{
    "totalCount": 23251,
    "pageSize": 10,
    "pageNumber": 1,
    "totalPages": 2326,
    "posts": [
        {
            "post_type": "post",
            "post_id": 299145,
            "permalink": "https:\/\/www.forrester.com\/blogs\/openais-proposed-ipo-opens-a-trifecta-of-opportunities-for-them-but-dont-lock-in-just-yet\/",
            "title": "OpenAI\u2019s Proposed IPO Opens a Trifecta of Opportunities For Them, But Don\u2019t Lock In Just Yet",
            "date": "Jun 10, 2026 17:42:09",
            "excerpt": "On the heels of the Anthropic filing last week, OpenAI also confidentially filed a draft S-1 with the SEC, its first formal step toward an IPO. On the same day, Sam Altman and chief scientist Jakub Pachocki published a manifesto-style essay, Built to benefit everyone: our plan. Last valued at roughly $852 billion, OpenAI hasn\u2019t […]",
            "body": "<p>On the heels of the <a href=\"https:\/\/www.forrester.com\/blogs\/anthropics-proposed-ipo-will-change-the-economics-of-enterprise-ai\/\">Anthropic filing last week<\/a>, OpenAI also confidentially <a href=\"https:\/\/openai.com\/index\/openai-submits-confidential-s-1\/\">filed a draft S-1<\/a> with the SEC, its first formal step toward an IPO. On the same day, Sam Altman and chief scientist Jakub Pachocki published a manifesto-style essay, <a href=\"https:\/\/openai.com\/index\/built-to-benefit-everyone-our-plan\/\">Built to benefit everyone: our plan.<\/a> Last valued at roughly $852 billion, OpenAI hasn\u2019t committed to an IPO timeline, but the pairing is telling. While enterprises generally aren&#8217;t immediately impacted by IPO event of another company, it is important to understand what these events could mean for the AI model companies to inform how tech and business leaders should plan their AI investment approach longer term.<\/p>\n<h2>OpenAI Has A Trifecta Of Opportunity Ahead<\/h2>\n<p>OpenAI must convince both consumers and enterprises to reach for its model-powered agents instead of Google\u2019s, Anthropic\u2019s, or any emerging menu of players.\u00a0 All while still out-building everyone on the frontier itself. That\u2019s the trifecta: sticky consumers, automated enterprises, and an AGI capability lead worth deploying. The proceeds from an IPO could fund a future, but only if OpenAI can:<\/p>\n<ul>\n<li><strong>Create a holistic consumer ecosystem. <\/strong>OpenAI must evolve from standalone capabilities to an integrated consumer ecosystem where agents handle everyday tasks (travel booking, reporting etc.) while pulling users into a broader superapp experience. Our 2026 Consumer Benchmark Survey data shows that 47% of US online adults already using ChatGPT, so usage is widespread. Stickiness won\u2019t come from utility alone, but from habit, memory and comfort with apps consumers are already in. That means pairing agents with content, commerce, and community to drive ongoing engagement. A hybrid monetization model (ads + transactions), similar to Google, Amazon, and Meta, that differentiates beyond search by creating or acquiring compelling content that keeps users in its ecosystem will be key.<\/li>\n<li><strong>Win enterprise automation. <\/strong>Whoever automates the dull, expensive middle of a company\u2019s operations first becomes the system of record everyone else has to rip out &#8211; and almost no one does. Today, the <a href=\"https:\/\/www.forrester.com\/blogs\/the-state-of-agentic-ai-in-2026-companies-are-chasing-few-are-catching\/?ref_search=2035652_1781124938373\">state of agentic AI<\/a> indicates that enterprises still lack the orchestration maturity, governance and ability to handle the complexity required to scale. Which means if OpenAI lands the agents inside real business workflows, where the buying decision runs through security reviews, compliance, and integration, they could help unlock <a href=\"https:\/\/www.forrester.com\/blogs\/the-real-ai-roi-problem-isnt-technology-its-measurement\/?ref_search=2035652_1781124938373\">AI value<\/a> that enterprises are desperately seeking. If they want to go faster, buying an established enterprise-software player is a way to trade years of sales cycles for a customer base that\u2019s already signed.<\/li>\n<li><strong>Reach AGI. <\/strong>OpenAI believes that AI doing AI research is the path to AGI and that the automated researcher is the engine, AGI is the prize, and each turn makes the next faster. The consumer and enterprise opportunities could fund the journey, but this is the destination that makes the whole IPO make sense. We believe that <a href=\"https:\/\/www.forrester.com\/blogs\/are-we-ready-to-talk-agi-yet-yes-maybe-no-all-of-the-above\/?ref_search=2035652_1781121682008\">AGI capabilities will evolve<\/a> in four stages offering a more pragmatic lens into why this matters for enterprises.<\/li>\n<\/ul>\n<h2>Enterprises Must Prepare For A Future Without Lock In<\/h2>\n<p>For enterprises tracking how frontier AI companies are shaping their roadmaps, here\u2019s the short version. C-suite leaders shouldn&#8217;t slow down \u2014 accelerate AI implementation, especially agentic AI, to stay ahead. Don&#8217;t lock into long-term contracts; keep your architectures flexible. In fact, OpenAI could become AI\u2019s BlackBerry FIFO. First In, First Out. The company that defines a category is often the one most painfully displaced by it, so anchor to the capability you need, not the brand that got there first, and keep your switching costs low. The IPO will make finances transparent and enterprises will now see how much it costs to train, run, operate their businesses.\u00a0 In OpenAI\u2019s <a href=\"https:\/\/openai.com\/index\/built-to-benefit-everyone-our-plan\/\">essay<\/a>, it lays out three goals that will define it\u2019s future. Here\u2019s an explanation of these goals and how they could impact AI\u2019s trajectory in the enterprise.<\/p>\n<ul>\n<li><strong>Build an automated AI researcher \u2013 AI building AI<\/strong>. The first goal is an AI system that can accelerate and increasingly automate the research process itself, while staying steerable, accountable, and connected to people. The company says that by March 2028, a significant fraction of its own research may be done by AI systems working alongside human researchers &#8211; a bet that AI doing AI research will soon set the pace of progress. <em>Our take:<\/em> When <a href=\"https:\/\/www.forrester.com\/report\/the-state-of-agentic-software-development-2026\/RES196311?ref_search=2035652_1781111214085\">AI agents can write their own \u201ctools\u201d &#8211; aka code<\/a> &#8211; the sky\u2019s the limit. Every frontier model company is racing toward this same approach, which means agents that can build their own capabilities on the fly for all enterprise processes.<\/li>\n<li><strong>Accelerate the economy \u2013 early mover advantage. <\/strong>Their second goal is to accelerate scientific progress, productivity, and economic growth.\u00a0 The framing leans hard on the idea that everyone should have a meaningful stake in the prosperity AI creates, not just the companies building the systems. <em>Our take:<\/em> OpenAI stresses on ensuring \u201cThe gains are widely shared\u201d which we believe mostly means shared with whoever moves first. The early movers turn the productivity boost into a lead, and everyone else inherits a more efficient set of competitors.<\/li>\n<li><strong>Give everyone on Earth a personal AGI \u2013 shift from ether to real<\/strong>. Their third goal is the most expansive: putting a personal digital assistant (a <a href=\"https:\/\/www.forrester.com\/report\/the-quiet-roar-of-artificial-general-intelligence\/RES185653\">competent AGI<\/a>) in the hands of every person on Earth, to use however they choose. It\u2019s the clearest expression of OpenAI\u2019s distribution-over-concentration thesis &#8211; the belief that broadly shared power makes societies more resilient than concentrated power does. <em>Our take:<\/em> When everyone can have a personal AGI intelligence stops being the scarce resource. The competitive advantage is lost and no one needs one. The advantage shifts to what an AGI can\u2019t conjure out of thin air: physical assets, real-world infrastructure, supply chains, energy, and the stuff with a footprint (e.g. SpaceX).<\/li>\n<\/ul>\n<p>Forrester clients with questions related to this can connect with us through an\u00a0<a href=\"https:\/\/www.forrester.com\/inquiry\">inquiry or guidance session<\/a>.<\/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": 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": 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\/"
                }
            ],
            "author": "Mike Gualtieri",
            "coauthors": "Diego Lo Giudice, Brian Hopkins, Nikhil Lai, Emily Collins, Sudha Maheshwari, Srividya Sridharan"
        },
        {
            "post_type": "post",
            "post_id": 299139,
            "permalink": "https:\/\/www.forrester.com\/blogs\/retention-as-a-service-is-an-intriguing-idea-heres-what-it-actually-means\/",
            "title": "Retention-As-A-Service Is An Intriguing Idea \u2014 Here\u2019s What It Actually Means",
            "date": "Jun 10, 2026 17:07:46",
            "excerpt": "At Gainsight\u2019s Pulse conference last month, CEO Chuck Ganapathi shared a question he said every customer-facing leader is hearing from their board:\u00a0How do I use\u00a0AI to drive higher retention?\u00a0That framing was\u00a0intentional,\u00a0and it\u00a0wasn\u2019t\u00a0set up\u00a0to be\u00a0a product\u00a0announcement;\u00a0it was a positioning statement\u00a0for the company.\u00a0And it set the stage for everything\u00a0that followed. The company introduced a brand-new focus at [&hellip;]",
            "body": "<p><span data-contrast=\"auto\">At Gainsight\u2019s Pulse conference last month, CEO Chuck Ganapathi shared a question he said every customer-facing leader is hearing from their board:\u00a0<\/span><i><span data-contrast=\"auto\">How do I use\u00a0AI to drive higher retention?\u00a0<\/span><\/i><span data-contrast=\"auto\">That framing was\u00a0intentional,\u00a0and it\u00a0wasn\u2019t\u00a0set up\u00a0to be\u00a0a product\u00a0announcement;\u00a0it was a positioning statement\u00a0for the company.\u00a0And it set the stage for everything\u00a0that followed.<\/span><\/p>\n<p><span data-contrast=\"auto\">The company introduced a brand-new focus at Pulse: retention-as-a-service. New website homepage, new tagline, new company narrative. Gainsight\u2019s own <\/span><a href=\"https:\/\/www.gainsight.com\/press\/gainsight-launches-the-agentic-stack-for-customer-retention\/\"><span data-contrast=\"none\">press release<\/span><\/a><span data-contrast=\"auto\"> describes it not as a product feature set but as \u201ca new operating model for postsales.\u201d<\/span><\/p>\n<p><span data-contrast=\"auto\">An operating model shift is a big bet. It implies that how you deliver retention outcomes has fundamentally changed, not just what tools you use to do it. But before buyers take that at face value, they should first ask what is \u2014 and isn\u2019t \u2014 \u201cretention-as-a-service.\u201d<\/span><\/p>\n<p><span data-contrast=\"auto\">At first glance, it\u00a0could be dismissed\u00a0as\u00a0yet\u00a0another fancy term slapped on to the old way of doing things.\u00a0The B2B SaaS world\u00a0has a habit of turning\u00a0operational frameworks into brand vocabulary long before the operating model(s) has time to catch up.<\/span><\/p>\n<p><span data-contrast=\"auto\">\u201cProduct-led growth\u201d started as an intentional distinction about how companies acquire and expand customers. Within a couple of years, every vendor with a free trial called themselves product-led. Then came \u201csales-led growth\u201d to counter that. \u201cCommunity-led,\u201d \u201ccustomer-led,\u201d and several other variations followed suit. The terms weren\u2019t wrong; they just got stretched too far past the point where they carried any weight.<\/span><\/p>\n<p><span data-contrast=\"auto\">Is \u201cretention-as-a-service\u201d the latest in this pattern? The \u201caaS\u201d implies a specific delivery model, a transfer of execution responsibility, and a shared accountability for outcomes. So let\u2019s examine Gainsight\u2019s claim against this expectation.<\/span><\/p>\n<h2 aria-level=\"2\"><span data-contrast=\"none\">What Gainsight Actually Built<\/span><\/h2>\n<p><span data-contrast=\"auto\">First though, it\u2019s worth pointing out that the portfolio that it announced at Pulse is pretty substantial \u2014 Agent Studio powered by Claude, MCP integrations that span across their products, and a strategic partnership with Salesforce that addresses the long-standing problem of siloed data (and teams) between customer success and sales.<\/span><\/p>\n<p><span data-contrast=\"auto\">All of this is an intentional platform strategy. Gainsight is building for the agentic AI moment. And\u00a0almost all\u00a0of it is still software.<\/span><\/p>\n<p><span data-contrast=\"auto\">Agent Studio is a workspace for\u00a0client\u00a0teams\u00a0to build agents. MCP integrations\u00a0connect\u00a0their\u00a0systems. Gainsight\u00a0built\u00a0the environment and your organization does the work.\u00a0It\u2019s\u00a0platform software, but not \u201cas-a-service\u201d in the delivery model sense of the term.<\/span><\/p>\n<h2 aria-level=\"2\"><span data-contrast=\"none\">Where The Claim Holds<\/span><\/h2>\n<p><span data-contrast=\"auto\">There is one\u00a0offering\u00a0in the portfolio where the\u00a0claim to\u00a0shifting the\u00a0operating model\u00a0is true: Atlas.