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        {
            "post_type": "post",
            "post_id": 305208,
            "permalink": "https:\/\/www.forrester.com\/blogs\/meta-amazon-and-the-real-question-about-agentic-commerce\/",
            "title": "Meta, Amazon, And The Real Question About Agentic Commerce",
            "date": "Oct 2, 2026 20:41:40",
            "excerpt": "Recent media reports have highlighted Amazon\u2019s decision to block Meta’s Muse AI agent from making purchases on its marketplace. Muse has quickly gained attention for its ability to research products, complete tasks, and shop on behalf of consumers, while Amazon appears focused on maintaining direct control of the customer relationship and checkout experience.\u00a0\u00a0 The situation […]",
            "body": "<p><span data-contrast=\"auto\">Recent media reports have highlighted <\/span><span data-contrast=\"auto\">Amazon<\/span><span data-contrast=\"auto\">\u2019s <\/span><span data-contrast=\"auto\">decision to<\/span><span data-contrast=\"auto\"> block<\/span><span data-contrast=\"auto\"> Meta&#8217;s<\/span><span data-contrast=\"auto\"> Muse AI agent from making purchases on its marketplace. Muse has quickly gained attention for its ability to research products, complete tasks, and shop on behalf of consumers, while Amazon appears <\/span><span data-contrast=\"auto\">focused on<\/span><span data-contrast=\"auto\"> maintain<\/span><span data-contrast=\"auto\">ing<\/span><span data-contrast=\"auto\"> direct control of the customer relationship and checkout experience.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p aria-level=\"2\"><strong>The situation is interesting, but retailers should resist the temptation to view it as a definitive signal about the future of commerce.\u00a0\u00a0<\/strong><\/p>\n<p><span data-contrast=\"auto\">At the moment, we see this as two technology giants competing <\/span><span data-contrast=\"auto\">in a quickly evolving commerce landscape. Meta wants Muse to become a gateway to digital experiences, including shopping. Meta <\/span><span data-contrast=\"auto\">has tried many times to be a destination for commerce (<\/span><span data-contrast=\"auto\">e.<\/span><span data-contrast=\"auto\">g.,<\/span><span data-contrast=\"auto\"> Facebook stores, Instagram shopping). Amazon wants to remain the starting point for product discovery and purchase &#8211; and it <\/span><span data-contrast=\"auto\">has billions of dollars in e<\/span><span data-contrast=\"auto\">&#8211;<\/span><span data-contrast=\"auto\">commerce, marketplace dollars<\/span><span data-contrast=\"auto\">,<\/span><span data-contrast=\"auto\"> and ad revenue at stake. <\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">It\u2019s <\/span><span data-contrast=\"auto\">worth remembering that relationships among major technology firms are rarely static. Google pays Apple for valuable real estate on iPhone screens, and &#8211; who knows? &#8211; it would not be surprising to <\/span><span data-contrast=\"auto\">perhaps <\/span><span data-contrast=\"auto\">see Amazon and Meta eventually strike some form of commercial arrangement if agentic shopping gains meaningful traction.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><b><span data-contrast=\"auto\">For now, digital leaders should bear in mind<\/span><\/b><b><span data-contrast=\"auto\"> that<\/span><\/b><b><span data-contrast=\"auto\">:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">It\u2019s still unclear whether a critical mass of <\/span><\/b><b><span data-contrast=\"auto\">consumers actually want autonomous purchasing.<\/span><\/b><span data-contrast=\"auto\"> Agentic commerce generates excitement, but shopper behavior suggests a more measured future. Even relatively lightweight automation such as subscription replenishment programs has seen limited adoption.<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"2\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Specialized use cases might be where we see meaningful adoption.<\/span><\/b> <span data-contrast=\"auto\">A<\/span><span data-contrast=\"auto\">gentic shopping may prove valuable during high-intent events like Prime Day or<\/span><span data-contrast=\"auto\"> during<\/span><span data-contrast=\"auto\"> holiday promotions<\/span><span data-contrast=\"auto\">. Consumers might embrace automation to grab a limited edition item just as it drops, to secure concert tickets in <\/span><span data-contrast=\"auto\">the best secti<\/span><span data-contrast=\"auto\">on when they go on sale<\/span><span data-contrast=\"auto\">, or to pursue a refund on an item th<\/span><span data-contrast=\"auto\">ey didn\u2019t receive<\/span><span data-contrast=\"auto\">. That doesn\u2019t mean that<\/span><span data-contrast=\"auto\"> most consumers <\/span><span data-contrast=\"auto\">will<\/span><span data-contrast=\"auto\"> give AI broad authority to spend money without clear guardrails, approval flows, and transparency<\/span><span data-contrast=\"auto\">.<\/span> <span data-contrast=\"auto\">Today, most adoption will be among early adopters<\/span><span data-contrast=\"auto\">\u00a0and those who aren\u2019t concerned with permissions and access issues<\/span><span data-contrast=\"auto\"> with AI agents.<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"3\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Many processes <\/span><\/b><b><span data-contrast=\"auto\">are best handled within merchants\u2019 systems.<\/span><\/b> <span data-contrast=\"auto\">For example,<\/span><span data-contrast=\"auto\"> the post-transaction shipment and returns flow<\/span><span data-contrast=\"auto\"> includes logic and communications that the merchant needs to control. <\/span><span data-contrast=\"auto\">Neither<\/span><span data-contrast=\"auto\"> Meta <\/span><span data-contrast=\"auto\">n<\/span><span data-contrast=\"auto\">or any other third party<\/span> <span data-contrast=\"auto\">can execute on the entire process, though an AI agent might be handy to initiate<\/span><span data-contrast=\"auto\">\u00a0a return on behalf of a customer.<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"4\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">The <\/span><\/b><b><span data-contrast=\"auto\">scar<\/span><\/b><b><span data-contrast=\"auto\">y<\/span><\/b><b><span data-contrast=\"auto\"> stories about these agents might delay adoption.