\"> The organizations generating measurable AI value begin with business workflows, operational bottlenecks, and desired outcomes. Model selection should support business objectives rather than become the objective itself. Organizations that struggle to prioritize opportunities should leverage Forrester\u2019s <\/span><a href=\"https:\/\/www.forrester.com\/report\/forresters-ai-use-case-catalog\/RES193194\"><span data-contrast=\"none\">AI use case catalog<\/span><\/a><span data-contrast=\"auto\"> and <\/span><a href=\"https:\/\/www.forrester.com\/report\/introducing-the-forrester-ai-value-matrix-a-framework-for-measuring-what-matters\/RES194340\"><span data-contrast=\"none\">value framework<\/span><\/a><span data-contrast=\"auto\"> to identify, prioritize, and sequence AI investments based on business impact.<\/span><\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"28\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Take a holistic view of AI-native cloud capabilities<\/span><\/b><span data-contrast=\"auto\"><strong>.<\/strong> As AI workloads become specialized, organizations should assess more than GPUs and foundation models. Evaluate capabilities across agent platforms, context management, data services, observability, governance, and developer tooling. The strongest AI-native cloud platforms will increasingly combine <\/span><a href=\"https:\/\/www.forrester.com\/report\/the-technology-leaders-primer-for-neocloud\/RES198080\"><span data-contrast=\"none\">neocloud<\/span><\/a><span data-contrast=\"auto\"> strengths with <\/span><a href=\"https:\/\/www.forrester.com\/report\/the-technology-leaders-primer-for-neopaas\/RES198693\"><span data-contrast=\"none\">neo-platform-as-a-service<\/span><\/a><span data-contrast=\"auto\">\u00a0capabilities to accelerate enterprise AI adoption at scale.<\/span><\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"28\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Develop a sovereign AI strategy before regulations force one.<\/span><\/b><span data-contrast=\"auto\"> Geopolitical fragmentation, data sovereignty requirements, regulatory pressures, and board-level risk concerns are making deployment flexibility increasingly important. Enterprise architecture leaders should evaluate how <\/span><a href=\"https:\/\/www.forrester.com\/report\/buyers-guide-sovereign-cloud-platforms-2026\/RES200142\"><span data-contrast=\"none\">sovereign cloud<\/span><\/a><span data-contrast=\"auto\"> and sovereign AI fit into their long-term operating model. The goal isn\u2019t simply compliance \u2014 it\u2019s ensuring that AI innovation can scale across jurisdictions, business units, and risk profiles without costly architectural rework.<\/span><\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"28\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Invest in context and harness engineering capabilities now.<\/span><\/b><span data-contrast=\"auto\"> At Forrester\u2019s AI Forums in Singapore and Sydney earlier this year, I argued that enterprises are entering a new era where \u201cc<\/span>ontext is all you need,\u201d<span data-contrast=\"auto\">\u00a0which was also used by Alibaba Cloud in its keynote<\/span>.<span data-contrast=\"auto\"> While models are advancing rapidly and becoming increasingly accessible, context remains proprietary, difficult to govern, and uniquely tied to enterprise value creation. Forrester\u2019s <\/span><a href=\"https:\/\/www.forrester.com\/report\/introducing-forresters-aegis-framework-agentic-ai-enterprise-guardrails-for-information-security\/RES185394\"><span data-contrast=\"none\">AEGIS framework<\/span><\/a><span data-contrast=\"auto\"> provides a comprehensive governance framework for agentic AI governance, and we\u2019ll soon publish new research on context engineering and ContextOps \u2014 stay tuned!<\/span><\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"28\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Embrace open ecosystems while maintaining architectural control.<\/span><\/b><span data-contrast=\"auto\"> Open-weight models, agent frameworks, vector databases, semantic technologies, and infrastructure tooling continue to accelerate AI innovation. Organizations should take advantage of the speed and flexibility offered by <\/span><a href=\"https:\/\/www.forrester.com\/report\/navigate-the-open-source-ai-ecosystem-in-the-cloud\/RES182101\"><span data-contrast=\"none\">open-source AI ecosystems<\/span><\/a><span data-contrast=\"auto\"> while maintaining control over data, context, governance, and integration standards. This balance allows enterprises to avoid unnecessary lock-in while preserving the ability to adopt emerging technologies as the market evolves.