<\/span><\/p>\n<p><span data-contrast=\"auto\">Atlas AI-Native Services is Gainsight\u2019s new managed services offering. It will run end-to-end renewals for long-tail accounts using AI agents with human oversight. Essentially, Gainsight absorbs the execution risk and outcomes. For customer success teams lacking the resources to cover these accounts, it is an attractive offer.<\/span><\/p>\n<p><span data-contrast=\"auto\">There are still a lot of questions to dig\u00a0into,\u00a0and\u00a0it\u2019s\u00a0worth\u00a0noting that Atlas is only available to qualified enterprise customers, not their full install base.<\/span><\/p>\n<h2 aria-level=\"2\"><span data-contrast=\"none\">What To Ask Before Buying<\/span><\/h2>\n<p><span data-contrast=\"auto\">The rebrand is strategic and smart. \u201cRetention\u201d speaks to customer success leaders, revenue teams, and CFOs in a way that \u201ccustomer success platform\u201d never could. The Salesforce partnership makes Gainsight potentially harder to cut from the tech stack. And the agentic AI positioning answers the board question directly.<\/span><\/p>\n<p><span data-contrast=\"auto\">What it means for buyers is that the vendor conversation has changed. You are no longer simply evaluating a CS platform; you are evaluating a claim about outcome delivery. A few questions buyers should bring to the conversation, though not an exhaustive list:<\/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=\"auto\">Am I eligible for Atlas?<\/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;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">What does it cost?<\/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;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">What accountability terms apply if retention outcomes\u00a0aren\u2019t\u00a0met?<\/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;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">What does my team own in an agentic workflow versus what Gainsight owns?<\/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;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">How could this go wrong, and what is Gainsight doing to mitigate my risk?<\/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;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">What accountability should I look\u00a0for,\u00a0and how will I measure it?<\/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;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">What does \u201cretention-as-a-service\u201d success look like?<\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"auto\">We can all agree that outcomes are the real currency right now. Gainsight\u2019s answer to this moment demonstrates that. But \u201ca new operating model for postsales\u201d is a significant claim to make and right now their portfolio only partially delivers on it. Buyers should understand that going in.<\/span><\/p>\n<p>Retention-as-a-service is a compelling vision and a term worth discussing as you shape your buying decisions. If you\u2019re a Forrester client and want to explore what this could mean for your organization, book a <a href=\"https:\/\/www.forrester.com\/inquiry\">guidance session<\/a> with me.<\/p>\n",
            "category": [
                {
                    "term_id": 34352,
                    "name": "B2B CX",
                    "slug": "b2b-cx",
                    "description": "Customer success programs have thus far gained limited traction among B2Bs. Yet those companies that have embraced CX have seen improved customer relationships and retention. Read our best practices for strengthening B2B CX.\r\n\r\n<a href=\"\/customer-experience\/\">Discover how Forrester supports customer experience professionals.<\/a>\r\n",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/b2b-cx\/"
                },
                {
                    "term_id": 50231,
                    "name": "B2B Research",
                    "slug": "b2b-research",
                    "description": "Explore our latest insights for B2B marketing, product, and sales leaders to facilitate sound decision-making, execute with precision, and accelerate growth. Find guidance to help drive alignment across B2B marketing, sales, and product functions and power growth.\r\n\r\nLearn more about how Forrester supports <a href=\"\/b2b-marketing\">B2B marketing<\/a> and <a href=\"\/sales\/\">sales<\/a> leaders.",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/b2b-research\/"
                },
                {
                    "term_id": 51784,
                    "name": "B2B Sales",
                    "slug": "b2b-sales",
                    "description": "",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/b2b-sales\/"
                },
                {
                    "term_id": 2411,
                    "name": "customer centricity",
                    "slug": "customer-centricity",
                    "description": "To succeed, firms must make customers the focal point of their strategy and operations. Read insights on how to foster customer centricity at your business.\r\n\r\n<a href=\"\/customer-experience\/\">Discover how Forrester supports customer experience leaders.<\/a>",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/customer-centricity\/"
                },
                {
                    "term_id": 2292,
                    "name": "Customer Engagement",
                    "slug": "customer-engagement",
                    "description": "In a hypercompetitive climate, customer engagement is a key differentiator. Read our insights to nurture and strengthen customer relationships, improve retention, and demonstrate the business value of the customer engagement function.\r\n\r\n<a href=\"\/customer-experience\/\">Discover how Forrester supports customer experience leaders.<\/a>",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/customer-engagement\/"
                },
                {
                    "term_id": 2100,
                    "name": "customer experience",
                    "slug": "customer-experience",
                    "description": "Customer experience is a key driver of loyalty, satisfaction, and revenue. Mastering it is a complex and ever-changing proposition. Forrester's insights aid organizations to succeed with customer experience.\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\/"
                }
            ],
            "meta_desc": "Retention-as-a-service promises to deliver outcomes. Here\u2019s what it means, what Gainsight actually built, and where the model falls short.",
            "author": "Shari Srebnick"
        },
        {
            "post_type": "post",
            "post_id": 299115,
            "permalink": "https:\/\/www.forrester.com\/blogs\/customer-success-and-customer-experience-the-difference-is-more-than-semantic\/",
            "title": "Customer Success And Customer Experience: The Difference Is More Than Semantic",
            "date": "Jun 10, 2026 15:51:00",
            "excerpt": "Customer success (CS) and customer experience (CX) are often discussed interchangeably, and for good reason. Both exist to improve customer outcomes, and both play essential roles across the customer lifecycle \u2014 but they are not interchangeable. Much like a paramedic and an ER physician, CS and CX contribute at different moments and with different tools [&hellip;]",
            "body": "<p><span data-contrast=\"auto\">Customer success (CS) and customer experience (CX) are often discussed interchangeably, and for good reason. Both exist to improve customer outcomes, and both play essential roles across the customer lifecycle \u2014 but they are not interchangeable. Much like a paramedic and an ER physician, CS and CX contribute at different moments and with different tools and forms of accountability.<\/span><\/p>\n<blockquote>\n<p aria-level=\"1\"><span data-contrast=\"none\">The\u00a0simplest way to\u00a0distinguish between\u00a0CS and CX comes down to scope, focus, and accountability.<\/span><\/p>\n<\/blockquote>\n<h3 aria-level=\"2\"><span data-contrast=\"none\">CX looks across the entire customer journey.<\/span><\/h3>\n<p><span data-contrast=\"auto\">CX is broad by design, and its relationship with customers is primarily indirect. It spans every stage and touchpoint \u2014 from marketing and sales through product, support, and customer success. It seeks to answer the question,\u00a0<\/span><i><span data-contrast=\"auto\">\u201cHow do customers feel about us?\u201d<\/span><\/i><span data-contrast=\"auto\"> and focuses on shaping perception through better journeys, processes, and systems. Its metrics tend to reflect sentiment and perception, such as <a href=\"https:\/\/www.forrester.com\/net-promoter-score\">Net Promoter Score\u2120<\/a> (NPS), customer satisfaction (CSAT), and brand sentiment.<\/span><\/p>\n<p><span data-contrast=\"auto\">High-performing CX teams connect\u00a0perception\u00a0signals to\u00a0<\/span><a href=\"https:\/\/www.forrester.com\/report\/cx-strategy-essentials\/RES143833\"><span data-contrast=\"none\">behavioral and business outcomes<\/span><\/a><span data-contrast=\"auto\"> and then use governance to prioritize improvements across functions. In this way, CX influences experience at scale while also shaping cross-functional decisions about where to invest and what to fix.<\/span><\/p>\n<h3 aria-level=\"2\"><span data-contrast=\"none\">CS works directly with customers to deliver outcomes.<\/span><\/h3>\n<p><span data-contrast=\"auto\">Customer success is narrower and more hands-on. It lives in the postsale and is measured on customer and company outcomes such as adoption, value realization, retention, and expansion. CS teams work with named accounts and are accountable for customer retention and growth, though formal renewal ownership may vary by operating model. Their metrics focus on measurable business results, such as gross and net retention, churn, and customer lifetime value.<\/span><\/p>\n<p><span data-contrast=\"auto\">CS operationalizes outcomes through\u00a0<\/span><a href=\"https:\/\/www.forrester.com\/report\/how-to-build-outcomes-based-joint-customer-success-plans\/RES153315\"><span data-contrast=\"none\">joint customer success plans<\/span><\/a><span data-contrast=\"auto\"> that define the customer\u2019s goals, the milestones that indicate progress, and the shared responsibilities required to realize value. These plans provide a bridge between what customers are trying to achieve and how the provider helps them get there. Rather than shaping perception broadly, CS ensures that customers achieve tangible value from their investment.<\/span><\/p>\n<h3 aria-level=\"2\"><span data-contrast=\"none\">Each has a different scope, different goals, and different time horizons.<\/span><\/h3>\n<p><span data-contrast=\"auto\">CX plays the long game of enhancing brand loyalty and journey quality, while CS manages near-term account health and value realization. But when CS and CX aren\u2019t clearly distinguished, we typically see friction build between the functions. Teams might do good work in parallel, but insights don\u2019t always travel as far as they could.<\/span><\/p>\n<p><span data-contrast=\"auto\">For example, a CX team may run a voice-of-the-customer program and uncover that customers feel less supported after onboarding. That signal exists, but it may not immediately reach CS in a way that changes account-level priorities. At the same time, CS may be seeing early churn risk tied to a recurring product gap \u2014 based on information from renewal conversations and usage data \u2014 but that insight may not make its way back into journey mapping or experience design.<\/span><\/p>\n<p><span data-contrast=\"auto\">Solving this disconnect isn\u2019t goodwill; it\u2019s an explicit operating model. High-performing organizations establish a shared taxonomy for customer issues, define cross-functional forums to assign ownership, and put closed-loop mechanisms in place so that CS account signals and CX journey insights translate into product, process, and experience improvements.<\/span><\/p>\n<h3><span data-contrast=\"auto\">CS and CX actually benefit from being clearly differentiated.<\/span><\/h3>\n<p><span data-contrast=\"auto\">In modern B2B organizations, this distinction enables orchestration rather than overlap: CX drives systemic journey improvements and governance, while CS applies those insights in the context of individual customer goals and commercial outcomes. Together, they create connected postsale journeys that help customers make measurable progress toward value.<\/span><\/p>\n<p><span data-contrast=\"auto\">If you\u2019re planning to attend\u00a0<\/span><a href=\"https:\/\/www.forrester.com\/event\/cx-east\/\"><span data-contrast=\"none\">CX Forum East<\/span><\/a><span data-contrast=\"auto\"> in NYC\u00a0on June 16\u2013<\/span><span data-contrast=\"auto\">17<\/span><span data-contrast=\"auto\"> and would like to talk through the differences to better understand the two functions, including how CS and CX should work together, make sure to book a one-on-one with <a href=\"https:\/\/www.forrester.com\/analyst-bio\/shari-srebnick\/BIO18424\">me<\/a> or my colleague <\/span><a href=\"https:\/\/www.forrester.com\/analyst-bio\/su-doyle\/BIO14724\"><span data-contrast=\"none\">Su Doyle<\/span><\/a>.<\/p>\n",
            "category": [
                {
                    "term_id": 34352,
                    "name": "B2B CX",
                    "slug": "b2b-cx",