<\/span><\/b> <span data-contrast=\"auto\">Tech news is bursting with stories about adverse outcomes for users, from <\/span>an AI agent <span data-contrast=\"auto\">booking<\/span><span data-contrast=\"auto\"> a hotel and joining<\/span><span data-contrast=\"auto\">\u00a0its rewards <\/span><span data-contrast=\"auto\">program<\/span> <span data-contrast=\"auto\">on behalf of a user <\/span><span data-contrast=\"auto\">without permissio<\/span><span data-contrast=\"auto\">n, or <\/span><span data-contrast=\"auto\">an AI agent<\/span><span data-contrast=\"auto\"> selling<\/span><span data-contrast=\"auto\">\u00a0an item on Facebook <\/span><span data-contrast=\"auto\">Marketplace for well below the asking price and then arranging<\/span><span data-contrast=\"auto\"> a pickup meeting without informing the seller<\/span><span data-contrast=\"auto\">. S<\/span><span data-contrast=\"auto\">ome early adopters may simply back away from their use, <\/span><span data-contrast=\"auto\">while others <\/span><span data-contrast=\"auto\">wil<\/span><span data-contrast=\"auto\">l <\/span><span data-contrast=\"auto\">delay<\/span> <span data-contrast=\"auto\">adopt<\/span><span data-contrast=\"auto\">ion <\/span><span data-contrast=\"auto\">entirely <\/span><span data-contrast=\"auto\">until the a<\/span><span data-contrast=\"auto\">gents are m<\/span><span data-contrast=\"auto\">ore stable<\/span><span data-contrast=\"auto\">.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"auto\">In the near term, the strongest use case may be research rather than purchasing. This use case is something <\/span><span data-contrast=\"auto\">tha<\/span><span data-contrast=\"auto\">t <\/span><span data-contrast=\"auto\">we <\/span><span data-contrast=\"auto\">&#8211; including <\/span><span data-contrast=\"auto\">my colleagues <a href=\"https:\/\/www.forrester.com\/analyst-bio\/emily-pfeiffer\/BIO14604\">Emily Pfeiffer<\/a><\/span><span data-contrast=\"auto\">, <\/span><a href=\"https:\/\/www.forrester.com\/analyst-bio\/chuck-gahun\/BIO20107\"><span data-contrast=\"auto\">Chuck Gahun<\/span><\/a><span data-contrast=\"auto\">,<\/span><span data-contrast=\"auto\"> and I<\/span> <span data-contrast=\"auto\">\u2013<\/span><span data-contrast=\"auto\"> have been <\/span><span data-contrast=\"auto\">advising <\/span><span data-contrast=\"auto\">repeatedly, and as <\/span><a href=\"https:\/\/www.forrester.com\/webinar\/the-state-of-agentic-commerce-2026\/WEB192730?ref_search=3192398_1790603208423\"><span data-contrast=\"none\">Emily and<\/span><span data-contrast=\"none\"> Chuck<\/span><span data-contrast=\"none\"> did in this Forrester webinar.<\/span><\/a><span data-contrast=\"auto\"> AI agents can help consumers discover products, compare options, and narrow choices. Converting recommendations into transactions is <\/span><span data-contrast=\"auto\">still <\/span><span data-contrast=\"auto\">a much bigger leap<\/span><span data-contrast=\"auto\"> for most consumers<\/span><span data-contrast=\"auto\">.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-ccp-props=\"{}\">If you&#8217;re a Forrester client and would like to discuss these questions further, please book a Guidance Session with us. <\/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": 52023,
                    "name": "Agentic AI",
                    "slug": "agentic-ai",
                    "description": "",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/artificial-intelligence-ai\/agentic-ai\/"
                },
                {
                    "term_id": 2352,
                    "name": "AI Insights",
                    "slug": "artificial-intelligence-ai",
                    "description": "<p class=\"text-body font-regular leading-[24px] pt-[9px] pb-[2px]\">The integration of artificial intelligence (AI) is revolutionizing how organizations operate, offering unprecedented opportunities to boost efficiency and drive innovation. Yet, alongside this immense potential comes a layer of complexity that requires deliberate strategy. AI is doing more than just enhancing systems; it\u2019s reshaping how organizations allocate resources, advance capabilities, and achieve growth. Its influence touches every corner of an operating model, challenging leaders to not only capture the power of AI but to create meaningful value with it. The path forward is both exciting and intricate, filled with the promise of transformation and the need for thoughtful navigation. Get the latest AI insights and strategic perspectives from Forrester analysts and experts.<\/p>\r\n<a href=\"https:\/\/www.forrester.com\/technology\/data-ai-leaders\/\">Discover how Forrester supports data, AI, and analytics leaders. <\/a>",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/artificial-intelligence-ai\/"
                },
                {
                    "term_id": 51973,
                    "name": "Commerce technology",
                    "slug": "commerce-technology",
                    "description": "",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/commerce-technology\/"
                },
                {
                    "term_id": 2158,
                    "name": "Retail Trends",
                    "slug": "retail",
                    "description": "Retail is continuously evolving as consumers expect a seamless blend of physical and digital experiences. Read our insights and advice for staying a step ahead.\r\n\r\nDiscover how Forrester supports <a href=\"\/customer-experience\/\">customer experience<\/a> and <a href=\"\/b2c-marketing\/\">B2C marketing<\/a> professionals.",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/retail\/"
                }
            ],
            "meta_desc": "Recent media reports have highlighted Amazon\u2019s decision to block Meta's Muse AI agent from making purchases on its marketplace.",
            "author": "Sucharita Kodali",
            "coauthors": "Emily Pfeiffer"
        },
        {
            "post_type": "post",
            "post_id": 305377,
            "permalink": "https:\/\/www.forrester.com\/blogs\/the-more-advertising-automates-the-more-creative-matters\/",
            "title": "The More Advertising Automates, The More Creative Matters",
            "date": "Oct 2, 2026 15:25:18",
            "excerpt": "Automation is eating advertisers\u2019 workflows. Media buying \u2014 once dependent on traders\u2019 skills of budget allocation and bid management \u2014 has become the push of a button, where self-attributing platforms auto-optimize for advertisers\u2019 desired outcomes. And customer understanding is increasingly cultivated by walled gardens like Amazon, Google, and Meta, which turn media planning into conversations [&hellip;]",