<\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"auto\">If you\u2019d like to dive deeper, set up an <\/span><a href=\"mailto:inquiry@forrester.com\"><span data-contrast=\"none\">inquiry or guidance session<\/span><\/a><span data-contrast=\"auto\"> with <\/span><a href=\"https:\/\/www.forrester.com\/analyst-bio\/charlie-dai\/BIO5344\"><span data-contrast=\"none\">Charlie Dai<\/span><\/a><span data-contrast=\"auto\"> (AI-native cloud, agentic AI, context engineering, harness engineering, and humanoids) and\/or <\/span><a href=\"https:\/\/www.forrester.com\/analyst-bio\/meng-liu\/BIO13385\"><span data-contrast=\"none\">Meng Liu<\/span><\/a><span data-contrast=\"auto\"> (enterprise fraud management, identity verification, fintech, and security and risk in financial services) for a conversation.<\/span><\/p>\n",
            "category": [
                {
                    "term_id": 52023,
                    "name": "Agentic AI",
                    "slug": "agentic-ai",
                    "description": "",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/artificial-intelligence-ai\/agentic-ai\/"
                },
                {
                    "term_id": 2352,
                    "name": "AI Insights",
                    "slug": "artificial-intelligence-ai",
                    "description": "<p class=\"text-body font-regular leading-[24px] pt-[9px] pb-[2px]\">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\u2019s 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.<\/p>\r\n<a href=\"https:\/\/www.forrester.com\/technology\/data-ai-leaders\/\">Discover how Forrester supports data, AI, and analytics leaders. <\/a>",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/artificial-intelligence-ai\/"
                },
                {
                    "term_id": 2368,
                    "name": "Architecture &amp; Technology Strategy",
                    "slug": "architecture-technology-strategy",
                    "description": "Your architecture &amp; technology strategy determines whether your business uses technology effectively ... or falls behind competitors. Read Forrester's insights on best practices, trends, and emerging tech in the architecture &amp; technology space.\r\n\r\n<a href=\"\/technology\/\">Discover how Forrester supports technology executives. <\/a>",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/architecture-technology-strategy\/"
                },
                {
                    "term_id": 52016,
                    "name": "Technology",
                    "slug": "technology",
                    "description": "",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/technology\/"
                }
            ],
            "author": "Charlie Dai",
            "coauthors": "Meng Liu"
        },
        {
            "post_type": "post",
            "post_id": 304960,
            "permalink": "https:\/\/www.forrester.com\/blogs\/performance-marketing-is-dead-heres-why\/",
            "title": "Performance Marketing Is Dead \u2014 Here\u2019s Why",
            "date": "Sep 25, 2026 16:00:50",
            "excerpt": "Most B2B marketers track engagement and intent, but those signals don\u2019t reveal whether buyers actually prefer their company. Learn how Forrester\u2019s Preference Marketing Matrix combines market preference and buying group interaction to help organizations prioritize investments and improve growth outcomes.",
            "body": "<p><span data-contrast=\"auto\">An account is visiting your website. Several contacts have downloaded content. You triangulate intent signals with third-party insights. Sales conversations are underway. Your demand dashboard looks promising.<\/span><\/p>\n<p><em>But does the buying group prefer your company, or are they leaning toward a competitor?<\/em><\/p>\n<h3><b><span data-contrast=\"auto\">Yesterday\u2019s Playbook Doesn\u2019t Work For Today\u2019s Buyers<\/span><\/b><\/h3>\n<p><span data-contrast=\"auto\">The question of preference is more urgent than ever. For most companies, the answer will undermine conventional thinking about how B2B buyers make decisions and select vendors. It will change how you interpret your pipeline and where you invest your marketing budget. Engagement tells you that buyers are interacting. Understanding preference, however, helps you assess whether those interactions are happening from a position of strength. The gap between them is the death knell for so-called \u201cperformance marketing.