                    "description": "Customer success programs have thus far gained limited traction among B2Bs. Yet those companies that have embraced CX have seen improved customer relationships and retention. Read our best practices for strengthening B2B CX.\r\n\r\n<a href=\"\/customer-experience\/\">Discover how Forrester supports customer experience professionals.<\/a>\r\n",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/b2b-cx\/"
                },
                {
                    "term_id": 50231,
                    "name": "B2B Research",
                    "slug": "b2b-research",
                    "description": "Explore our latest insights for B2B marketing, product, and sales leaders to facilitate sound decision-making, execute with precision, and accelerate growth. Find guidance to help drive alignment across B2B marketing, sales, and product functions and power growth.\r\n\r\nLearn more about how Forrester supports <a href=\"\/b2b-marketing\">B2B marketing<\/a> and <a href=\"\/sales\/\">sales<\/a> leaders.",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/b2b-research\/"
                },
                {
                    "term_id": 2292,
                    "name": "Customer Engagement",
                    "slug": "customer-engagement",
                    "description": "In a hypercompetitive climate, customer engagement is a key differentiator. Read our insights to nurture and strengthen customer relationships, improve retention, and demonstrate the business value of the customer engagement function.\r\n\r\n<a href=\"\/customer-experience\/\">Discover how Forrester supports customer experience leaders.<\/a>",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/customer-engagement\/"
                },
                {
                    "term_id": 2100,
                    "name": "customer experience",
                    "slug": "customer-experience",
                    "description": "Customer experience is a key driver of loyalty, satisfaction, and revenue. Mastering it is a complex and ever-changing proposition. Forrester's insights aid organizations to succeed with customer experience.\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\/"
                }
            ],
            "meta_desc": "Customer success vs. customer experience is more than semantics. Learn how CS drives outcomes and retention while CX shapes perception across the full customer journey.",
            "author": "Shari Srebnick",
            "coauthors": "Su Doyle"
        },
        {
            "post_type": "post",
            "post_id": 299072,
            "permalink": "https:\/\/www.forrester.com\/blogs\/how-fable-5-and-mythos-5-change-ai-security-data-retention-and-vendor-risk\/",
            "title": "How Fable 5 And Mythos 5 Change AI Security, Data Retention, And Vendor Risk",
            "date": "Jun 10, 2026 13:34:03",
            "excerpt": "Anthropic\u2019s Fable 5 and Mythos 5 is the most 2026 product launch you\u2019ll read this year. The same model can find nation-state zero days, design novel drug candidates, and play FireRed on a Gameboy Advance with nothing but screenshots. And for the gaming fans out there, yes, we got Fable 5 before Fable 4. These [&hellip;]",
            "body": "<p>Anthropic\u2019s Fable 5 and Mythos 5 is the most 2026 <a href=\"https:\/\/www.anthropic.com\/news\/claude-fable-5-mythos-5\">product launch you\u2019ll read this year<\/a>. The same model can find nation-state zero days, design novel drug candidates, and play FireRed on a Gameboy Advance with nothing but screenshots. And for the gaming fans out there, yes, we got Fable 5 before Fable 4.<\/p>\n<p>These three examples also exhibit the characteristics that matter in these models: long time-horizon tasks, self-correcting operations, and autonomous reasoning. Anthropic released all three of these on Tuesday under two names: Claude Fable 5 for the public and Claude Mythos 5 for a vetted few. For Forrester clients, we\u2019ve prepared an update on how to discuss this release with your board of directors and senior leaders <a href=\"https:\/\/www.forrester.com\/report\/ciso-board-update-mythos-and-glasswing\/RES194725\">here<\/a>.<\/p>\n<h2>What\u2019s Understood And Expected<\/h2>\n<p>Anthropic was always going to ship Mythos. In April, the company introduced Mythos Preview as a model too dangerous to release, gated to roughly 50 Project Glasswing partners. The partnership expanded in June to 150. Its \u201ceventual\u201d release arrived a few weeks later. A frontier lab on the brink of IPO sitting on its most capable model indefinitely was never going to happen. Fable 5 is that model with guardrails; Mythos 5 is that model with the guardrails selectively lifted in some use cases for defenders.<\/p>\n<p>Fable 5 is state-of-the-art on nearly every capability benchmark, and both models list at less than <a href=\"https:\/\/9to5mac.com\/2026\/06\/09\/anthropic-just-released-public-mythos-class-ai-model-called-claude-fable-details-here\/\">half the price of Mythos Preview<\/a>. These models are still expensive, just less expensive than the Mythos preview version. And the harsh truth remains: As token prices come down, token usage goes up, meaning the total amount spent increases even as the per-unit costs drop. Mythos requires approved access and a hefty wallet to afford it. The divide between haves and have-nots in cybersecurity just widened, ushering in an era of aggressive model cost optimization and hard trade-offs on capability versus cost.<\/p>\n<h2>What To Know About Two Big Changes<\/h2>\n<h3>The Safeguards Are A Control You Depend On \u2026 But Don\u2019t Operate<\/h3>\n<p>Fable 5 and Mythos 5 are one model with a safety switch. For cybersecurity, biology, and chemistry topics, Fable 5 can block the request and route the query to Opus 4.8 instead; users are informed that the fallback took place. Anthropic says the fallback triggers in under 5% of sessions, is tuned conservatively so it will sometimes catch harmless requests, and that testing surfaced no universal jailbreaks.<\/p>\n<p>Mythos 5 is a gated release to select members of Project Glasswing, but it removes some of the safeguards that Fable 5 ships with. This aligns the model release with our first-in-market <a href=\"https:\/\/www.forrester.com\/blogs\/introducing-aegis-the-guardrails-cisos-need-for-the-agentic-enterprise\/\">AEGIS Framework principle of least-agency<\/a> tuning and guardrails at the model provider layer. Your enterprise does not administer this guardrail. The guardrails\u2019 scope, sensitivity, and reliability are set by Anthropic, defining what acceptable risk looks like for global R&amp;D and security operations teams, without any real public governance structure. Enterprise-specific runtime security and guardrails for applications and users working with these models are still necessary for anything your organization wants to detect or prevent.<\/p>\n<h3>The Data Retention Policy Change Is A Huge Adjustment For Enterprises<\/h3>\n<p>There\u2019s another significant change coming with Fable 5 and Mythos 5. Anthropic now requires <a href=\"https:\/\/support.claude.com\/en\/articles\/15425996-data-retention-practices-for-mythos-class-models\">30-day retention on all traffic<\/a> (prompts and completions) across both its own surfaces and third-party platforms \u2014 a requirement that overrides existing zero-retention agreements. If your enterprise negotiated a <a href=\"https:\/\/privacy.claude.com\/en\/articles\/8956058-i-have-a-zero-data-retention-agreement-with-anthropic-what-products-does-it-apply-to\">zero-retention data processing agreement (DPA)<\/a>, using a Mythos-class model voids it for that traffic; there is no opt-out. Consumer subscriptions already included a retention period, so this doesn\u2019t change for Pro and Max subscribers, which is why we continue to <a href=\"https:\/\/www.forrester.com\/blogs\/seriously-stop-putting-consumer-data-into-chatgpt\/\">advise caution about the data that consumers put into these tools<\/a>.<\/p>\n<p>For third-party risk concerns, Anthropic says the data will not train new Claude models and will not be used for any nonsafety purpose; that it logs all human access to the retained data; and that it deletes the data after 30 days in almost all cases. Anthropic <a href=\"https:\/\/trust.anthropic.com\/resources?s=7ksqkied5hn0pocsj206m&amp;name=%5banthropic%5d-security-and-privacy-design-of-anthropic-data-retention-and-review\">published a whitepaper in its trust center<\/a> about the use cases and safeguards in place to protect enterprise data, highlighting when retained data is kept beyond the 30-day window. The stated purpose is defensive: catching novel attacks, multirequest abuse, and new jailbreaks, along with reducing false positives in the safeguard layer.<\/p>\n<p>The 30-day window lines up with a <a href=\"https:\/\/www.whitehouse.gov\/presidential-actions\/2026\/06\/promoting-advanced-artificial-intelligence-innovation-and-security\/\">White House executive order<\/a> that set a voluntary framework for AI companies to share frontier models with the government ahead of public release. So \u201csafety monitoring\u201d and \u201cpotential government visibility\u201d are now adjacent concepts.<\/p>\n<div style=\"max-width: 980px; font-family: Arial, Helvetica, sans-serif; color: #111;\">\n<div style=\"font-size: 18px; font-weight: bold; margin-bottom: 0;\">Fable 5 And Mythos 5 Facts<\/div>\n<table style=\"width: 100%; border-collapse: collapse; table-layout: fixed; border: 1px solid #b7b7b7;\">\n<colgroup>\n<col style=\"width: 32%;\" \/>\n<col style=\"width: 68%;\" \/> <\/colgroup>\n<thead>\n<tr>\n<th style=\"background: #00563F; color: #ffffff; text-align: left; padding: 8px 10px; border: 1px solid #b7b7b7; font-size: 16px; font-weight: bold;\">Item<\/th>\n<th style=\"background: #00563F; color: #ffffff; text-align: left; padding: 8px 10px; border: 1px solid #b7b7b7; font-size: 16px; font-weight: bold;\">Detail<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td style=\"background: #d9dde3; vertical-align: top; padding: 8px 10px; border: 1px solid #b7b7b7; font-size: 16px; font-weight: bold;\">Models<\/td>\n<td style=\"background: #ffffff; vertical-align: top; padding: 8px 10px; border: 1px solid #b7b7b7; font-size: 16px;\">Fable 5 (public, safeguarded) and Mythos 5 (restricted, safeguards lifted in some areas) \u2014 same underlying model<\/td>\n<\/tr>\n<tr>\n<td style=\"background: #d9dde3; vertical-align: top; padding: 8px 10px; border: 1px solid #b7b7b7; font-size: 16px; font-weight: bold;\">Access<\/td>\n<td style=\"background: #ffffff; vertical-align: top; padding: 8px 10px; border: 1px solid #b7b7b7; font-size: 16px;\">Fable 5: Claude API (claude-fable-5) and consumption Enterprise today; free on Pro, Max, Team, seat-based Enterprise through June 22, then usage credits. Mythos 5: Glasswing partners, US government, and approved bio researchers; broader trusted-access programs to follow<\/td>\n<\/tr>\n<tr>\n<td style=\"background: #d9dde3; vertical-align: top; padding: 8px 10px; border: 1px solid #b7b7b7; font-size: 16px; font-weight: bold;\">Price<\/td>\n<td style=\"background: #ffffff; vertical-align: top; padding: 8px 10px; border: 1px solid #b7b7b7; font-size: 16px;\">$10\/$50 per million input\/output tokens, under half of Mythos Preview, which is still the most expensive major model<\/td>\n<\/tr>\n<tr>\n<td style=\"background: #d9dde3; vertical-align: top; padding: 8px 10px; border: 1px solid #b7b7b7; font-size: 16px; font-weight: bold;\">Safeguards<\/td>\n<td style=\"background: #ffffff; vertical-align: top; padding: 8px 10px; border: 1px solid #b7b7b7; font-size: 16px;\">Cyber, biology, and chemistry queries can be blocked and routed to Opus 4.8; Anthropic says the fallback triggers in under 5% of sessions and that testing found no universal jailbreaks<\/td>\n<\/tr>\n<tr>\n<td style=\"background: #d9dde3; vertical-align: top; padding: 8px 10px; border: 1px solid #b7b7b7; font-size: 16px; font-weight: bold;\">Data retention<\/td>\n<td style=\"background: #ffffff; vertical-align: top; padding: 8px 10px; border: 1px solid #b7b7b7; font-size: 16px;\">Mandatory 30-day retention on\u00a0<em>all<\/em> traffic and first- and third-party surfaces, overriding prior zero-retention agreements \u2014 not used for training; human access logged; deleted after 30 days in almost all cases<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<h2>What To Do<\/h2>\n<p>Fable 5 is the most capable model the public can touch today, and the benchmarks are laudable. The changes to data retention, silent model downgrades, and premium pricing all have immediate impact on cybersecurity teams.<\/p>\n<h3>Accept that availability may need to suffer to preserve confidentiality.<\/h3>\n<p>It\u2019s a trade-off that will be difficult for IT and development teams that consider uptime and five-nines as sacred, but it\u2019s the reality of the world we now live in. Deploying untested patches or virtual patching to prevent a potential exploit is worth the trade-off in potential downtime \u2014 <a href=\"https:\/\/www.reuters.com\/business\/finance\/anthropics-mythos-sends-us-banks-rushing-plug-cyber-holes-2026-05-12\/\">something that major banks are preparing for now<\/a>. Giving customers partial bill credits for outages is far less expensive than a decade of litigation and fines from regulators resulting from a data breach.