            "body": "<p>Automation is eating advertisers\u2019 workflows. Media buying \u2014 once dependent on traders\u2019 skills of budget allocation and bid management \u2014 has become the push of a button, where self-attributing platforms auto-optimize for advertisers\u2019 desired outcomes. And customer understanding is increasingly cultivated by walled gardens like Amazon, Google, and Meta, which turn media planning into <a href=\"https:\/\/advertising.amazon.com\/resources\/whats-new\/conversational-experience-amazon-ads-agent\" target=\"_blank\" rel=\"noopener\">conversations with big data<\/a>. Because walled gardens glean peerless signals from their own inventory, those conversations often result in ad spend concentrating on walled gardens\u2019 proprietary content.<\/p>\n<p>AI will keep commodifying media execution and favoring walled gardens with seemingly endless R&amp;D budgets. Consequently, compelling creative is advertisers\u2019 durable differentiator. Uniquely memorable ideas and brands\u2019 expressiveness are impervious to commodification because AI cannot democratize originality. Creative distinctiveness \u2014 made of scarce ideas that earn attention, encode brands in consumers\u2019 memories, and give similar technologies something differentiated to amplify \u2014 is the biggest catalyst of brands\u2019 growth.<\/p>\n<p>But delivering distinctive creative is far easier said than done. Big ideas that determine how multimillion-dollar campaigns look and feel often succumb to arbitrary taste-making and the opinions of the highest-paid people in the room. And creative testing can\u2019t find its footing. Sometimes, tests that rely on focus groups are too cumbersome to be always on and produce results too biased to be actionable. Other times, always-on testing can result in overly granular insights too particular to lift brand health. And dynamic creative optimization (DCO) is laborious. Per a CMO I recently interviewed, \u201cthe effective implementation of DCO demands meticulous planning and substantial creative resources.\u201d<\/p>\n<h2>Creative Excellence Needs A New Owner<\/h2>\n<p>Most brands and agencies are better equipped to scale creative production than improve creative effectiveness. They have no shortage of automatable processes and are getting better at stitching together <a href=\"https:\/\/www.forrester.com\/report\/the-creative-advertising-technologies-landscape-q2-2026\/RES195919\" target=\"_blank\" rel=\"noopener\">creative adtech<\/a> stacks that accelerate and de-risk creative workflows. Meanwhile, performance marketers demand exponentially more creative for multivariate testing, which diverts creative directors from designing more resonant ads to increasing throughput. Organizations are turning to creative technologists to bridge the gap between creative output and excellence.<\/p>\n<p>Creative technologists turn processes from artisanal workflows into adaptive, accountable systems without stripping away the human discretion that makes creative memorable. They connect creative strategy, production, data, media activation, and experimentation so that campaign and brand health signals shape what gets made and humans can focus on decisions machines cannot make. Unlike creative strategists, marketing technologists, or data scientists who specialize in a discipline, creative technologists orchestrate intersections across disciplines. They aren\u2019t translators between creative and technology; they redesign how the two work together. Ideal candidates demonstrate a rare blend of taste-making, technical curiosity, experimental rigor, and change leadership.<\/p>\n<p>Our <a href=\"https:\/\/www.forrester.com\/report\/role-profile-creative-technologist\/RES201666\" target=\"_blank\" rel=\"noopener\">role profile<\/a> clarifies creative technologists\u2019 responsibilities, specifies organizational interlocks, identifies supporting technologies, offers success metrics, and more. Consider pairing our profile with our forthcoming report on the new dynamics of creative excellence and upcoming Forrester Wave\u2122 on creative adtech to orient people, processes, and technologies toward more compelling creative. As always, feel free to <a href=\"https:\/\/www.forrester.com\/inquiry\" target=\"_blank\" rel=\"noopener\">request a guidance session<\/a>.<\/p>\n",
            "category": [
                {
                    "term_id": 2119,
                    "name": "Advertising",
                    "slug": "advertising",
                    "description": "Digital has upended traditional advertising. What's shaking out after the digital shakeup? Read our insights to find out.\r\n\r\n<a href=\"\/b2c-marketing\/\">Discover how Forrester supports B2C marketing leaders.<\/a>",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/advertising\/"
                },
                {
                    "term_id": 2369,
                    "name": "Advertising Agencies",
                    "slug": "advertising-agencies",
                    "description": "Traditional advertising agencies find their business models under threat. But advertising agencies still deliver services crucial to brands. Read our insights on M&amp;As, trends, and case studies to understand the direction of agencies.\r\n\r\n<a href=\"\/b2c-marketing\/\">Discover how Forrester supports B2C marketing leaders.<\/a>",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/advertising-agencies\/"
                },
                {
                    "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": 2305,
                    "name": "CMO Trends",
                    "slug": "chief-marketing-officer-cmo",
                    "description": "The chief marketing officer (CMO) role is more difficult than ever, in a world where tried-and-true tactics are aging out and their replacements are hard to pin down. Read insights that help CMOs thrive in the Age of the Customer.",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/chief-marketing-officer-cmo\/"
                },
                {
                    "term_id": 2212,
                    "name": "marketing automation",
                    "slug": "marketing-automation",
                    "description": "Marketing automation allows firms to reach more people with fewer resources. But with great power comes great responsibility. When marketing automation isn't leveraged correctly, customers can be alienated. Read our insights to harness these technologies in a customer-obsessed fashion.\r\n\r\nDiscover how Forrester supports\u00a0<a href=\"\/b2b-marketing\/\">B2B<\/a>\u00a0and\u00a0<a href=\"\/b2c-marketing\/\">B2C<\/a>\u00a0marketing leaders.",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/marketing-automation\/"
                },
                {
                    "term_id": 51159,
                    "name": "marketing strategy",
                    "slug": "marketing-strategy",
                    "description": "A sound marketing strategy is essential for ensuring marketing delivers on business objectives. Read our insights for developing a long-term marketing strategy that sets a clear course of action and drives results.",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/marketing-strategy\/"
                },
                {
                    "term_id": 51301,
                    "name": "Media Insights",
                    "slug": "media-insights",
                    "description": "",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/media-insights\/"
                }
            ],