\u201d<\/span><\/p>\n<p><span data-contrast=\"auto\">Buyers now form preferences long before a formal purchase process begins. Peer conversations, thought leadership, analyst perspectives, and other experiences (yes, even display ads) shape which providers they trust and favor. Those early preferences matter because they are also durable. According to Forrester\u2019s B2B buyer research, the initial preferred vendor wins the business 55% of the time on average.<\/span><\/p>\n<h3><b><span data-contrast=\"auto\">Preference Marketing Drives Real Performance<\/span><\/b><\/h3>\n<p><span data-contrast=\"auto\">That\u2019s why we advise clients to invest in <\/span><a href=\"https:\/\/www.forrester.com\/report\/the-preference-marketing-matrix-a-model-for-fueling-brand-and-demand-growth\/RES202184\"><span data-contrast=\"none\">preference marketing<\/span><\/a><span data-contrast=\"auto\">, a strategic approach that gives B2B marketing leaders a practical way to connect brand and demand, prioritize opportunities, and decide what to do next.<\/span><\/p>\n<p><span data-contrast=\"auto\">For marketing and sales leaders, the implication is clear. Building preference before a buying group forms is as important as conventional demand generation and conversion activities. Measuring these efforts separately obscures how they contribute to the same outcome: being chosen.<\/span><\/p>\n<p><a href=\"https:\/\/www.forrester.com\/report\/the-preference-marketing-matrix-a-model-for-fueling-brand-and-demand-growth\/RES202184\"><span data-contrast=\"none\">Forrester\u2019s Preference Marketing Matrix<\/span><\/a><span data-contrast=\"auto\"> connects two dimensions: <\/span><b><span data-contrast=\"auto\">market preference<\/span><\/b><span data-contrast=\"auto\">, which reflects how strongly buyers favor your company and its offerings, and <\/span><b><span data-contrast=\"auto\">buying group interaction<\/span><\/b><span data-contrast=\"auto\">, which assesses whether the right people are meaningfully engaging and progressing toward a purchase decision.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-304968\" src=\"https:\/\/go.forrester.com\/wp-content\/uploads\/2026\/09\/The-Preference-Marketing-Matrix-Download-Figure-1-300x156.png\" alt=\"Matrix showing four market-position scenarios based on market preference and buying group interaction: Contender (increase demand investments), Pole Position (defend leadership), Long Shot (validate fit or limit investment), and Underdog (increase brand preference investment).\" width=\"592\" height=\"308\" srcset=\"https:\/\/go.forrester.com\/wp-content\/uploads\/2026\/09\/The-Preference-Marketing-Matrix-Download-Figure-1-300x156.png 300w, https:\/\/go.forrester.com\/wp-content\/uploads\/2026\/09\/The-Preference-Marketing-Matrix-Download-Figure-1-1024x532.png 1024w, https:\/\/go.forrester.com\/wp-content\/uploads\/2026\/09\/The-Preference-Marketing-Matrix-Download-Figure-1-768x399.png 768w, https:\/\/go.forrester.com\/wp-content\/uploads\/2026\/09\/The-Preference-Marketing-Matrix-Download-Figure-1-1536x798.png 1536w, https:\/\/go.forrester.com\/wp-content\/uploads\/2026\/09\/The-Preference-Marketing-Matrix-Download-Figure-1-2048x1064.png 2048w, https:\/\/go.forrester.com\/wp-content\/uploads\/2026\/09\/The-Preference-Marketing-Matrix-Download-Figure-1-640x333.png 640w\" sizes=\"auto, (max-width: 592px) 100vw, 592px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p><span data-contrast=\"auto\">Together, these dimensions reveal four positions, each calling for a different response:<\/span><\/p>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Pole position: high preference, high interaction.<\/span><\/b><span data-contrast=\"auto\"> You have an advantage and an active buying group. Protect and advance that position with customer proof, validation, executive engagement, and support for the stakeholders involved in the decision.<\/span><\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Contender: high preference, low interaction.<\/span><\/b><span data-contrast=\"auto\"> Buyers favor your company, but that preference has not yet translated into active buying group interaction. Focus on relevant triggers and targeted demand programs that help activate the opportunity.<\/span><\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Underdog: low preference, high interaction.<\/span><\/b><span data-contrast=\"auto\"> Buyers are engaging, but their activity may overstate your competitive position. Strengthen preference through differentiation, credible evidence, trust, authority, and a compelling case for choosing your company.