<\/p>\n<p>This isn\u2019t just a technology decision; it\u2019s a behavioral and cultural shift that will make many in the organization uncomfortable. Frontier AI makes this a necessary evil. Patch fatigue will morph into triage fatigue <a href=\"https:\/\/www.forrester.com\/blogs\/the-real-future-of-proactive-security-isnt-finding-exposures-its-fixing-them\/\">as tired teams of defenders tap out<\/a> from the never-ending onslaught of issues that must be tracked and remediated from these model releases. Take the following steps to counter this before it overburdens your teams and slows your decision-making:<\/p>\n<ol>\n<li>Start with <a href=\"https:\/\/www.forrester.com\/blogs\/the-success-of-your-proactive-security-strategy-depends-on-your-answer-to-six-questions\/\">proactive security platforms<\/a> that allow agents to take action in noncritical environments and asset types.<\/li>\n<li>Assess your ability to <a href=\"https:\/\/www.forrester.com\/blogs\/announcing-the-forrester-wave-unified-vulnerability-management-wave-q3-2025\/\">automate what you can in the remediation lifecycle<\/a>.<\/li>\n<li>Shift your vulnerability management processes to better handle the <a href=\"https:\/\/www.forrester.com\/blogs\/project-glasswing-shows-that-ai-will-break-the-vulnerability-management-playbook\/\">record-breaking number of CVEs<\/a> that will continue to increase.<\/li>\n<li>Test projects to utilize and deploy virtual patching.<\/li>\n<\/ol>\n<h3>Realize that open-source maintainers still need help.<\/h3>\n<p>These disclosures require investigation, triage, and, when applicable, remediation due to expanded Mythos 5 access. To assist, qualifying open-source maintainers can sign up for free access to the Max 20x plan for six months, which offers higher usage limits, but this assumes that maintainers have the time and capacity to prioritize addressing the surge in reported vulnerabilities. Anthropic, like most AI model providers, was built on open-source software and continues to benefit from the open-source ecosystem. With another blockbuster revenue quarter projected, sustained funding to critical open-source projects would demonstrate a commitment to the community that Mythos is likely to disrupt.<\/p>\n<p>Now is the time for ruthless prioritization of the open-source software you use: well-maintained, communicative, and security-oriented deployments. In a worst-case scenario, for less-maintained but critical open-source software, it can make sense to fork it and take on that maintenance yourself.<\/p>\n<h3>Recognize the first document that defenders will create.<\/h3>\n<p>Whether it\u2019s your pen testers or your SOC analysts, the first document almost every team will share is <em>not<\/em> going to be \u201c<em>best prompts for Fable 5<\/em>.\u201d It will be \u201c<em>prompts that bypass fallbacks in Fable 5<\/em>,\u201d explaining how to get around safeguards to obtain Mythos 5-like capabilities and bypass the conservatively tuned safeguards that impact up to 5% of sessions. Anthropic attests to thousands of hours of testing to prevent jailbreaking Fable 5, but motivated and creative security pros always find a way.<\/p>\n<h3>Understand that your old processes and procedures don\u2019t work anymore.<\/h3>\n<p>Anthropic benchmarks showcase Fable 5 working across long time-horizon sessions over days, delegating to subagents, checking its own work, and recursively improving its own code. Your <a href=\"https:\/\/www.forrester.com\/blogs\/the-state-of-agentic-ai-in-2026-companies-are-chasing-few-are-catching\/\">assumptions of change control<\/a>, <a href=\"https:\/\/www.forrester.com\/blogs\/application-security-2025-yes-ai-just-made-it-harder-to-do-this-right\/\">application security gates<\/a>, <a href=\"https:\/\/www.forrester.com\/blogs\/please-test-your-ai-agents-like-at-all\/\">testing rules<\/a>, and two-person approval workflows were not built for <a href=\"https:\/\/www.forrester.com\/blogs\/beyond-the-wave-what-customers-really-think-about-autonomous-testing-platforms\/\">self-improving autonomous software development<\/a> that finishes testing in the time it takes you to schedule meetings between two busy people. This requires process reinvention across multiple domains in cybersecurity and a shift in your risk appetite that differs from what your organization is used to.<\/p>\n<h3><strong>Establish agentic development security practices.<\/strong><\/h3>\n<p>As developers adopt Fable 5 and other advanced coding agents, the increased volume, speed, and complexity of releases will surpass what traditional application security testing tools were built to address. Organizations must invest in <a href=\"https:\/\/www.forrester.com\/report\/the-agentic-development-security-tools-landscape-q2-2026\/RES195925\">agentic development security (ADS)<\/a> tools designed to prevent insecure code generation; AI selection of hallucinated, outdated, or vulnerable third-party components; and agents leaking sensitive data and secrets.<\/p>\n<p>Coding agents introduce their own <a href=\"https:\/\/www.forrester.com\/blogs\/make-no-mistake-software-is-a-supply-chain-and-its-under-attack\/\">software supply chain<\/a>, which encompasses <a href=\"https:\/\/www.forrester.com\/blogs\/mcp-doesnt-stand-for-many-critical-problemsbut-maybe-it-should-for-cisos\/\">MCP servers<\/a>, skills, configuration files, extensions, and models, all of which expand the attack surface and inherit developer access to sensitive data, cloud credentials, source-code repositories, and productivity tools, along with permissions to read, write, and execute destructive commands. Fable 5 incorporates safeguards to prevent cybersecurity misuse, like other coding models. It does not, however, offer sufficient visibility into the supply chain risks it inherently carries. Organizations need to ensure that coding agents follow least-agency principles and operate in sandboxed environments properly guardrailed by ADS tooling.<\/p>\n<h3><strong>Prepare for frontier-level capabilities in regular SaaS vendors.<\/strong><\/h3>\n<p>With Fable 5 now generally available, any vendor in your ecosystem can turn on a Mythos\u2011class model overnight, even before your organization ever \u201cadopts\u201d it. Ostensibly, ordinary vendors are running frontier-level capabilities that you never assessed, governed by AI safety practices you never vetted, and adding another layer of complexity to <a href=\"https:\/\/www.forrester.com\/blogs\/the-mandela-effect-in-tprm-why-companies-still-misremember-their-third-party-risk-exposure\/\">third-party risk management<\/a>. Vendors using Fable 5 should move into a different criticality tier, face AI\u2011specific risk assessments, and be covered by explicit AI, data, and safety obligations in your contracts, with particular emphasis on tightening legacy suppliers still operating on flimsy pre\u2011AI-era paper.<\/p>\n<h3>Get ahead of security tech contract renewals.<\/h3>\n<p>Given how quickly security tools and platforms are becoming orchestration and data-wrapper layers around Mythos\u2011class models, use this next renewal cycle to reset how you buy, evaluate, and govern \u201cAI\u2011powered\u201d security tech. Start by inventorying which vendors already have AI in their tools and flag those for accelerated, deeper review. As part of the renewal process. demand a concrete 12\u201324\u2011month roadmap from each strategic vendor for Mythos\u2011class model adoption, new use cases, pricing impact, and product security.<\/p>\n<p>For new procurements, <a href=\"https:\/\/www.forrester.com\/report\/top-rfp-questions-for-your-saas-vendor-with-ai-capabilities\/RES188919\">require precise disclosure<\/a> of foundation models, data flows, guardrails, and how they plan to balance capability against cost on your behalf. Harden contracts and DPAs around data handling, logging, and retention when invoking third-party models, and set up guardrails for validating AI outputs before anything is allowed to drive automated actions.<\/p>\n<p><strong>Connect With Us<\/strong><\/p>\n<p>Forrester clients with questions related to this can connect with us through an\u00a0<a href=\"https:\/\/www.forrester.com\/inquiry\">inquiry or guidance session<\/a>.<\/p>\n",
            "category": [
                {
                    "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": 51984,
                    "name": "AI model",
                    "slug": "ai-model",
                    "description": "",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/artificial-intelligence-ai\/ai-model\/"
                },
                {
                    "term_id": 2351,
                    "name": "CIO insights",
                    "slug": "chief-information-officer-cio",
                    "description": "The Chief Information Officer (CIO) plays a crucial and complicated role in today's enterprises. Read insights on how to balance innovation with practicality; the power of big data with customer privacy; and the opportunities of new tech with its accompanying risks.\r\n\r\n<a href=\"\/technology\/\">Discover how Forrester supports technology executives. <\/a>",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/chief-information-officer-cio\/"
                },
                {
                    "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": 2099,
                    "name": "Data Insights",
                    "slug": "data-insights",
                    "description": "Data insights can drive business success, improve decision-making, and power customer satisfaction. They can also erode customer affinity. Learn more about data insights best practices.\r\n\r\n<a href=\"\/customer-experience\/\">Discover how Forrester supports customer experience leaders.<\/a>",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/data-insights\/"
                },
                {
                    "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": 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": 51430,
                    "name": "Responsible AI",
                    "slug": "responsible-ai",
                    "description": "",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/responsible-ai\/"
                },
                {
                    "term_id": 2430,
                    "name": "security architecture",
                    "slug": "security-architecture",
                    "description": "As businesses compete to win and retain customers concerned about the privacy of their data, more firms are learning the value of a robust and effective security architecture. Get benchmarks and technical guidance here.\r\n\r\n<a href=\"\/technology\/\">Learn more about how Forrester supports IT professionals.<\/a>",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/security-architecture\/"
                },
                {
                    "term_id": 51787,
                    "name": "Security management",
                    "slug": "security-management",
                    "description": "",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/security-management\/"
                },
                {
                    "term_id": 51119,
                    "name": "Security Services",
                    "slug": "security-services",
                    "description": "Get information on the latest security services trends and let Forrester help you protect your organization's digital assets.\r\n\r\n<a href=\"\/technology\/\">Discover how Forrester supports IT professionals.<\/a>",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/security-services\/"
                }
            ],
            "meta_desc": "Fable 5 and Mythos 5 introduce new AI security risks, including 30-day data retention, fallback behavior, and rising vendor exposure. Here\u2019s what CISOs should do now.",
            "author": "Jeff Pollard",
            "coauthors": "Heidi Shey, Erik Nost, Janet Worthington, Jess Burn, Alla Valente, Allie Mellen"
        },
        {
            "post_type": "post",
            "post_id": 299050,
            "permalink": "https:\/\/www.forrester.com\/blogs\/announcing-forresters-top-cybersecurity-threats-for-2026\/",
            "title": "Announcing Forrester\u2019s Top Cybersecurity Threats For 2026",
            "date": "Jun 10, 2026 12:10:40",
            "excerpt": "AI innovation is moving at an unprecedented rate, and geopolitical tensions show no signs of easing. Forrester identifies these factors as two primary forces reshaping the threat landscape, placing additional strain on CISOs who are already stretched thin managing increasingly complex security programs. Anthropic\u2019s Claude Mythos Preview and Project Glasswing are early signals of how [&hellip;]",