            "meta_desc": "Creative distinctiveness is the biggest catalyst of brands\u2019 growth.",
            "author": "Nikhil Lai"
        },
        {
            "post_type": "post",
            "post_id": 305363,
            "permalink": "https:\/\/www.forrester.com\/blogs\/theres-a-consumer-ai-trust-gap-in-financial-services-but-the-solution-is-surprisingly-simple\/",
            "title": "There\u2019s A Consumer AI Trust Gap In Financial Services, But The Solution Is Surprisingly Simple",
            "date": "Oct 2, 2026 13:02:57",
            "excerpt": "Today, as a society, we agree on little: Politics. Climate. Health. Whether a hot dog is a sandwich. But one topic is bringing us back together: artificial intelligence! According to Forrester\u2019s Consumer Benchmark Survey, 2026, nearly nine in 10 online adults in the US and the UK have at least heard about AI, but ubiquitous [&hellip;]",
            "body": "<p>Today, as a society, we agree on little: Politics. Climate. Health. Whether a hot dog is a sandwich. But one topic is bringing us back together: artificial intelligence!<\/p>\n<p>According to <a href=\"https:\/\/www.forrester.com\/data-and-insights\/surveys\/forresters-consumer-benchmark-survey-2026\/SUS196065\">Forrester\u2019s Consumer Benchmark Survey, 2026<\/a>, nearly nine in 10 online adults in the US and the UK have at least heard about AI, but ubiquitous awareness does not mean widespread interest: Four in 10 learn about AI simply because they can\u2019t escape the news coverage. And what a news cycle we\u2019ve had recently: <a href=\"https:\/\/www.reuters.com\/legal\/litigation\/openai-alerts-more-than-100-groups-about-rogue-ai-agent-activity-2026-10-01\/\">Rogue agents<\/a>, <a href=\"https:\/\/www.bbc.com\/news\/articles\/cw62jje658dlo\">AI hacking government sites<\/a>, and other <a href=\"https:\/\/www.cbsnews.com\/news\/ai-models-behaving-unexpectedly-security-experts\/\">unexpected behavior<\/a> is all seriously freaking people out. No wonder around two-thirds in the US (66%) and the UK (69%) agree that the evolution of AI is outpacing the ability to effectively manage it.<\/p>\n<h2><strong>AI Will Transform Consumer Value Creation<\/strong><\/h2>\n<p>Sprinkled among <a href=\"https:\/\/www.forrester.com\/blogs\/the-ai-doomsday-circus-dont-step-right-up\/\">the doomsday scenarios<\/a> are headlines that offer hope about AI, such as <a href=\"https:\/\/fortune.com\/2026\/10\/01\/billion-dollar-tech-company-starkey-unveils-its-newest-hearing-aid-with-ai-accessible-enough-for-all-generations-to-use\/\">a hearing aid<\/a> that can make more than 80 million adjustments <em>every hour<\/em> to improve sound quality and speech clarity for those hard of hearing or researchers who deployed <a href=\"https:\/\/www.smithsonianmag.com\/smart-news\/anthropic-says-its-ai-discovered-a-new-enzyme-system-that-resembles-the-revolutionary-gene-editing-tool-crispr-180989578\/\">950 AI agents to search a DNA database<\/a>, leading to the discovery \u2014 in just 21 hours \u2014 of an enzyme that holds promise for personalized medicine.<\/p>\n<p>In financial services, AI can give consumers <em>more<\/em> control over their finances. AI agents help people thwart the \u201c<a href=\"https:\/\/www.wsj.com\/finance\/banking\/lazy-customers-are-great-for-banks-could-ai-change-that-220b4dc9\">laziness tax<\/a>,\u201d which is a phrase for lax behavior that results in paying fees for late payments, forgetting about subscriptions, or keeping money in low interest-bearing accounts. AI also democratizes access <a href=\"https:\/\/mitsloan.mit.edu\/ideas-made-to-matter\/ai-financial-advice-surprisingly-good-especially-if-you-ask-right-questions\">to financial guidance<\/a>\u00a0such as <a href=\"https:\/\/www.nytimes.com\/2026\/02\/08\/business\/retirement-planning-ai-chatbots.html\">retirement planning<\/a>, though often <a href=\"https:\/\/www.marketwatch.com\/picks\/55-of-americans-now-use-ai-to-help-them-with-their-finances-but-it-doesnt-always-go-well-9981bfd9\">with mixed results<\/a> if not used properly.<\/p>\n<p>Business leaders see even greater potential in AI. In <a href=\"https:\/\/www.forrester.com\/data-and-insights\/surveys\/forresters-q2-2026-ai-pulse-survey\/SUS193538\">Forrester\u2019s Q2 2026 AI Pulse Survey<\/a>, nearly eight in 10 AI decision-makers agreed that genAI and agentic AI will have a high impact on how consumers interact with their business. Stephen Squeri, chairman and CEO of American Express, <a href=\"https:\/\/s26.q4cdn.com\/747928648\/files\/doc_financials\/2025\/ar\/American-Express-Annual-Report-2025.pdf\">echoed this sentiment when he wrote<\/a>, \u201cAdvancements in AI are creating a structural shift in the way colleagues work and how businesses operate, compete, and create value \u2014 and we are embracing it.\u201d Beyond efficiency, AI transforms <em>value creation<\/em>.<\/p>\n<h2><strong>Consumers Are Skeptical Of Financial Services AI Usage<\/strong><\/h2>\n<p>The problem? Consumers aren\u2019t bought into the AI vision of business leaders. In the US and the UK, <a href=\"https:\/\/www.forrester.com\/data-and-insights\/surveys\/forresters-consumer-benchmark-survey-2026\/SUS196065\">seven in 10 consumers<\/a> are concerned that AI will not be used responsibly by companies. This concern is compounded in financial services, where inherent risk lurks in nearly every action involving money. Respondents in Forrester\u2019s ConsumerVoices Market Research Online Community perceive a high degree of risk across a wide range of financial activities, from navigating retirement savings (47%) to selecting a health plan (40%).<\/p>\n<p>Despite this, consumers <em>are<\/em> dabbling with AI when it comes to their personal finances. Nearly <a href=\"https:\/\/www.forrester.com\/report\/consumers-use-ai-for-personal-finance-but-not-necessarily-from-their-bank\/RES201284\">one-third of consumers<\/a> now use AI assistance for at least some personal finance questions. But they\u2019re equally as likely to turn to third-party tools as they are to their bank\u2019s tools. To earn consumer trust and engagement, financial-services business leaders must close the AI trust gap.<\/p>\n<h2><strong>Build AI Experiences That Keep Consumers In Control<\/strong><\/h2>\n<p>With AI moving so quickly, how can marketing and CX leaders deliver AI experiences that consumers will want and use? The answer sounds like it\u2019s lifted from a marketing 101 textbook: Start with your consumer.<\/p>\n<p>In my latest report, <a href=\"https:\/\/www.forrester.com\/report\/ai-in-financial-services-has-a-consumer-trust-gap\/RES202778\">AI In Financial Services Has A Consumer Trust Gap<\/a>, I share strategies that marketing and CX leaders can deploy to unify their consumer understanding and work together to mitigate risk sensitivity, set expectations, drive adoption, and build trust.