<\/span><\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Long shot: low preference, low interaction.<\/span><\/b><span data-contrast=\"auto\"> Both conditions need work. Make deliberate choices about where to build relevance, where to narrow your target audience, where to sustain investment, and where to deprioritize.<\/span><\/li>\n<\/ul>\n<h3><b><span data-contrast=\"auto\">The Best Time To Get Started Is Now<\/span><\/b><\/h3>\n<p><span data-contrast=\"auto\">You don\u2019t need perfect data to begin. In our report, <\/span><span data-contrast=\"none\"><a href=\"https:\/\/www.forrester.com\/report\/the-preference-marketing-matrix-a-model-for-fueling-brand-and-demand-growth\/RES202184\">The Preference Marketing Matrix: A Model For Fueling Brand And Demand Growth<\/a>, we<\/span><span data-contrast=\"auto\"> outline a pragmatic, incremental approach to measure both dimensions, from using available business and engagement signals to developing richer brand research and buying group intelligence.<\/span><\/p>\n<p><span data-contrast=\"auto\">Marketing and sales should, in concert, define priority segments, align account strategies, and agree on the actions each opportunity needs based on preference position. Take note of whether a position on the matrix changes what your teams do next and the incremental returns that result.<\/span><\/p>\n<p><span data-contrast=\"auto\">Forrester clients can read the full report and schedule a <\/span><a href=\"https:\/\/www.forrester.com\/inquiry\"><span data-contrast=\"none\">guidance session<\/span><\/a><span data-contrast=\"auto\"> to explore the measurement approaches, investment choices, and activation steps you should take to put buyer preference at the center of your brand and demand strategy.<\/span><\/p>\n",
            "category": [
                {
                    "term_id": 2366,
                    "name": "Account-Based Marketing (ABM)",
                    "slug": "account-based-marketing-abm",
                    "description": "Account-based marketing (ABM) is in the midst of a dramatic shift. Explore best practices and trends in ABM and discover how to improve account-based marketing effectiveness.\r\n\r\n<a href=\"https:\/\/www.forrester.com\/research\/demand-generation-and-abm\/\">Learn about Forrester's research service for demand and account-based marketing leaders.<\/a>",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/account-based-marketing-abm\/"
                },
                {
                    "term_id": 2104,
                    "name": "B2B Marketing",
                    "slug": "b2b-marketing",
                    "description": "B2B marketing is increasingly expected to deliver the level of experience buyers are used to having as consumers. Success depends on marketers adapting \u2014 and quickly. Explore our B2B marketing insights to stay ahead.\r\n\r\n<a href=\"https:\/\/www.forrester.com\/b2b-marketing\/\">Discover how Forrester supports B2B marketing leaders.<\/a>",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/b2b-marketing\/"
                },
                {
                    "term_id": 51159,
                    "name": "marketing strategy",
                    "slug": "marketing-strategy",
                    "description": "A sound marketing strategy is essential for ensuring marketing delivers on business objectives. Read our insights for developing a long-term marketing strategy that sets a clear course of action and drives results.",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/marketing-strategy\/"
                }
            ],
            "meta_desc": "Learn how preference marketing helps B2B organizations connect brand and demand, assess competitive position, and improve growth decisions.",
            "author": "Kelvin Gee",
            "coauthors": "Ian Bruce"
        },
        {
            "post_type": "post",
            "post_id": 304760,
            "permalink": "https:\/\/www.forrester.com\/blogs\/abm-tiers-were-made-for-yesterdays-world\/",
            "title": "ABM Tiers Were Made For Yesterday\u2019s World",
            "date": "Sep 25, 2026 10:19:56",
            "excerpt": "For years, B2B marketers have been taught to draw lines around their audiences: \u201cThese are our strategic accounts. Those are tier two. Here\u2019s our vertical program. Everyone else goes into broad-based demand.\u201d There was good reason for this. When insights are scarce, customization is expensive, and teams struggle to coordinate across systems and functions, marketers [&hellip;]",