            "body": "<p>AI innovation is moving at an unprecedented rate, and geopolitical tensions show no signs of easing. Forrester identifies these factors as two primary forces reshaping the threat landscape, placing additional strain on CISOs who are already stretched thin managing increasingly complex security programs.<\/p>\n<p>Anthropic\u2019s <a href=\"https:\/\/www.forrester.com\/blogs\/project-glasswing-shows-that-ai-will-break-the-vulnerability-management-playbook\/?utm_medium=linkedin&amp;utm_source=social-share\">Claude Mythos Preview<\/a> and <a href=\"https:\/\/www.forrester.com\/blogs\/project-glasswing-the-10-consequences-nobodys-writing-about-yet\/\">Project Glasswing<\/a> are early signals of how radically areas such as vulnerability discovery, remediation, and exploitation are about to change. Simultaneously, the escalating <a href=\"https:\/\/en.wikipedia.org\/wiki\/2026_Iran_war\">US-Iran conflict<\/a> has already translated into real world impact, driving a spike in disruptive cyberattacks; from the Stryker incident to <a href=\"https:\/\/www.cisa.gov\/news-events\/cybersecurity-advisories\/aa26-097a\">Iranian-linked actors<\/a> targeting PLCs across US critical infrastructure.<\/p>\n<p>AI has been a consistent thread running through the last three editions of Forrester\u2019s top threats report. AI\u2011driven threats have evolved across the past three years as follows:<\/p>\n<ul>\n<li><strong>AI is more than LLMs and ChatGPT.<\/strong> Back in the <a href=\"https:\/\/www.forrester.com\/report\/top-cybersecurity-threats-in-2023\/RES179154\">top threats report for 2023<\/a>, when ChatGPT was still the public\u2019s first real handshake with large language models, we flagged data integrity as the standout risk. The concern here was the trust placed in these AI systems.<\/li>\n<li><strong>AI has been weaponized.<\/strong> In the <a href=\"https:\/\/www.forrester.com\/report\/top-cybersecurity-threats-in-2024\/RES180754\">2024 edition<\/a> of the report, the focus shifted from trust to misuse. We called out how genAI was being weaponized for enabling narrative attacks via disinformation, growing concerns around deepfakes, and concerns over AI responses due to prompt engineering, injection attacks, or the increased risk of sensitive data spillage.<\/li>\n<li><strong>AI supply chain risk emerged.<\/strong> In 2024, we also flagged the AI software supply chain risk as a threat (Spoiler: This concern hasn\u2019t gone away, and it shows up again in this year\u2019s report with updated findings). This is driven by adoption of open\u2011source models and frameworks such as those found in Hugging Face and GitHub.<\/li>\n<li><strong>Deepfakes are maturing and evading detection.<\/strong> For the <a href=\"https:\/\/www.forrester.com\/report\/the-top-cybersecurity-threats-in-2025\/RES182329\">2025 iteration<\/a>, deepfakes showed up again, not due to novelty but because of how easy they have become to produce as creation capabilities continued to outpace detection. However, the net new threat categories were tech exuberance over genAI as models proliferate and deployment options increase, and the rise of genAI-driven extortion.<\/li>\n<\/ul>\n<p>To support security leaders as they prepare to defend against new and emerging threats, Forrester has released the report, <a href=\"https:\/\/www.forrester.com\/report\/top-cybersecurity-threats-in-2026\/RES196703\">Top Cybersecurity Threats In 2026<\/a>. This annual publication outlines the most critical risks organizations need to plan for.<\/p>\n<h2><strong>What\u2019s New In This Year\u2019s Report?<\/strong><\/h2>\n<p>This report is based on trends and observations from the market at large and the threat landscape. We expect enterprises to experience one or more of the following in 2026:<\/p>\n<ol>\n<li><strong>Near autonomous attacks from a nation-state.<\/strong> Easy access to AI models enables nation\u2011state threat actors to automate and scale more sophisticated exploitation at unprecedented speed. Recent cases, such as Anthropic\u2019s report on the China-linked actor using Claude code to conduct a cyber-espionage campaign and, the disclosure by Google\u2019s Threat Intelligence group about cases of attackers misusing Gemini highlight this trend. Hence, defenders must prepare to defend against autonomous attacks and adopt agentic security capabilities anchored in trust, cost, and utility.<\/li>\n<li><strong>Concerns over agent threats.<\/strong> Personal agents \u201cclaw\u201d their way into enterprises via browser hooks and inbox access, turning into shadow operators that access data and perform actions at machine speed outside of governance and visibility, leaving CISOs accountable for increased exposure with limited control. Security leaders must inventory agents, enable policies, actions, and tests while governing use through dedicated vendor platforms.<\/li>\n<li><strong>Non-negotiable AI software supply chain.<\/strong> Building on its 2024 inclusion as a threat category, agentic AI turns things such as tools, models, skills into a sprawling and fast\u2011changing supply chain risk. Organizations must adopt a dedicated AI supply chain playbook that enables aspects such as inventorying all AI components, requiring AI\u2011BOM transparency, applying supply\u2011chain controls, and enforcing least\u2011agency for agents.<\/li>\n<li><strong>Provenance and IAM risks of AI agents.<\/strong> AI agents force a shift from legacy IAM to agent\u2011specific identity, provenance, and access controls, with standards maturing rapidly and accelerating the adoption of commercial solutions. Organizations must control and govern internal, inbound, and outbound AI agent identities, access, and their activities by implementing agent\u2011specific IAM. For inbound agents, inspect inbound API requests and check provenance to manage access to MCP servers and tools; for more complex scenarios, use externalized AI agent authorization tools.<\/li>\n<li><strong>Digital sovereignty spans regions and tech stacks.<\/strong> Pushes for digital sovereignty can backfire and introduce nascent and fragmented tech stacks. This leaves security leaders vulnerable, especially in regulatory demands. Treat sovereignty-driven providers as a supply chain risk by performing stress tests, evaluating compensating controls, and mandating CISO sign\u2011off.<\/li>\n<\/ol>\n<p>To learn more about these threats and how to respond to them, <a href=\"https:\/\/www.forrester.com\/report\/top-cybersecurity-threats-in-2026\/RES196703\">read the full report<\/a>.<\/p>\n<p>For any questions about the threat landscape, <a href=\"https:\/\/www.forrester.com\/inquiry\">book an inquiry or guidance session with me<\/a> or one of my colleagues.<\/p>\n",
            "category": [
                {
                    "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": 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": 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": 51985,
                    "name": "open source AI",
                    "slug": "open-source-ai",
                    "description": "",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/artificial-intelligence-ai\/open-source-ai\/"
                },
                {
                    "term_id": 51119,
                    "name": "Security Services",
                    "slug": "security-services",
                    "description": "Get information on the latest security services trends and let Forrester help you protect your organization's digital assets.\r\n\r\n<a href=\"\/technology\/\">Discover how Forrester supports IT professionals.<\/a>",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/security-services\/"
                },
                {
                    "term_id": 13806,
                    "name": "threat intelligence",
                    "slug": "threat-intelligence",
                    "description": "Threat intelligence is a priority for many cybersecurity organizations. But it remains elusive and difficult. Read our insights.\r\n\r\n<a href=\"\/technology\/\">Discover how Forrester supports IT leaders.<span style=\"text-decoration: underline\">\u00a0<\/span><\/a>",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/threat-intelligence\/"
                }
            ],
            "author": "Jitin Shabadu"
        },
        {
            "post_type": "post",
            "post_id": 299038,
            "permalink": "https:\/\/www.forrester.com\/blogs\/your-ai-bill-is-a-context-problem\/",
            "title": "Your AI Bill Is A Context Problem",
            "date": "Jun 10, 2026 10:50:55",
            "excerpt": "Within four months, Uber burned through its entire 2026 AI budget. It then capped every engineer at $1,500 a month. Similarly, ServiceNow exhausted its full-year Anthropic coding budget in the first few months. Even Microsoft is winding its own engineers off Claude Code. All these examples remind me of the cloud bill shock of a [&hellip;]",
            "body": "<p><span data-contrast=\"auto\">Within four months, Uber burned through its entire 2026 AI budget. It then capped every engineer at $1,500 a month. Similarly, ServiceNow exhausted its full-year Anthropic coding budget in the first few months. Even Microsoft is winding its own engineers off Claude Code. All these examples remind me of the cloud bill shock of a decade ago that was met with the same conviction that the cure is a tighter spend cap and a sharper rate.<\/span><\/p>\n<p><span data-contrast=\"auto\">This time,\u00a0though,\u00a0I\u00a0think it\u00a0is the wrong cure.<\/span><\/p>\n<p><span data-contrast=\"auto\">For sure, \u201ctokenmaxxing\u201d is what you get when you incentivize adoption without governing value. Uber, like Meta, literally ranked teams on a usage leaderboard to drive adoption. But capping the bill mistakes a problem of value for a problem of price. The Uber COO said it clearly: Between all that Claude Code spend and anything customers can feel, \u201cthat link is not there yet.\u201d And that gap, not the bill, is the problem.<\/span><\/p>\n<h2><b><span data-contrast=\"auto\">Your AI\u00a0bill\u00a0exposes\u00a0context debt<\/span><\/b><\/h2>\n<p><span data-contrast=\"auto\">Why did the token consumption numbers explode? Agentic workflows don\u2019t call a model once: They loop. <\/span><span data-contrast=\"auto\">Anthropic\u2019s own engineering research\u00a0<\/span><span data-contrast=\"auto\">showed that a single agent requires four times as many tokens as a chat interaction \u2014 and a multiagent system requires 15 times that amount. Every turn of the loop re-feeds the context window. As the window fills, the signal-to-noise ratio collapses, and the quality, latency, and cost degrade together. So the bill includes both the price of intelligence that the company consumes as well as the runtime tax it pays when its own knowledge isn\u2019t machine readable. And its agents have to rebuild the missing meaning from scratch on every single call. This is context debt, billed by the token.<\/span><\/p>\n<p><span data-contrast=\"auto\">Some of that context is visible; much of it is not. A user sees the prompt they typed, but the model call may also include platform-supplied instructions, prior interaction history, tool metadata, retrieval scaffolding, and other orchestration <\/span><span data-contrast=\"auto\">elements<\/span><span data-contrast=\"auto\">. That hidden context may be necessary, but it is <\/span><span data-contrast=\"auto\">also <\/span><span data-contrast=\"auto\">billable. So<\/span><span data-contrast=\"auto\">, you <\/span><span data-contrast=\"auto\">are <\/span><span data-contrast=\"auto\">not just paying for the answer; <\/span><span data-contrast=\"auto\">you<\/span><span data-contrast=\"auto\">\u2019re paying <\/span><span data-contrast=\"auto\">for <\/span><span data-contrast=\"auto\">the full assembled <\/span><span data-contrast=\"auto\">in<\/span><span data-contrast=\"auto\">formation <\/span><span data-contrast=\"auto\">s<\/span><span data-contrast=\"auto\">caf<\/span><span data-contrast=\"auto\">folding <\/span><span data-contrast=\"auto\">required to produce the answer<\/span><span data-contrast=\"auto\">\u00a0in a way that\u00a0<\/span><span data-contrast=\"auto\">is sa<\/span><span data-contrast=\"auto\">fe and reliab<\/span><span data-contrast=\"auto\">le\u00a0<\/span><span data-contrast=\"auto\">in a\u00a0<\/span><span data-contrast=\"auto\">wor<\/span><span data-contrast=\"auto\">l<\/span><span data-contrast=\"auto\">d of <\/span><span data-contrast=\"auto\">probabilities<\/span><span data-contrast=\"auto\">.<\/span><\/p>\n<p><span data-contrast=\"auto\">And given that t<\/span><span data-contrast=\"auto\">oday\u2019s prices ride on discounted compute and venture-subsidized economics, these bills will only get worse. After all,\u00a0<\/span>Anthropic <span data-contrast=\"auto\">and <\/span>OpenAI\u00a0are soon heading for public markets that will want those subsidies gone sooner rather than later.<\/p>\n<h2><b><span data-contrast=\"auto\">You cannot cap your way to business value<\/span><\/b><\/h2>\n<p><span data-contrast=\"auto\">Forrester\u2019s\u00a0<\/span><a href=\"https:\/\/www.forrester.com\/report\/introducing-forresters-it-spend-management-framework\/RES183101\"><span data-contrast=\"none\">IT spend management framework<\/span><\/a><span data-contrast=\"auto\"> is useful here. <\/span><span data-contrast=\"auto\">Visibility into the bill is table stakes, and control capabilities are necessary hygiene. But hygiene is all they are. None of it creates value. <\/span><\/p>\n<p><span data-contrast=\"auto\">V<\/span><span data-contrast=\"auto\">isibility into the total is no longer enough. <\/span><span data-contrast=\"auto\">Enterprises need attribution: which tokens reflected user intent, which grounded the agent in business context, which supported orchestration, and which were avoidable repetition. Without that breakdown, leaders can limit\u00a0spend, but they cannot improve the economics of the work.<\/span><span data-ccp-props=\"{}\"> The Linux Foundation\u2019s <a href=\"https:\/\/www.linuxfoundation.org\/press\/linux-foundation-announces-the-intent-to-launch-the-tokenomics-foundation-to-establish-open-standards-for-ai-cost-management\">Tokenomics Foundation<\/a> may help by advancing open standards for AI cost management.<\/span><\/p>\n<p><span data-contrast=\"auto\">We are still very early in the agentic era. When your organization budgets tokens, you know you\u2019re not buying an off<\/span><span data-contrast=\"auto\">&#8211;<\/span><span data-contrast=\"auto\">the<\/span><span data-contrast=\"auto\">&#8211;<\/span><span data-contrast=\"auto\">shelf product with a predefined return. You\u2019re making a deliberate choice to operate at the leading edge, where value only emerges through experimentation. We\u2019re all learning how agents behave, what they cost, where they create value, and how that value compounds. And that\u2019s OK: That learning will compound in your <\/span><a href=\"https:\/\/www.forrester.com\/blogs\/your-ai-reinvention-needs-an-engine\/\"><span data-contrast=\"none\">AI reinvention<\/span><\/a><span data-contrast=\"auto\">.