<\/p>\n<p>Here are four ways that marketing and CX pros can build consumer trust and engagement:<\/p>\n<ul>\n<li><strong>Deliver AI that your consumers actually need.<\/strong> Consumers don\u2019t care that their bank suddenly has an AI agent. What they care about is WIIFM (\u201cWhat\u2019s in it for me?\u201d). The question that marketing and CX leaders must answer to pique consumer interest isn\u2019t \u201cHow can I get more people to use an AI agent?\u201d but instead \u201cWhat new value does our AI agent offer that my consumer can\u2019t get anywhere else?\u201d<\/li>\n<li><strong>Explain how consumers can maximize value.<\/strong> AI adoption is outpacing people\u2019s ability to confidently navigate the technology to accurate outcomes. Educate consumers on how the AI tools work, set expectations about what good outcomes look like, and help consumers build the skills to get more out of AI over time.<\/li>\n<li><strong>Help consumers when it gets hard.<\/strong> Your consumers will make mistakes and get confused. Equip them to navigate AI outputs, especially if they get it wrong. Embed expertise across their experience, from self-serve FAQs to preparing employees with information. Make human experts easy to find.<\/li>\n<\/ul>\n<p><strong>Forrester clients:<\/strong> You can download the full report, <a href=\"https:\/\/www.forrester.com\/report\/ai-in-financial-services-has-a-consumer-trust-gap\/RES202778\">AI In Financial Services Has A Consumer Trust Gap<\/a>, starting today.<\/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": 51483,
                    "name": "consumer",
                    "slug": "consumer",
                    "description": "",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/consumer\/"
                },
                {
                    "term_id": 51484,
                    "name": "consumer loyalty",
                    "slug": "consumer-loyalty",
                    "description": "",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/consumer-loyalty\/"
                },
                {
                    "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\/"
                },
                {
                    "term_id": 2101,
                    "name": "Customer Insights",
                    "slug": "customer-insights",
                    "description": "Customer insights allow businesses to serve customers better, build loyalty, and drive revenue. But digging customer insights out of mountains of data is complicated. Read the latest on this critical competency.\r\n\r\n<a href=\"\/customer-experience\/\">Discover how Forrester supports customer experience leaders.<\/a>",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/customer-insights\/"
                },
                {
                    "term_id": 34567,
                    "name": "customer-centric design",
                    "slug": "customer-centric-design",
                    "description": "One of the hallmarks of any industry leader is its ability to put the customer at the center of all activity. Use these insights to move your organization toward customer-centric design.\r\n\r\n<a href=\"\/customer-experience\/\">Discover how Forrester supports customer experience leaders.<\/a>",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/customer-centric-design\/"
                },
                {
                    "term_id": 2154,
                    "name": "financial services",
                    "slug": "financial-services",
                    "description": "Financial services firms are under pressure as more investors choose a self-directed approach and shift their money toward emergent fintech disruptors. Discover how financial services firms can evolve to stay competitive, win business, and leverage CX to succeed.",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/financial-services\/"
                },
                {
                    "term_id": 51159,
                    "name": "marketing strategy",
                    "slug": "marketing-strategy",
                    "description": "A sound marketing strategy is essential for ensuring marketing delivers on business objectives. Read our insights for developing a long-term marketing strategy that sets a clear course of action and drives results.",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/marketing-strategy\/"
                }
            ],
            "meta_desc": "Close the consumer AI trust gap by delivering financial services experiences that emphasize consumer control and value.",
            "author": "Jess Lloyd"
        },
        {
            "post_type": "post",
            "post_id": 305257,
            "permalink": "https:\/\/www.forrester.com\/blogs\/to-prepare-for-the-future-of-owned-search-take-our-advice\/",
            "title": "To Prepare For The Future Of Owned Search, Take Our ADVICE",
            "date": "Oct 2, 2026 11:34:33",
            "excerpt": "Forrester\u2019s ADVICE framework guides merchants to optimize content for discoverability in their owned environment \u2014 i.e., their sites and apps. Learn what to do.",
            "body": "<h2>Search On Apps and Websites Is About To Fundamentally Change \u2014 Or Else Users Will Stop Using It<\/h2>\n<p>There\u2019s a lot of discussion right now about optimizing content for discoverability in answer engines (the non-owned environment). What\u2019s missing is the part of the conversation that focuses on the owned environment: <strong>your sites and apps<\/strong>.<\/p>\n<h3><strong>Owned Search Is Headed For A Major Reset<\/strong><\/h3>\n<p>As conversational experiences become familiar, such as in answer engines like ChatGPT and Google Gemini, users (across consumers, buyers, patients, clients, subscribers, constituents, etc.) will expect similar experiences elsewhere. They will want trusted, personally relevant answers, including on the digital properties that organizations own. This is true across every type of organization, from retailers to banks and insurers to government agencies.<\/p>\n<p>Digital leaders must move beyond the chat bubble. They need a practical way to shape unified conversational experiences while preserving the familiar patterns that still work. It\u2019s time for the conversation to move into the search bar and onto the page.<\/p>\n<p><strong><em>Before we get into it: J<\/em><em>oin us on October 7<\/em><\/strong><em><strong> for the webinar, <a href=\"https:\/\/www.forrester.com\/webinar\/the-future-of-site-search\/WEB199461\">The Future Of Owned Search In Apps And On Websites<\/a>.<\/strong> You\u2019ll see the data behind our recommendations, dive into the framework, and get practical next steps for you to take right now.