            "body": "<p>For years, B2B marketers have been taught to draw lines around their audiences: \u201cThese are our strategic accounts. Those are tier two. Here\u2019s our vertical program. Everyone else goes into broad-based demand.\u201d<\/p>\n<p>There was good reason for this. When insights are scarce, customization is expensive, and teams struggle to coordinate across systems and functions, marketers have to make hard choices about where to focus. But something important has changed: The constraints that required those lines are falling away.<\/p>\n<p>Buyer and account insights that once relied on manual research are now available at scale. GenAI and personalization tools have dramatically expanded our ability to tailor experiences. And integrated platforms, workflows, and agents are bringing real-time orchestration across marketing, sales, and customer success within reach. So why are we still organizing our strategies around yesterday\u2019s constraints?<\/p>\n<h3><strong>The Pyramid Has Become The Problem<\/strong><\/h3>\n<p>The traditional account-based marketing (ABM) pyramid gave B2B marketers a practical way to organize accounts by importance. But it included assumptions about the opportunities and buyers within the accounts that didn\u2019t necessarily behave according to the tiers these accounts were put in.<\/p>\n<p>A strategic account might have tremendous overall revenue potential but little need for a particular solution. A lower-priority account might still contain a high-fit opportunity. Buyers can belong simultaneously to an important account, vertical, use case, buying group, and opportunity. Those distinctions matter because revenue doesn\u2019t come from tiers. It comes from <a href=\"https:\/\/www.forrester.com\/blogs\/its-time-for-a-revenue-process-transformation\">buyers connected to opportunities within accounts<\/a> and segments.<\/p>\n<p>Technology increasingly allows B2B marketers to see and respond to those relationships dynamically. That doesn\u2019t mean prioritization disappears (quite the opposite!). It means we can get much smarter about what we prioritize, when, and why.<\/p>\n<p>So what replaces the old model?<\/p>\n<ul>\n<li>First, <strong>start with growth strategy, not account tiers<\/strong>. The right question is not \u201cWhich accounts does this team want to target?\u201d but \u201cWhere does the business expect growth to come from?\u201d That creates a common starting point for deciding which markets, segments, opportunities, accounts, and buyers matter most.<\/li>\n<li>Second, <strong>connect buyers to opportunities<\/strong>. Accounts are useful containers, but they don\u2019t buy things. People do, in pursuit of needs that correspond to opportunities. Our strategies need to flex across account and segment boundaries accordingly, starting with the opportunity and the buying group behind it.<\/li>\n<li>Third, accept that <strong>not every potential deal deserves equal attention<\/strong>. Dynamic does not mean less focused. High-fit opportunities should earn greater investment throughout the lifecycle, whether that means reaching buyers sooner, spending more to engage them, or applying more human attention.<\/li>\n<\/ul>\n<h3><strong>Use Segmentation To Guide, Not Confine<\/strong><\/h3>\n<p>Segmentation and prioritization are as critical as ever. Understanding markets, macrosegments, microsegments, accounts, buying groups, and opportunities gives B2B marketers increasingly specific ways to understand buyers without forcing their assignment to a single, predetermined experience.<\/p>\n<p>The real value of AI, automation, and agentic capabilities is not to execute the old ABM playbook faster. It\u2019s doing something much more transformative \u2014 chipping away at the limitations that required that playbook in the first place.<\/p>\n<p>Static segmentation was a solution to scarcity. Dynamic prioritization is a response to abundance.<\/p>\n<p>Forrester clients can <a href=\"https:\/\/www.forrester.com\/report\/from-static-tiers-to-dynamic-segmentation-abm-meets-the-b2b-revenue-waterfall-tm\/RES201927\">access the full report<\/a> and <a href=\"https:\/\/www.forrester.com\/inquiry\">schedule a guidance session<\/a> to help put this in practice for their own audiences and marketing efforts.<\/p>\n",
            "category": [
                {
                    "term_id": 2366,
                    "name": "Account-Based Marketing (ABM)",
                    "slug": "account-based-marketing-abm",