\u00a0But cap it bluntly and you are shutting down the reinvention the spend was meant to fund.<\/span><\/p>\n<p><span data-contrast=\"auto\">Optimization is the opposite move. It does not ask how to spend less on intelligence, but how to tie that spend to the outcomes it produces. This is where unit economics come in: You run the system until every dollar buys the greatest value possible. <\/span><span data-contrast=\"auto\">In an agentic system, what each token returns depends on the context. Give it the right context, through GraphRAG or another retrieval layer, at the right moment, and the same token buys a better outcome with less waste. Give it brittle or irrelevant context, and you pay full price for confusion. This is context engineering.<\/span><\/p>\n<h2><b><span data-contrast=\"auto\">The build bill and the run bill<\/span><\/b><\/h2>\n<p><span data-contrast=\"auto\">Two bills hide inside your token spend. First, building agentic systems is capex: That\u2019s the experimentation, the coding, the ontology, the wiring of systems into something that hopefully delivers value. It is closer to R&amp;D than to a utility charge, and I would argue this is the vast majority of where the spend lands today. The agents are being put to work building software; few of them are running business processes yet.<\/span><\/p>\n<p><span data-contrast=\"auto\">The artisans of that build are increasingly forward-deployed engineers (FDEs). They embed into the operational mess of workflows, decision rights, governance, data, and systems, then translate them into working software, shaping the technical decisions until the ontology and the agents run in production. These experiments earn their tokens by showing their unit economics converging inside a window you set, and when it stops converging, you kill the workload, not the budget. A robust <\/span><a href=\"https:\/\/www.forrester.com\/report\/the-forrester-wave-tm-strategic-portfolio-management-tools-q2-2026\/RES193238\"><span data-contrast=\"none\">strategic portfolio management capability<\/span><\/a><span data-contrast=\"auto\">\u00a0is key here<\/span><span data-contrast=\"auto\">\u00a0to keep reallocating capital to workloads that are compounding<\/span><span data-contrast=\"auto\">.<\/span><\/p>\n<p><span data-ccp-props=\"{}\">R<\/span><span data-contrast=\"auto\">unning those systems is the other bill. Runtime inference is the recurring, per-call cost of agents once they are live<\/span><span data-contrast=\"auto\">,<\/span><span data-contrast=\"auto\">\u00a0<\/span><span data-contrast=\"auto\">including the visible and invisible context assembled for each call<\/span><span data-contrast=\"auto\">.\u00a0<\/span><span data-contrast=\"auto\">This creates a supplier-side conflict: The same platform that designs the runtime and assembles the hidden context also bills for the tokens it creates, so poor context design can quietly become a recurring platform tax the customer cannot easily see, tune, or challenge. <\/span><span data-contrast=\"auto\">This is pure opex, and that\u2019s a bill most enterprises have barely begun to see. Here, optimization stops being a project and becomes a standing discipline. If the build bill already shocks you, wait <\/span><span data-contrast=\"auto\">un<\/span><span data-contrast=\"auto\">til<\/span><span data-contrast=\"auto\"> you receive the run bill as you deploy and scale your agentic workflows. To optimize that spend, I argue that a new discipline will emerge: ContextOps.<\/span><\/p>\n<h2><b><span data-contrast=\"auto\">ContextOps is the operating discipline<\/span><\/b><\/h2>\n<p><span data-contrast=\"auto\">The ontology that an FDE constructs is a snapshot of a business that won\u2019t hold still: Model capabilities evolve, business and IT processes drift, enterprise decision rights change, and the context that made an agent correct on Tuesday stops being correct by the following quarter. While building is a project motion, keeping the thing grounded as the business shifts beneath it is an operating one.<\/span><\/p>\n<p><span data-contrast=\"auto\">ContextOps is the FinOps of the agentic era, born at the same kind of inflection: a spend and control surface that became continuous, consequential, and ungoverned, until someone had to own it as a discipline rather than a cleanup. Of course, ContextOps governs a different object.<\/span><span data-contrast=\"auto\"> FinOps optimizes how tokens are consumed, reaching at maturity beyond raw cost to tie consumption to business outcomes through <\/span><a href=\"https:\/\/www.forrester.com\/report\/apply-crawl-walk-run-to-ai-cost-management\/RES194830\"><span data-contrast=\"none\">model routing, caching, and inference economics<\/span><\/a><span data-contrast=\"auto\">. ContextOps governs what those tokens represent: whether the agent is still reasoning over a faithful, current picture of how the business runs.<\/span><\/p>\n<p><span data-contrast=\"auto\">In other words, while every cost lever acts on the price of processing context, none of them check whether the context is still true. Imagine an agent that is cheap, fast, well-routed, comfortably under budget, yet approving exceptions against an org chart redrawn two quarters ago. A narrow FinOps view sees a healthy line item. The business has an agent acting, confidently, on a world that no longer exists. Only the discipline watching fidelity catches it.<\/span><\/p>\n<p><span data-contrast=\"auto\">So ContextOps keeps the ontology current as the business moves, optimizes what each token buys,\u00a0<\/span><span data-contrast=\"auto\">strips out unnecessary context,<\/span><span data-contrast=\"auto\">\u00a0<\/span><span data-contrast=\"auto\">and feeds every run back in so the context sharpens instead of stalling. Context stops being something you build and becomes something you operate.<\/span><\/p>\n<h2><b><span data-contrast=\"auto\">Why\u00a0ContextOps\u00a0becomes a managed service<\/span><\/b><\/h2>\n<p><span data-contrast=\"auto\">One last thought: As companies increasingly use FDEs to build agentic workflows, many will hire service providers to optimize and operate them through ContextOps.<\/span><span data-contrast=\"auto\"> The context work is continuous and outcome focused, and it depends on proximity to business processes and workflows, to leadership and governance, to how demand shows up and decisions get made. That proximity is what makes it possible to harvest decision traces, retire context debt before it becomes a problem, adapt ontologies as the business evolves, and re-ground agents as models, including <a href=\"https:\/\/www.forrester.com\/blogs\/the-private-ai-model-explosion\/\">private models<\/a>, evolve.<\/span><\/p>\n<p><span data-contrast=\"auto\">But proximity is not granted once. It is earned continuously through demonstrated value. The provider has to keep proving it, and the only way to keep proving it is to improve the performance of the agentic workflows and the fidelity of the context they run on. That is the flywheel: Better performance earns deeper trust, deeper trust grants closer proximity, and closer proximity makes the next improvement possible.<\/span><\/p>\n<p><span data-contrast=\"auto\">None of this is a one-time fix. The context degrades, and so does the trust that funds access to maintain it, the moment that improvement stops. That is why ContextOps will not be bought as a project. It is a long-lived operational motion, likely to emerge as a managed services category, because the thing it governs never stops moving.<\/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\/"
                }
            ],
            "author": "Frederic Giron",
            "coauthors": "Sam Higgins, Ashutosh Sharma, Greg Zorella"
        },
        {
            "post_type": "post",
            "post_id": 298538,
            "permalink": "https:\/\/www.forrester.com\/blogs\/build-the-human-foundations-before-you-scale-ai\/",
            "title": "Build The Human Foundations Before You Scale AI",
            "date": "Jun 10, 2026 08:50:59",
            "excerpt": "CX Summit EMEA explored the real AI opportunity: building trust, strengthening foundations, and reimagining experiences \u2014 not just making them more efficient.",
            "body": "<p><span data-contrast=\"auto\">We\u2019ve just come out of <a href=\"https:\/\/www.forrester.com\/event\/cx-emea\/\">CX Summit EMEA<\/a> in Amsterdam, and before anything else, I want to say thank you \u2014 to the leaders who showed up, the speakers who spoke plainly, and the teams who made a new host city feel like a confident bet rather than a gamble. Over three days, in full rooms, and throughout many honest conversations, the excitement was<\/span><span data-contrast=\"auto\"> palpable.<\/span><\/p>\n<p><span data-contrast=\"auto\">Amsterdam turned out to be the right place at the right time.\u00a0CX, marketing, and digital leaders are standing at the edge of a genuine inflection point. AI offers a\u00a0once<\/span>\u2011<span data-contrast=\"auto\">in<\/span>\u2011<span data-contrast=\"auto\">a<\/span>\u2011<span data-contrast=\"auto\">generation opportunity to rethink experiences and how organizations are run, yet CX performance is still stubbornly mediocre, even as customer expectations climb. Despite the hype, many leaders tell us that their AI progress feels stuck in first gear. All of this<\/span><span data-contrast=\"auto\">\u00a0tension framed the<\/span><span data-contrast=\"auto\"> event.<\/span><\/p>\n<h3><b><span data-contrast=\"auto\">Trust Is\u00a0The\u00a0Constraint \u2014 Not Technology<\/span><\/b><\/h3>\n<p><span data-contrast=\"auto\">If there was a single thread running through Summit, it was trust.<\/span> <span data-contrast=\"auto\">AI only delivers value if customers <\/span><i><span data-contrast=\"auto\">and<\/span><\/i><span data-contrast=\"auto\">\u00a0employees believe in it. Today, distrust is the default. That showed up repeatedly in sessions, roundtables, and corridor conversations.<\/span><\/p>\n<p><span data-contrast=\"auto\">As <a href=\"https:\/\/www.forrester.com\/analyst-bio\/enza-iannopollo\/BIO5004\">Enza Iannopollo<\/a> laid out in her <a href=\"https:\/\/www.forrester.com\/blogs\/turn-ai-distrust-into-customer-trust-and-win-the-cx-future\/\">keynote<\/a>, trust doesn\u2019t come from better algorithms. It comes from <\/span>designing AI experiences people can understand<span data-contrast=\"auto\">\u00a0\u2014 where decisions are explainable, data use is clear, and outcomes feel fair. Without that, adoption stalls, no matter how advanced the model.<\/span><\/p>\n<p><span data-contrast=\"auto\">The same applies internally. Organizations pushing AI<\/span>\u2011<span data-contrast=\"auto\">driven change need employees who trust leadership\u2019s intent and direction. That\u2019s why the <a href=\"https:\/\/www.forrester.com\/blogs\/forresters-ex-index-completes-the-total-experience-picture\/\">launch of Forrester\u2019s Employee Experience Index<\/a> matters. Firms that engage and enable their people are far more likely to turn AI capability into business impact rather than just pilot fatigue.<\/span><\/p>\n<h3><b><span data-contrast=\"auto\">AI Needs\u00a0A\u00a0Human Operating Model<\/span><\/b><\/h3>\n<p><span data-contrast=\"auto\">Too much AI effort is aimed at yesterday\u2019s problems: cutting costs, automating steps, speeding up broken workflows.\u00a0<\/span><span data-contrast=\"auto\">That\u2019s u<\/span><span data-contrast=\"auto\">seful but limited. <\/span><span data-contrast=\"auto\">Like mobile before it, AI enables entirely new categories of experience \u2014 if leaders are willing to change how they work. As <a href=\"https:\/\/www.forrester.com\/analyst-bio\/rusty-warner\/BIO7824\">Rusty Warner<\/a> argues, this requires a genuine <a href=\"https:\/\/www.forrester.com\/blogs\/building-the-human-foundation-of-the-ai-powered-enterprise\/\">mindset shift<\/a>:\u00a0customer<\/span>\u2011<span data-contrast=\"auto\">centered strategy, coordinated decision<\/span>\u2011<span data-contrast=\"auto\">making, and the courage to redesign experiences rather than optimize them. <\/span><span data-contrast=\"auto\">We saw practical examples of this:<\/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;multilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Tony\u2019s Chocolonely<\/span><\/b><span data-contrast=\"auto\"> is experimenting with AI to deepen personalization while staying anchored in purpose and trust.<\/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;multilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Club Med<\/span><\/b><span data-contrast=\"auto\"> showed what happens when foundations are in place. Years of investment in data, governance, and readiness are now enabling agentic AI that\u2019s delivering measurable results.<\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"auto\">The lesson was consistent:\u00a0<\/span><b><span data-contrast=\"auto\">AI scales impact only after organizations do the hard human work first.