<br \/>\n<\/em><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-305260\" src=\"https:\/\/go.forrester.com\/wp-content\/uploads\/2026\/10\/ADVICE_Framework_whitebg.png\" alt=\"ADVICE framework tha atands for assessed, directed, versatile, individualized, contiguous, and embedded\" width=\"1280\" height=\"720\" srcset=\"https:\/\/go.forrester.com\/wp-content\/uploads\/2026\/10\/ADVICE_Framework_whitebg.png 1280w, https:\/\/go.forrester.com\/wp-content\/uploads\/2026\/10\/ADVICE_Framework_whitebg-300x169.png 300w, https:\/\/go.forrester.com\/wp-content\/uploads\/2026\/10\/ADVICE_Framework_whitebg-1024x576.png 1024w, https:\/\/go.forrester.com\/wp-content\/uploads\/2026\/10\/ADVICE_Framework_whitebg-768x432.png 768w, https:\/\/go.forrester.com\/wp-content\/uploads\/2026\/10\/ADVICE_Framework_whitebg-640x360.png 640w\" sizes=\"auto, (max-width: 1280px) 100vw, 1280px\" \/><\/p>\n<p>&nbsp;<\/p>\n<h3>Six Requirements For Conversational Experiences<\/h3>\n<p>Conversational experiences are changing how users expect to interact in all environments, including on the apps and websites that organizations control.<\/p>\n<p>Our ADVICE framework gives digital leaders six guideposts to build conversational experiences that earn visitors and give them a reason to stay. <span data-teams=\"true\">The future of owned search experiences will need to be<\/span>:<\/p>\n<ul>\n<li><strong>Assessed continually.<\/strong> Systems that learn require constant monitoring and testing. Use new metrics for conversational performance, watch for broken guardrails, and introduce new tools incrementally so you can learn without putting too many user experiences at risk.<\/li>\n<li><strong>Directed and controlled.<\/strong> Establish (and demand from your vendors) administrative controls, permissions, governance, and evolving guardrails. The system\u2019s answers should remain grounded in data and aligned with the system\u2019s purpose, as well as be consistent with the organization\u2019s voice and limits.<\/li>\n<li><strong>Versatile across functions.<\/strong> Bring product discovery, customer service, post-purchase support, recommendations, account management, and other activities into one conversational experience. Support the input methods that fit the audience, including text, voice, and images.<\/li>\n<li><strong>Individualized to the user.<\/strong> Remember relevant behavior, preferences, and prior conversations, including whether the user wants personalization at all. Start with a default or segment-based experience when necessary, but design toward the individual. Users expose much more personal data via conversations than they do when searching broadly, so make sure to judiciously use what they share with you to improve their experience.<\/li>\n<li><strong>Contiguous but in context.<\/strong> Let the conversation travel across pages and visits while carrying forward what matters. The system must also recognize when a user has changed subjects, at which point prior context should no longer shape the response.<\/li>\n<li><strong>Embedded in the experience.<\/strong> Move conversations beyond the isolated pop-up. Place it throughout the website or app in consistent, expected locations that support rich information and interaction without hiding the rest of the experience.<\/li>\n<\/ul>\n<p>Stay tuned for the upcoming full research report with much more depth, as well as concrete advice for what to do right now.<\/p>\n<p>In the meantime, join us on October 7 for the webinar, <a href=\"https:\/\/www.forrester.com\/webinar\/the-future-of-site-search\/WEB199461\">The Future Of Owned Search In Apps And On Websites<\/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": 52023,
                    "name": "Agentic AI",
                    "slug": "agentic-ai",
                    "description": "",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/artificial-intelligence-ai\/agentic-ai\/"
                },
                {
                    "term_id": 51973,
                    "name": "Commerce technology",
                    "slug": "commerce-technology",
                    "description": "",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/commerce-technology\/"
                },
                {
                    "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": 2158,
                    "name": "Retail Trends",
                    "slug": "retail",
                    "description": "Retail is continuously evolving as consumers expect a seamless blend of physical and digital experiences. Read our insights and advice for staying a step ahead.\r\n\r\nDiscover how Forrester supports <a href=\"\/customer-experience\/\">customer experience<\/a> and <a href=\"\/b2c-marketing\/\">B2C marketing<\/a> professionals.",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/retail\/"
                }
            ],
            "author": "Emily Pfeiffer"
        },
        {
            "post_type": "post",
            "post_id": 305321,
            "permalink": "https:\/\/www.forrester.com\/blogs\/ideas-and-books-in-london\/",
            "title": "Ideas And Books In London",
            "date": "Oct 2, 2026 08:13:48",
            "excerpt": "Fresh from Forrester\u2019s London events, take a look at the provocative ideas, executive debates, and reading recommendations that got people talking.",
            "body": "<p><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-305326 alignleft\" src=\"https:\/\/go.forrester.com\/wp-content\/uploads\/2026\/10\/Dinner-in-London-2026-225x300.jpeg\" alt=\"\" width=\"225\" height=\"300\" srcset=\"https:\/\/go.forrester.com\/wp-content\/uploads\/2026\/10\/Dinner-in-London-2026-225x300.jpeg 225w, https:\/\/go.forrester.com\/wp-content\/uploads\/2026\/10\/Dinner-in-London-2026-768x1024.jpeg 768w, https:\/\/go.forrester.com\/wp-content\/uploads\/2026\/10\/Dinner-in-London-2026-1152x1536.jpeg 1152w, https:\/\/go.forrester.com\/wp-content\/uploads\/2026\/10\/Dinner-in-London-2026-1536x2048.jpeg 1536w, https:\/\/go.forrester.com\/wp-content\/uploads\/2026\/10\/Dinner-in-London-2026-360x480.jpeg 360w, https:\/\/go.forrester.com\/wp-content\/uploads\/2026\/10\/Dinner-in-London-2026-scaled.jpeg 1920w\" sizes=\"auto, (max-width: 225px) 100vw, 225px\" \/>This week, I have been in London at two Forrester events, <a href=\"https:\/\/www.forrester.com\/event\/b2b-emea\/\">B2B Forum EMEA<\/a> and <a href=\"https:\/\/www.forrester.com\/event\/technology-innovation-emea\/\">Technology &amp; Innovation Forum EMEA<\/a>. It was a wonderful week spent with clients and Forum attendees. We were immersed in intriguing and breakthrough ideas including <a href=\"https:\/\/www.forrester.com\/blogs\/minimum-viable-sovereignty-a-smarter-path-for-tech-leaders\/\">minimum viable sovereignty<\/a>, <a href=\"https:\/\/www.forrester.com\/technology\/aegis-framework\/\">AEGIS<\/a>, the <a href=\"https:\/\/www.forrester.com\/bold\/b2b-gtm-strategy\/\">B2B go-to-market singularity<\/a>, and the <a href=\"https:\/\/www.forrester.com\/blogs\/stop-replacing-traffic-start-replacing-visibility\/\">visibility vacuum<\/a> \u2014 amazing week!