                    "description": "Account-based marketing (ABM) is in the midst of a dramatic shift. Explore best practices and trends in ABM and discover how to improve account-based marketing effectiveness.\r\n\r\n<a href=\"https:\/\/www.forrester.com\/research\/demand-generation-and-abm\/\">Learn about Forrester's research service for demand and account-based marketing leaders.<\/a>",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/account-based-marketing-abm\/"
                }
            ],
            "meta_desc": "ABM tiers were built for an era of scarce insights and costly personalization. Learn why dynamic prioritization is the model for what comes next.",
            "author": "Nora Conklin"
        },
        {
            "post_type": "post",
            "post_id": 304908,
            "permalink": "https:\/\/www.forrester.com\/blogs\/qualtrics-goes-all-in-on-healthcare-experience-management\/",
            "title": "Qualtrics Goes All In On Healthcare Experience Management",
            "date": "Sep 25, 2026 08:37:54",
            "excerpt": "It\u2019s been a busy few weeks for Qualtrics. Two weeks after announcing its XM Data &amp; AI platform \u2014 coming in 2027 \u2014 it held an (understandably) long-delayed coming-out party for its plans to dominate the healthcare industry. Although Qualtrics announced its intention to acquire PG Forsta last year, the deal didn\u2019t close until May [&hellip;]",
            "body": "<p>It\u2019s been a busy few weeks for Qualtrics. Two weeks after <a href=\"https:\/\/www.forrester.com\/blogs\/qualtrics-bets-on-the-future-of-xm-most-companies-still-need-the-foundation\/\">announcing its XM Data &amp; AI platform<\/a> \u2014 coming in 2027 \u2014 it held an (understandably) long-delayed coming-out party for its plans to dominate the healthcare industry. Although Qualtrics announced its intention to acquire PG Forsta last year, the deal didn\u2019t close <a href=\"https:\/\/www.forrester.com\/blogs\/qualtrics-buys-pg-forsta-for-6-75-billionso-now-what\/\">until May of this year<\/a>, postponing necessary conversations between the two companies\u2019 employees until all regulatory hurdles were cleared.<\/p>\n<p>There\u2019s a lot that\u2019s still fuzzy, but some things are now clear:<\/p>\n<ul>\n<li><strong>This is a \u201cyes, and\u201d situation for Press Ganey clients.<\/strong> Press Ganey\u2019s platforms and resources will remain available to clients for the foreseeable future, and they now have access to Qualtrics \u2014 with contract flexibility that enables a single pricing model that works across interactions regardless of the platform.<\/li>\n<li><strong>Qualtrics is betting big on synthetic research.<\/strong> The company has developed dozens of different synthetic personas and \u201ccohorts\u201d of customers, based on actual customer data, and these cohorts can be used to query and test with synthetic panels of many different customer types \u2014 including ones that are hard to reach, such as persistently disengaged patients. Future capabilities look to enable healthcare organizations (HCOs) to \u201cconverse\u201d with these patients to understand hesitations, perceptions, and the next-best action that will actually influence behavior change.<\/li>\n<li><strong>The goal is to get to the \u201cSo what?\u201d faster.<\/strong> Qualtrics\u2019 data and analytics teams are developing and advancing AI-powered predictive capabilities that will parse signals and identify just-in-time decisions and proactive interventions, such as prioritizing patients for rounding or adding evening appointment availability. This will empower more HCOs to identify right-size solutions and get from \u201cThis is the problem\u201d to \u201cThis is the best solution for us.\u201d<\/li>\n<\/ul>\n<p>That said, the fuzzy is still <em>pretty fuzzy<\/em>. Though some of the underlying capabilities exist today, a concrete roadmap outlining what will be delivered and when hasn\u2019t been shared yet. We have to be realistic about the bold future that Qualtrics envisions: a connected ecosystem that combines patient, clinician, payer, operational, and experience data to improve outcomes and business performance. As our colleague Colleen Fazio <a href=\"https:\/\/www.forrester.com\/blogs\/qualtrics-bets-on-the-future-of-xm-most-companies-still-need-the-foundation\/\">wrote after the XM Data &amp; AI launch event<\/a>, some of these features (like predictive capabilities) are things that have been promised in this market for years.