<\/span><\/b><\/p>\n<h3><b><span data-contrast=\"auto\">AI\u00a0Also\u00a0Raises\u00a0The\u00a0Bar\u00a0For\u00a0The\u00a0CX\u00a0Function\u00a0Itself<\/span><\/b><\/h3>\n<p><span data-contrast=\"auto\">For too long, many CX teams have been <a href=\"https:\/\/www.forrester.com\/blogs\/predictions-2026-cx-teams-look-to-escape-the-orbit-of-dysfunction\/\">stuck in reactive mode<\/a> \u2014 measuring sentiment, reporting backwards, struggling to influence decisions. Summit made it clear that this has to change. CX, marketing, and digital teams need to use insight to <\/span><i><span data-contrast=\"auto\">lead<\/span><\/i><span data-contrast=\"auto\"> the business forward.\u00a0<\/span><span data-contrast=\"auto\">In practical terms, that means:<\/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\">Embedding journey thinking<\/span><\/b><span data-contrast=\"auto\">\u00a0into operations, not side projects.<\/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\">Connecting CX to decision<\/span><\/b>\u2011<b><span data-contrast=\"auto\">makers<\/span><\/b><span data-contrast=\"auto\">, not just dashboards.<\/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\">Shifting metrics<\/span><\/b><span data-contrast=\"auto\">\u00a0from reporting history to informing action.<\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"auto\">Our <a href=\"https:\/\/www.forrester.com\/event\/cx-emea\/special-programmes\/#experience\">immersive \u201ctrading floor\u201d simulation<\/a> brought this to life. Under pressure, teams had to balance growth, cost, and experience\u00a0trade<\/span>\u2011<span data-contrast=\"auto\">offs\u00a0\u2014 a sharp reminder that CX progress depends on alignment and tough choices, not perfect frameworks.<\/span><\/p>\n<h3><b><span data-contrast=\"auto\">AI Success Is Built, Not Bought<\/span><\/b><\/h3>\n<p>Organizations that win will ground experiences in trust, shape them with human insight, and use AI to amplify \u2014 not replace \u2014 good judgment. That\u2019s difficult work, but the opportunity is real for leaders prepared to do it properly. We\u2019re\u202fhere to help! If\u202fyou\u2019d\u202flike to continue the conversation, reach out to our CX analysts to explore how to turn these ideas into outcomes.<\/p>\n<p>If you\u202fcouldn\u2019t\u202fjoin us in Amsterdam \u2014 or\u202fyou did\u202fand want to revisit the highlights \u2014 stay tuned for an upcoming\u202f<a href=\"https:\/\/www.forrester.com\/cx-cast\/\">CX Cast<\/a> episode featuring speakers and insights from CX Summit EMEA. And for those in North America,\u202fwe\u2019ll\u202fcontinue the discussion at\u202f<a href=\"https:\/\/www.forrester.com\/event\/cx-east\/\">CX Forum East<\/a>\u202fin New York and\u202f<a href=\"https:\/\/www.forrester.com\/event\/cx-west\/\">CX Forum West<\/a>\u202fin San Francisco later this month.<\/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": 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": 2103,
                    "name": "B2C Marketing",
                    "slug": "b2c-marketing",
                    "description": "B2C marketing is navigating choppy waters. The tactics that drive short-term gains are alienating customers over the long-term, eroding loyalty and affinity. Read our insights to learn more about how B2C marketing teams can thrive in the midst of this tension.\r\n\r\n<a href=\"\/b2c-marketing\/\">Discover how Forrester supports B2C marketing leaders.<\/a>",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/b2c-marketing\/"
                },
                {
                    "term_id": 50750,
                    "name": "Chief Marketing Officer",
                    "slug": "marketing-executive",
                    "description": "The stakes for marketing leaders are high as buyer expectations climb and pressures to prove ROI intensify. Explore our marketing executive insights to help drive marketing and sales alignment, connect marketing to business strategy, and show clear marketing ROI.\r\n\r\nDiscover how Forrester supports <a href=\"\/b2b-marketing\/\">B2B<\/a> and <a href=\"\/b2c-marketing\/\">B2C<\/a> marketing leaders.",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/marketing-executive\/"
                },
                {
                    "term_id": 2100,
                    "name": "customer experience",
                    "slug": "customer-experience",
                    "description": "Customer experience is a key driver of loyalty, satisfaction, and revenue. Mastering it is a complex and ever-changing proposition. Forrester's insights aid organizations to succeed with customer experience.\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\/"
                },
                {
                    "term_id": 2288,
                    "name": "digital business",
                    "slug": "digital-business",
                    "description": "Digital business is mandatory for every firm. But is your digital presence a growth driver or merely table stakes? Learn how to truly harness what digital has to offer.\r\n\r\n<a href=\"\/bold\/digital\">Discover how Forrester supports digital leaders.<\/a>",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/digital-business\/"
                }
            ],
            "meta_desc": "CX Summit EMEA explored the real AI opportunity: building trust, strengthening foundations, and reimagining experiences \u2014 not just making them more efficient.",
            "author": "Martin Gill"
        },
        {
            "post_type": "post",
            "post_id": 299016,
            "permalink": "https:\/\/www.forrester.com\/blogs\/the-clm-market-has-a-messaging-problem-not-a-capability-problem\/",
            "title": "The CLM Market Has A Messaging Problem, Not A Capability Problem",
            "date": "Jun 9, 2026 16:55:01",
            "excerpt": "If you\u2019ve ever tried to meet someone \u201cat Ray\u2019s Pizzeria\u201d in Manhattan, you already understand the contract lifecycle management (CLM) market. \u201cOriginal Ray\u2019s.\u201d \u201cFamous Ray\u2019s.\u201d \u201cWorld Famous Original Ray\u2019s.\u201d Same name, similar awning, very different experience. That\u2019s CLM right now: Vendors sound alike, but they\u2019re not built alike. Diverse Functionality, Copy-Paste Claims Every vendor is [&hellip;]",
            "body": "<p>If you\u2019ve ever tried to meet someone \u201cat Ray\u2019s Pizzeria\u201d in Manhattan, you already understand the contract lifecycle management (CLM) market. \u201cOriginal Ray\u2019s.\u201d \u201cFamous Ray\u2019s.\u201d \u201cWorld Famous Original Ray\u2019s.\u201d Same name, similar awning, very different experience. That\u2019s CLM right now: Vendors sound alike, but they\u2019re not built alike.<\/p>\n<h3><strong>Diverse Functionality, Copy-Paste Claims<\/strong><\/h3>\n<p>Every vendor is an \u201cAI-native CLM.\u201d Every vendor claims to be \u201ccontract intelligence.\u201d Plenty use marketing to position their product as the foundation of an \u201cagentic enterprise.\u201d But the sameness stops at the language.<\/p>\n<p>In our newly published report, <a href=\"https:\/\/www.forrester.com\/report\/the-contract-lifecycle-management-platforms-landscape-q2-2026\/RES196635\">The Contract Lifecycle Management Platforms Landscape, Q2 2026<\/a>, we found that under the surface, CLM platforms diverge in how they actually deliver value. Some still behave like repositories, organizing contracts but leaving action to humans. Others automate workflows but stall once processes get complex or cross\u2011functional. The strongest players treat contracts as structured data that drives decisions, enforces accountability, and surfaces risk and value at the portfolio level.<\/p>\n<p>The problem isn\u2019t missing functionality; it\u2019s the common messaging that blurs where those capabilities start and stop. Buyers hear the same story and assume comparable outcomes exist when the underlying architectures are headed to very different places.<\/p>\n<h3><strong>AI-Feature Availability Outpaces User Adoption <\/strong><\/h3>\n<p>AI is accelerating the market, but it\u2019s also exposing how unprepared many organizations are to use it. Vendors push \u201cagentic\u201d roadmaps and autonomous workflows while buyers struggle with inconsistent data, evolving governance requirements, and change-management friction. The mismatch between what vendors productize and what companies can operationalize is like offering a lactose\u2011intolerant diner an extra\u2011cheese slice.<\/p>\n<p>Pre\u2011signature work is also getting commoditized by AI\u2011native drafting and review tools such as Harvey, Legora, and Claude for Legal, which shifts CLM\u2019s center of gravity to post-execution processes and contextual analysis. The differentiator is no longer how fast a contract gets drafted. It is how effectively it is managed after signature.<\/p>\n<h3><strong>Diverse CLM-Buying Committees Complicate The Product Must-Haves<\/strong><\/h3>\n<p>CLM buying committees now look like a table of people arguing over one large pizza. Legal wants control. Procurement wants leverage. Sales and finance want speed and predictability. Technology wants stability and sane integration. Most vendors are optimized to delight one of these groups. Fewer can credibly serve them all.<\/p>\n<p>That\u2019s where discipline matters. Push past the messaging and insist that vendors show how they operationalize obligations, renewals, and risk across your actual systems. Test how decisions get enforced, not just visualized.<\/p>\n<p><strong>Three things to know before you buy:<\/strong><\/p>\n<ol>\n<li><strong>The abundance of AI features doesn\u2019t necessarily translate to immediate value.<\/strong> Real adoption still depends on trust, data readiness, governance, and change management. A flashy roadmap does not mean the capability can be operationalized immediately.<\/li>\n<li><strong>Post-signature is where the real value is shifting.<\/strong> As pre\u2011signature work is commoditized by AI\u2011native tools, CLM platforms must prove their worth in obligation management, renewal tracking, governance, and enterprise integration. The differentiator is not drafting speed but how well contracts are managed after signature.<\/li>\n<li><strong>This is an infrastructure decision, not a feature contest.<\/strong> The better question is not \u201cWho has the best demo?\u201d but \u201cWhich platform fits our operating model, risk posture, and architecture?\u201d Prioritize explainability, auditability, and clean integration over feature theater.<\/li>\n<\/ol>\n<h3><strong>Taste The Slice, Not The Sign<\/strong><\/h3>\n<p>In New York, you don\u2019t pick your favorite Ray\u2019s by the awning. You pick it by the slice. Treat CLM the same way. The signage will keep changing. The value will still be in the dough (or is it the cheese?). Stay tuned for the upcoming Forrester Wave\u2122 on CLM for a deep dive (and taste-test) of the leading CLM platforms.<\/p>\n<p>Until the Wave, get a full picture including more details on CLM market dynamics, notable vendors, and top use cases in the <a href=\"https:\/\/www.forrester.com\/report\/the-contract-lifecycle-management-platforms-landscape-q2-2026\/RES196635\">full report<\/a>. Schedule a <a href=\"https:\/\/www.forrester.com\/inquiry?id=4\">guidance session<\/a> with me for deeper insights into this market, to discuss your CLM program, or for more details about the findings from this research.<\/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": 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\/"
                }
            ],
            "meta_desc": "In \u201cThe Contract Lifecycle Management Platforms Landscape, Q2 2026,\u201d we found that CLM platforms diverge in how they actually deliver value.",
            "author": "Alla Valente"
        },
        {
            "post_type": "post",
            "post_id": 298939,
            "permalink": "https:\/\/www.forrester.com\/blogs\/reimagining-client-experience-through-ai-powered-product-innovation\/",
            "title": "Reimagining Client Experience Through AI-Powered Product Innovation",
            "date": "Jun 9, 2026 10:41:28",
            "excerpt": "Generative AI has moved beyond hype to fundamentally reshape how work gets done. See how Forrester is applying AI to its own business \u2014 embedding trusted insights into everyday workflows to help clients make faster, better decisions with confidence.",