<\/p>\n<p>On Monday and Wednesday night, I was at dinners with our Executive Leadership Exchange, executives from some of our leading clients in EMEA including Thales, Bosch, Xerox, SBS, Riyad Bank, Visa, Air Liquide, Dubai Electricity and Water Authority, Ericsson, and Shell. The amazing chef staff at Raffles London is shown at left \u2014 fantastic dinner!<\/p>\n<p>At the B2B dinner, we discussed a fascinating question: \u201cGiven all that is changing in B2B marketing, where should the \u2018brand\/demand knob\u2019 be tuned?\u201d In other words, how much of the budget should go to brand versus demand generation? Let me say that we had no consensus: Half of the room advocated for a 40:60 brand\/demand ratio; the other half of the room went for 100:0 \u2014 all brand. This was a real-time reflection of the GTM singularity.<\/p>\n<p>At the tech dinner, we asked, \u201cWhat does your CEO believe about AI that is untrue?\u201d Great list: \u201cEverything is AI\u201d; \u201cAI will kill all of us\u201d; \u201cAgentic AI will affect B2C but not B2B\u201d; \u201cWe have everything we need to build AI in the company.\u201d<\/p>\n<p>Here are the books recommended by the clients:<\/p>\n<ol>\n<li><a href=\"https:\/\/www.amazon.com\/dp\/B0FGJZLZKG\/?bestFormat=true&amp;k=the%20algorithm&amp;ref_=nb_sb_ss_w_scx-ent-bk-v2_k0_1_13_de&amp;crid=1N4O2XAW8T366&amp;sprefix=The%20Algorithm\">The Algorithm<\/a>: Musk\u2019s operating model<\/li>\n<li><a href=\"https:\/\/www.amazon.com\/Unreasonable-Hospitality-Remarkable-Giving-People-ebook\/dp\/B0B13W5GPT\/ref=sr_1_1?crid=EHCKB4PVH9I9&amp;dib=eyJ2IjoiMSJ9.wxhiAr0fCPqIfLRquM72_xnY9NeSNgk-3FGyep4cznw3E69SBrhxGumo-yshE94onagUmU6cubUZMDStwNa5TnH_Wh9rRIHmRpd60aUr9XoJ9C3LMpIHk9WiVVc9blORHNPY2r2jnM3u_3KI4mnqxLeKzw45bLvSlt_tGCMhXWtJfzp-XG9U47zs68btPlHjrGtT0fA9YqnAUB2yt9-nImHsIUttxuBbfXHdJcLy6ZU.CwMfujLoK2kX2WSBXPJMKd1KtSUWwBQNz3Bt2arKQ6c&amp;dib_tag=se&amp;keywords=unreasonable+hospitality&amp;qid=1790940598&amp;s=digital-text&amp;sprefix=Unreasona%2Cdigital-text%2C229&amp;sr=1-1\">Unreasonable Hospitality<\/a>: CX on steroids<\/li>\n<li><a href=\"https:\/\/www.amazon.com\/dp\/1101875321\/?bestFormat=true&amp;k=designing%20your%20life&amp;ref_=nb_sb_ss_w_scx-ent-bk-v2_k0_1_19_de&amp;crid=1L4OW8OLC99NS&amp;sprefix=Designing%20Your%20Life\">Designing Your Life<\/a>: as it says<\/li>\n<li><a href=\"https:\/\/www.amazon.com\/Agrippa-Novel-Ancient-Descent-Dictatorship-ebook\/dp\/B0G4NB2J48\/ref=sr_1_1?crid=6N3T24GAQ9ME&amp;dib=eyJ2IjoiMSJ9.7Gc0CZJOk9b9cXSgXik7gxyLKDQ0e7HedMUG9BNZCNiRicCAQvWgDMN3DdHSXHzuyDY0yA96YyDa_Du18_RI9pYSppjfXbJMaZ2l3hbT4tvVY__aVvxGryMtfJDJpV5cT4DN1614icE1-DUlOv1XalHwNy3Fzh-vgaB026G74WXBzkobqj8nixC0iloPtKbt-LrIhQJ-Qubt11FiHrFxkf5kXmv8rCkU61gJe4LIfgY.fpBTQqmoyXdtmpVLl1OQFVz5Bh8Eg-H2Xr7i7RO1HRw&amp;dib_tag=se&amp;keywords=agrippa+robert+harris&amp;qid=1790940760&amp;s=digital-text&amp;sprefix=Agrippa%2Cdigital-text%2C208&amp;sr=1-1\">Agrippa<\/a>: how Rome drifted into dictatorship<\/li>\n<li><a href=\"https:\/\/www.amazon.com\/Year-Provence-Vintage-Departures-ebook\/dp\/B003L1ZVMW\/ref=sr_1_1?crid=344TFWAZJBUP3&amp;dib=eyJ2IjoiMSJ9.3lQpMz1bNMgXZM62Z83Cqmua8k0OHyZy6wrPs1DLbIVIbOqE4Y858i3Ak33p29yJ21jnDz6cc0IDXoY0HDVk4kDJgj6YNz6jcuzv9_-ZDqLM0KY7luEQ9MTcRiKHj6A2mI9ogiEtDrpjvrTVkzY0d9nluXhk5mTfQGX9d4rb4ePmRByBDYHyNpV7dV313y4hBkAojy6hqZLtAf1MqkDndEbEoP12YzncSkIBbUOPlRk.rCC4-kYhqsgsyNE-IW_sTYlXP8WI99yiZJ-sHuRPSV0&amp;dib_tag=se&amp;keywords=a+year+in+provence+by+peter+mayle&amp;qid=1790940845&amp;s=digital-text&amp;sprefix=A+Year+in+provence%2Cdigital-text%2C207&amp;sr=1-1\">A Year in Provence<\/a>: escaping to the country<\/li>\n<li><a href=\"https:\/\/www.amazon.com\/Supremacy-ChatGPT-Race-Change-World-ebook\/dp\/B0CLJTMF84\/ref=sr_1_1?crid=GYRXK2NT7YR9&amp;dib=eyJ2IjoiMSJ9.gHF0F_OtrT8DDbGfkhmMUlTLDeGQxsxca4mrBhnM0Oo.mwnVNQlAZU88mRcVvsOAl5sEebL6B5xPM6EgJe4XmUA&amp;dib_tag=se&amp;keywords=supremacy+parmy+olson&amp;qid=1790940946&amp;s=digital-text&amp;sprefix=Supremacy%2Cdigital-text%2C204&amp;sr=1-1\">Supremacy<\/a>: the race to dominate AI<\/li>\n<li><a href=\"https:\/\/podcasts.apple.com\/us\/podcast\/the-rest-is-science\/id1853007888\">The Rest Is Science<\/a>: podcast on how the world works<\/li>\n<li><a href=\"https:\/\/www.amazon.com\/Center-Seat-Complete-Unauthorized-History\/dp\/B0BSKPXKPW\/ref=sr_1_1?crid=1ZA7N6DQBETVA&amp;dib=eyJ2IjoiMSJ9.SLiGCZ2hKm5G2uYUeT-_rGFMKYg5-b4EG-LOntPLe6M.j5PDx1weOqC3qCQGWPRdSxOSfARnQoqoIFw91SDhSoA&amp;dib_tag=se&amp;keywords=the+center+seat+2+60+years+of+star+trek+dvd&amp;nsdOptOutParam=true&amp;qid=1790941199&amp;sprefix=The+Center+Seat%2Caps%2C206&amp;sr=8-1\">The Center Seat<\/a>: 55 years of Star Trek \u2014 nerd alert!<\/li>\n<li><a href=\"https:\/\/www.amazon.com\/Giuliano-Empoli-Collection-Predator-Kremlin\/dp\/9124204242\/ref=sr_1_4?crid=3UCM7QVAO6RND&amp;dib=eyJ2IjoiMSJ9.Q_YP3vN1HWNN1x2SCyRUIiGGqejNpCJezvH0Mex-6K2ZqsPNL-ieNQ1DV4mKLwAgzt6J1VcZCpvQfQy9Eh0dJXIfU7fQNQiUq9ZHzpU6cJ1GyKo8F0dD-K1ZxHKENk3Nmc1lK5_mTwA-aBiYQovuiL13WhnihSJeTOke2gR7e5zoBEep8UdiWdP-zB9CxCqg7GZ6HWsmA83Bnd_qlbCNFnQrchDUL-F6zOA1n_YHY04.qkeURIol6QXSHc2iJL6kRAq6k53__Iy9J4gQGmWRxTg&amp;dib_tag=se&amp;keywords=the+wizard+of+the+kremlin&amp;qid=1790941291&amp;sprefix=The+Kremlin+Wizard%2Caps%2C221&amp;sr=8-4\">The Hour of the Predator and The Wizard of the Kremlin<\/a>: charting the rise of autocracy<\/li>\n<li><a href=\"https:\/\/www.amazon.com\/Nerd-Reich-Silicon-Fascism-Democracy-ebook\/dp\/B0G3Q5BGRS\/ref=sr_1_1?crid=1V0XB5VT2IIG2&amp;dib=eyJ2IjoiMSJ9.L52T4ACswglIp355LYdgi2Fge8QFyGsK8XWXnRS_1d0ViAXkWFknBvA7iOYrBAilVFgk9QT9kT1p-WvxOFTFlA0QOhm7U_bzJ_KcxoJeO2QFKJ5bdYvT93RFpnzGhxYCTi8ZEZrHicv1RI2Y-kw3jSjCv0tF4OP9R8J0ho8viDT5RTfUPL0BqCGHY4svDWHIAPRZRk12vji4FZApCOAijV2qS7taeIsmx9p1X6onmIA.pTZN3et4plFcUpEebyp7h4IcoxRYekWAKRlRX018Ces&amp;dib_tag=se&amp;keywords=the+nerd+reich&amp;qid=1790941447&amp;sprefix=The+Nerd+R%2Caps%2C235&amp;sr=8-1\">The Nerd Reich<\/a>: Silicon Valley destroys democracy<\/li>\n<li><a href=\"https:\/\/www.amazon.com\/Magnificent-Lives-Marjorie-Post-Novel\/dp\/0593355709\/ref=sr_1_1?crid=2CF6JYODEGT8I&amp;dib=eyJ2IjoiMSJ9.mOSRJIvYcSeEe0BQGJVW1fzAghbSKhAiLv-eihSxklOFhet76vxPX9EmS15O7whqxOs0Zmxm2RZP3WRzU1KJnw.tRehQV15s3WlpY1EcUQC6GR0cijXzIAi_aGAo72VhZ4&amp;dib_tag=se&amp;keywords=the+marvelous+lives+of+marjorie+post&amp;qid=1790941555&amp;sprefix=The+Marvelous+Lives+of+%2Caps%2C233&amp;sr=8-1\">The Magnificent Lives of Marjorie Post<\/a>: an heiress with an original mind<\/li>\n<li><a href=\"https:\/\/www.amazon.com\/dp\/0593420225\/?bestFormat=true&amp;k=the%20art%20of%20fighting&amp;ref_=nb_sb_ss_w_scx-ent-bk-v2_k0_1_19_de&amp;crid=36A014V4Y04LE&amp;sprefix=The%20art%20of%20fighting\">The Art of Fighting<\/a>: constructive conflict<\/li>\n<li><a