<\/p>\n<p>Unfortunately, many HCOs still lack the interoperable data foundations required to support that vision. We also know that client-side data infrastructures \u2014 especially in healthcare \u2014 are still hugely fragmented and often have significant hygiene and governance issues. This is also a dramatically different way of thinking, because HCOs are used to focusing on what\u2019s within their sphere of control, but Qualtrics is leveraging Press Ganey to evolve toward ecosystem-level approaches. Not all organizations may want to get in on that, at least initially.<\/p>\n<p>More announcements are sure to come. We expect the next batch at Press Ganey\u2019s HX27 conference in February 2027, followed by Qualtrics\u2019 (retitled) XM conference in April 2027.<\/p>\n<h2>What To Do For Now<\/h2>\n<p>Forrester clients can <a href=\"https:\/\/www.forrester.com\/inquiry\">schedule a guidance session<\/a> to discuss the implications of these announcements and what\u2019s to come or read our recent research covering Qualtrics, including the latest Forrester Wave\u2122 from Colleen Fazio and Boris Evelson, <a href=\"https:\/\/www.forrester.com\/report\/the-forrester-wave-tm-customer-feedback-management-and-analytics-solutions-q3-2026\/RES200823\">The Forrester Wave\u2122: Customer Feedback Management And Analytics Solutions, Q3 2026<\/a>. Highlights are available in <a href=\"https:\/\/www.forrester.com\/blogs\/takeaways-from-the-forrester-wave-customer-feedback-management-and-analytics-solutions-q3-2026\/\">their post-Wave blog post<\/a>.<\/p>\n<p>Not a Forrester client? We have published multiple blogs covering Qualtrics\u2019 journey over the last year, including its AI and healthcare ambitions. Check them out below!<\/p>\n",
            "category": [
                {
                    "term_id": 2242,
                    "name": "Age of the Customer",
                    "slug": "age-of-the-customer",
                    "description": "",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/age-of-the-customer\/"
                },
                {
                    "term_id": 2262,
                    "name": "customer experience management",
                    "slug": "customer-experience-management",
                    "description": "Customer experience management is a key competency for firms, enabling them to provide quality, end-to-end experiences for today's channel-agnostic customers. Discover how to improve CX management across the enterprise. Learn key components of customer experience management including selecting metrics, building culture, winning investment, and more.\r\n\r\n<a href=\"\/customer-experience\/\">Discover how Forrester supports customer experience leaders.<\/a>",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/customer-experience-management\/"
                },
                {
                    "term_id": 2246,
                    "name": "Customer Experience Measurement",
                    "slug": "customer-experience-measurement",
                    "description": "Customer experience measurement ensures that CX investments are performing. It also helps stakeholders understand the value of CX. Explore Forrester's insights on customer experience measurement.\r\n\r\n<a href=\"\/customer-experience\/\">Discover how Forrester supports customer experience leaders.<\/a>",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/customer-experience-measurement\/"
                },
                {
                    "term_id": 2132,
                    "name": "healthcare trends",
                    "slug": "healthcare",
                    "description": "The healthcare industry has lagged in CX and digital transformation. Members and patients are eager for better experiences that mirror the level of service and ease they're used to from consumer experiences. Use our insights to start closing the gap and boost satisfaction.",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/healthcare\/"
                },
                {
                    "term_id": 2599,
                    "name": "voice of the customer (VOC)",
                    "slug": "voice-of-the-customer-voc",
                    "description": "Done well, voice of the customer (VOC) programs enable organizations to better meet their customers' needs and deliver more rewarding experiences. Yet, too often, companies falter in the effort. Read Forrester's insights on driving action and deriving value through VOC programs.\r\n\r\n<a href=\"\/customer-experience\/\">Discover how Forrester supports customer experience professionals.<\/a>",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/voice-of-the-customer-voc\/"
                }
            ],
            "author": "Judy Weader",
            "coauthors": "Arielle Trzcinski"
        }
    ]
}