            "body": "<p><span data-contrast=\"auto\">At Forrester, we are very good at predicting market disruptions. <\/span><span data-contrast=\"auto\">For more than 40 years, <a href=\"https:\/\/www.forrester.com\/blogs\/forecasting-the-future\/\">we have guided leaders through major shifts<\/a>, from the rise of personal computers to the internet, mobile, cloud, and digital transformation. Each of these moments reshaped competitive landscapes and created\u00a0<\/span><span data-contrast=\"auto\">new\u00a0set<\/span><span data-contrast=\"auto\">s<\/span><span data-contrast=\"auto\">\u00a0of winners and losers.<\/span><\/p>\n<p><span data-contrast=\"auto\">Today, the hype and fear around generative AI are reaching all-time highs. But beyond hype, something more fundamental is happening. People are using AI to reshape how work gets done, moving beyond simple task automation toward augmentation, collaboration, and new ways of solving problems.<\/span><\/p>\n<p><span data-contrast=\"auto\">Our chairman and CEO, George Colony, <\/span><a href=\"https:\/\/www.forrester.com\/blogs\/the-genai-imperative\/\"><span data-contrast=\"none\">called out this shift\u00a0nearly\u00a0three years ago<\/span><\/a><span data-contrast=\"auto\">. His bold call was that organizations acting decisively on AI would define the next era. <\/span><span data-contrast=\"auto\">We made that bet ourselves and did exactly that.<\/span><\/p>\n<p><span data-contrast=\"auto\">In 2023, we launched Izola, now called <\/span><a href=\"https:\/\/www.forrester.com\/research\/forrester-ai\/\"><span data-contrast=\"none\">Forrester AI<\/span><\/a><span data-contrast=\"auto\">, becoming the first major research and advisory firm to introduce a generative AI experience. We did this because we believed there was a better way to deliver value to our clients.<\/span><\/p>\n<p><span data-contrast=\"auto\">At the same time, we\u00a0realize\u00a0that\u00a0<\/span><a href=\"https:\/\/www.forrester.com\/blogs\/human-insight-amplified-how-forrester-is-reinventing-research-for-the-ai-era\/\"><span data-contrast=\"none\">AI\u00a0does\u00a0not replace human expertise<\/span><\/a><span data-contrast=\"auto\"> \u2014 it amplifies it. More than ever, leaders need someone to help them cut through the slop and understand not just what can be done but what should be done and why.<\/span><\/p>\n<h3><b><span data-contrast=\"auto\">Drinking Our Own Champagne<\/span><\/b><\/h3>\n<p><span data-contrast=\"auto\">Unlike other firms, we do not just advise clients on navigating AI disruption. We apply our own research, frameworks, and analyst expertise to transform how we operate. We drink our own champagne.<\/span><\/p>\n<p><a href=\"https:\/\/www.forrester.com\/report\/the-product-management-ecosystem-toolkit\/RES172263\"><span data-contrast=\"none\">The Forrester Product Management Ecosystem Model<\/span><\/a><span data-contrast=\"auto\"> helped us align customer outcomes, strategy, and execution, which has accelerated our transformation and reshaped how we invest in our own portfolio.\u00a0<\/span><span data-contrast=\"auto\">But vision only matters if it is matched with execution, and that\u2019s why I am so proud of how our team has delivered on this strategy.<\/span><\/p>\n<p><span data-contrast=\"auto\">Over the past six months, we have continued to upgrade our already industry-leading AI capabilities, providing clients with an even more intuitive and robust experience.\u00a0<\/span><span data-contrast=\"auto\">Specifically, we\u2019ve:<\/span><\/p>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"6\" 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\"><span data-contrast=\"auto\">Enhanced conversational capabilities with chain-of-thought reasoning.<\/span><\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"6\" 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\"><span data-contrast=\"auto\">Expanded support for more than 200 languages to better serve our global clients.<\/span><\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"6\" 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\"><span data-contrast=\"auto\">Integrated key research assets, including interactive data tools, initiative blueprints, and Total Experience Score benchmarks.<\/span><\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"6\" 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\"><span data-contrast=\"auto\">Personalized the client experience with starter prompts and suggested next questions.<\/span><\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"6\" 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\"><span data-contrast=\"auto\">Reduced friction for clients as they connect with analysts for deeper guidance.<\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"auto\">Most recently, we have brought Forrester AI to where our clients work by being the first research and advisory firm to <\/span><a href=\"https:\/\/www.forrester.com\/research\/ai-where-you-work\/demo\/\"><span data-contrast=\"none\">embed directly into Microsoft Teams and Microsoft 365 Copilot<\/span><\/a><span data-contrast=\"auto\">.<\/span><\/p>\n<p><span data-contrast=\"auto\">We are not simply adding features. We are redesigning the client experience by combining advanced technology with trusted, analyst-backed insights.<\/span><\/p>\n<p><span data-contrast=\"auto\">The result? Hypergrowth in usage and amazing feedback from clients. Among our favorite recent quotes from clients: <em>\u201c<\/em><\/span><i><span data-contrast=\"auto\">I\u2019m speechless \u2014 that\u2019s amazing. I want [my team member] to see that tool\u201d<\/span><\/i> and<span data-contrast=\"auto\">\u00a0<\/span><i><span data-contrast=\"auto\">\u201cLove the quick access and grounding in Forrester research.\u00a0Great step forward!\u201d<\/span><\/i><\/p>\n<p><span data-contrast=\"auto\">We have become the decision layer inside our clients\u2019 everyday workflows. Clients now interact with research rather than just reading static reports. They can partner with our analysts to make the truly hard decisions and apply that trusted insight in real time within their workflows. <\/span><span data-contrast=\"auto\">And we are\u00a0just getting started.<\/span><\/p>\n<h3><b><span data-contrast=\"auto\">Leading The Next Era Of Research<\/span><\/b><\/h3>\n<p><span data-contrast=\"auto\">As we accelerate our AI journey, it is encouraging to see other firms in our industry beginning to move in this direction, as well. But there is a meaningful difference between starting the journey and having years of experience and learning.<\/span><\/p>\n<p><span data-contrast=\"auto\">There is also a difference between charging for additional AI features and thoughtfully embedding generative AI directly into core client experiences. We\u2019ve chosen the latter, using AI to enhance the value, speed, and actionability of our trusted insights for every client in the places where they work.<\/span><\/p>\n<p><span data-contrast=\"auto\">Forrester was built for moments like this. We are continuing to raise the bar for ourselves and for our industry. <\/span><span data-contrast=\"auto\">The future of research is not about delivering more information \u2014 it is about enabling better decisions with trusted insight, delivered in context and continuously evolving to meet client needs. <\/span><span data-contrast=\"auto\">At Forrester, that is exactly what we are doing: helping clients move faster, with greater clarity, and higher confidence.<\/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": 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": 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": 50637,
                    "name": "Product Management",
                    "slug": "product-management",
                    "description": "",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/product-management\/"
                }
            ],
            "meta_desc": "Generative AI is moving beyond hype to fundamentally reshape how work gets done. See how Forrester is applying AI to its own business \u2014 embedding trusted insights into everyday workflows to help clients make faster, better decisions with confidence.",
            "author": "Andrew McCauley"
        },
        {
            "post_type": "post",
            "post_id": 298947,
            "permalink": "https:\/\/www.forrester.com\/blogs\/what-matters-most-for-banks-buying-enterprise-fraud-management-solutions-in-apac-2026\/",
            "title": "What Matters Most For Banks Buying Enterprise Fraud Management Solutions In APAC, 2026",
            "date": "Jun 9, 2026 09:41:50",
            "excerpt": "Real-time fraud decisioning is now table stakes for enterprise fraud management (EFM) in Asia Pacific. The harder challenge is finding an EFM solution that can keep pace with each organization\u2019s operating model, regulatory obligations, and market-specific complexity. How organizational profiles affect banks\u2019 EFM solution choice In our latest report, Buyers\u2019 Guide For Enterprise Fraud Management [&hellip;]",
            "body": "<p>Real-time fraud decisioning is now table stakes for enterprise fraud management (EFM) in Asia Pacific. The harder challenge is finding an EFM solution that can keep pace with each organization\u2019s operating model, regulatory obligations, and market-specific complexity.<\/p>\n<h3>How organizational profiles affect banks\u2019 EFM solution choice<\/h3>\n<p>In our latest report, <a href=\"https:\/\/www.forrester.com\/report\/buyers-guide-for-enterprise-fraud-management-solutions-in-asia-pacific-2026\/RES196098\">Buyers\u2019 Guide For Enterprise Fraud Management Solutions In Asia Pacific, 2026<\/a>, we explore why organizations make different EFM choices despite facing a similar threat landscape. Drawing upon customer interviews of leading EFM solution providers that we evaluated in a recent <a href=\"https:\/\/www.forrester.com\/report\/the-forrester-wave-tm-enterprise-fraud-management-solutions-in-asia-pacific-q4-2025\/RES187843\">Forrester Wave\u2122 evaluation<\/a>, we find that these differences are not driven by vendor capability alone but also by each organization\u2019s operating model, transaction environment, architecture strategy, and regulatory context. Understanding this interplay is critical for making informed, effective EFM decisions:<\/p>\n<ul>\n<li><strong>Operating models determine how fast EFM strategies can evolve.<\/strong> An organization\u2019s business model shapes its operating model, which in turn sets how fast its fraud strategy can evolve. There is no single approach to fraud transformation. Large financial services incumbents extend and optimize existing EFM platforms to protect stability, continuity, and global governance, accepting slower change for lower disruption risk. Digital banks, unburdened by legacy, adopt vendor-provided controls as the fastest path to coverage, buying time for internal fraud capabilities to mature.<\/li>\n<li><strong>Scale and architecture constrain EFM design.<\/strong> Transaction volume, velocity, and enterprise architecture largely dictate what EFM solutions can look like. High-throughput environments require simplified, performance-optimized architectures with centralized real-time decisioning. Such organizations have low tolerance for latency that can potentially disrupt customer experience and inhibit fraud response. On the flip side, organizations with lower transaction intensity can support modular options that align to specific use cases. Broader technology strategy reinforces the split: Platform-led organizations gravitate to integrated suites, while cloud-native, composable organizations prefer API-driven components.<\/li>\n<li><strong>Risk, regulation, and channel priorities determine where EFM is deployed.<\/strong> EFM deployment reflects an organization\u2019s risk posture and regulatory environment. Organizations that operate in highly regulated markets will prioritize explainability, auditability, and predictable system behavior and in turn will avoid adopting complex or opaque detection techniques. The same risk lens drives selectivity: Rather than applying uniform controls enterprisewide, most buyers concentrate EFM investment on their highest-exposure channels and fraud types.<\/li>\n<\/ul>\n<p>The figure below summarizes the report\u2019s key findings, illustrating how organizational profiles shape EFM choices.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-298948 size-full\" src=\"https:\/\/go.forrester.com\/wp-content\/uploads\/2026\/06\/How-Buyer-Organizational-Profiles-Shape-EFM-Solution-Choices-Download-Figure.png\" alt=\"\" width=\"2088\" height=\"2533\" srcset=\"https:\/\/go.forrester.com\/wp-content\/uploads\/2026\/06\/How-Buyer-Organizational-Profiles-Shape-EFM-Solution-Choices-Download-Figure.png 2088w, https:\/\/go.forrester.com\/wp-content\/uploads\/2026\/06\/How-Buyer-Organizational-Profiles-Shape-EFM-Solution-Choices-Download-Figure-247x300.png 247w, https:\/\/go.forrester.com\/wp-content\/uploads\/2026\/06\/How-Buyer-Organizational-Profiles-Shape-EFM-Solution-Choices-Download-Figure-844x1024.png 844w, https:\/\/go.forrester.com\/wp-content\/uploads\/2026\/06\/How-Buyer-Organizational-Profiles-Shape-EFM-Solution-Choices-Download-Figure-768x932.png 768w, https:\/\/go.forrester.com\/wp-content\/uploads\/2026\/06\/How-Buyer-Organizational-Profiles-Shape-EFM-Solution-Choices-Download-Figure-1266x1536.png 1266w, https:\/\/go.forrester.com\/wp-content\/uploads\/2026\/06\/How-Buyer-Organizational-Profiles-Shape-EFM-Solution-Choices-Download-Figure-1688x2048.png 1688w, https:\/\/go.forrester.com\/wp-content\/uploads\/2026\/06\/How-Buyer-Organizational-Profiles-Shape-EFM-Solution-Choices-Download-Figure-396x480.png 396w\" sizes=\"auto, (max-width: 2088px) 100vw, 2088px\" \/><\/p>\n<p>&nbsp;<\/p>\n<h3>Read the full report or schedule a guidance session<\/h3>\n<p>To learn more, Forrester clients can read the full report or <a href=\"http:\/\/forrester.com\/inquiry\">schedule a guidance session or inquiry<\/a> for a deeper discussion.<\/p>\n",
            "category": [
                {
                    "term_id": 51104,
                    "name": "GRC - Governance, Risk, And Compliance",
                    "slug": "grc-governance-risk-and-compliance",
                    "description": "Governance, risk, and compliance (GRC) trends are always evolving. Follow Forrester's latest research and insights on GRC trends.\r\n\r\n<a href=\"\/technology\/\">Discover how Forrester supports IT leaders.<\/a>",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/grc-governance-risk-and-compliance\/"
                },
                {
                    "term_id": 51418,
                    "name": "Payments",
                    "slug": "payments",
                    "description": "",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/payments\/"
                }
            ],
            "meta_desc": "Understand how organizational profiles shape buyers\u2019 enterprise fraud management solution choice.",
            "author": "Meng Liu",
            "coauthors": "Janis Teo"
        }
    ]
}