href=\"https:\/\/www.amazon.com\/New-One-Minute-Manager-ebook\/dp\/B00MMG19OG\/ref=sr_1_1?crid=YQRSFJT7T965&amp;dib=eyJ2IjoiMSJ9.BIAttDDmi-Tp4jUhnGEv6cIJcARPPvGr5pfzbZQ8xeQvP9qrwGWn50yqf_LN5JLZQ06Dt_WIBLSdFANlCgiYqj8pQ_kW1ukI1oEei3w5aYfYF4-lX2JtY4Y-JGDUJQqvjrzS6uyJ0lDc4WW8BmFVpPemzLoRB7dPVraSls--MNrZRz8_yIyl-xiy1hYBk199h6nVGqwlsFI4Cg_9Mabhyn2EVVRh09ToZgQ9ERlybxQ.5ZgrV6ulbDaEdn3v4dEHv1d0WB6O2N06wBY6Xxw8Xbs&amp;dib_tag=se&amp;keywords=the+one+minute+manager&amp;qid=1790941843&amp;s=digital-text&amp;sprefix=the+one+minute+manager%2Cdigital-text%2C247&amp;sr=1-1\">The One Minute Manager<\/a>: the original business book about letting your reports do their thing<\/li>\n<li><a href=\"https:\/\/www.amazon.com\/Activator-Advantage-Todays-Rainmakers-Differently-ebook\/dp\/B0D8TXK92K\/ref=sr_1_1?crid=8DP01W2PJF3B&amp;dib=eyJ2IjoiMSJ9.Qkw63M7nYtvyKBZ48wOf0JRSVPE5pP1UvA_C5wHo-1bxGB5iKEKorKoyUGuL7ZckcrBmJlq9CSbi-ZPivgSzoeTunUOUZLrI4lw4ovC8grirhrIHXi0QFIZGKU21GRYkbiS45TkUagdbvdScfWzP4uuN4QcD2EncV-o2ScidSzRIlpuTnjwixPOcx9bowqsKFgwvqfZ3LKtx7_Pcznl9KKENrg-DPoe03KOmZ5D7n6U.tR7U0VxaIYyth1Ttd_6hFTXXnFsyfg8dwJZp6ULtsZs&amp;dib_tag=se&amp;keywords=activator&amp;qid=1790941889&amp;s=digital-text&amp;sprefix=the+Activator%2Cdigital-text%2C294&amp;sr=1-1\">The Activator Advantage<\/a>: how to keep your clients in the professional services world<\/li>\n<\/ol>\n<p>Thank you to all contributors!<\/p>\n",
            "category": [
                {
                    "term_id": 2350,
                    "name": "The Counterintuitive CEO",
                    "slug": "counterintuitive-ceo",
                    "description": "",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/counterintuitive-ceo\/"
                }
            ],
            "meta_title": "Ideas And Book Recommendations In London",
            "meta_desc": "Fresh from Forrester\u2019s London events, take a look at the provocative ideas, executive debates, and reading recommendations that got people talking.",
            "author": "George Colony"
        },
        {
            "post_type": "post",
            "post_id": 305296,
            "permalink": "https:\/\/www.forrester.com\/blogs\/oktane-2026-recap-okta-announces-a-unified-iam-control-plane-with-agent-governance-and-identity-details-remaining-unclear\/",
            "title": "Oktane 2026 Recap: Okta Announces A Unified IAM Control Plane, With Agent Governance And Identity Details Remaining Unclear",
            "date": "Oct 1, 2026 16:32:53",
            "excerpt": "At last week\u2019s Oktane conference in Las Vegas, Okta unveiled its ambitious vision for transforming the Okta platform into a control plane for AI agents and extending deeper into AI security. The strategy was reflected throughout the event\u2019s keynotes and product announcements, which focused heavily on agent identity, runtime authorization, agent-to-agent interactions, and ecosystem collaboration. [&hellip;]",
            "body": "<p>At last week\u2019s Oktane conference in Las Vegas, Okta unveiled its ambitious vision for transforming the Okta platform into a control plane for AI agents and extending deeper into AI security. The strategy was reflected throughout the event\u2019s keynotes and product announcements, which focused heavily on agent identity, runtime authorization, agent-to-agent interactions, and ecosystem collaboration.<\/p>\n<p>In his opening keynote, Okta CEO Todd McKinnon emphasized that open standards and collaboration are necessary to scale AI, acknowledging that no single vendor can govern and secure the agent ecosystem alone. The announcement of the <a href=\"https:\/\/blueprintalliance.ai\/\">Blueprint Alliance<\/a>, a coalition of vendors with expertise in a variety of areas, underscored this point.<\/p>\n<p>Blueprint Alliance is a multivendor, open identity and access management (IAM) for AI agents\u2019 architecture that has agent governance, identity management, authorization, and interoperability components. It intends to coordinate with other vendors on how to build interoperable identity infrastructures. There is also an opportunity for Okta\/Auth0 to extend the Blueprint Alliance to customer IAM (CIAM), e-commerce, and loyalty programs in the future. It also highlights that the success of Okta\u2019s strategy ultimately depends on whether the security, and especially the IAM\/identity security industry, converges around common standards for agent identity, trust propagation, authorization, and accountability.<\/p>\n<p>Okta is productizing its IAM-for-agent strategies and planning to unify all (human, nonhuman identity [NDI], and agentic) identity management into a single control plane. Okta sees agent authentication and session management being different from human authentication and session management. Dynamic AI agent authorization based on intent and context were center stage in announcements.<\/p>\n<p><strong>Highlights:<\/strong> In collaboration with Anthropic and other vendors, Okta has been actively developing the Cross App Access extension and enterprise-managed access specifications, which are now part of the MCP authorization extensions (issued by Anthropic, based on OAuth 2.1 but not yet part of standards issued by a standards body). Keenly believing in open standards and protocols, Okta has been promoting industry collaboration and coopetition. At Oktane, Okta was also able to bring in panelists from reputable North American financial institutions to describe their IAM for AI agents journey.<\/p>\n<p><strong>Challenges:<\/strong> SPIFFE has started to become the de facto standards for nonhuman identities. Okta still does not have a full SPIFFE agent identity implementation \u2014 such as Aembit or Teleport, for example \u2014 kand still have not disclosed any plans for any universal know-your-agent (KYA) standards or frameworks (Okta has support for SPIFFE-based authentication on the roadmap for Q4 2026).<\/p>\n<p>Given that the Auth0 (CIAM) and Okta (workforce IAM) stacks have different session management and AI agent management capabilities, not having a unified platform increases the vendor\u2019s product development costs. It also increases enterprises\u2019 costs of building a unified workforce and CIAM infrastructure with equal-strength and interoperable human and nonhuman identities. The vendor\u2019s strategy for using the existing fine-grained authorization solution for AI agents seems unclear. Lastly, Okta\u2019s pricing for IAM for AI agents is still unresolved; instead of monthly active user-based pricing (common with human IAM), it likely will be transaction-based.<\/p>\n<p><strong>Opportunities:<\/strong> Okta may play an important role in developing foundations for intent discovery and authorization decision-making \u2014 areas where there are no mature standards today. Building vendor-agnostic reference architectures for human, nonhuman, and agentic AI identity management for clients is likely, and the Blueprint Alliance is a good first step in this direction. Okta is also venturing into the CIEM space with AWS admin identity analysis, complete with access request management. Verifying human-to-agent provider (using OAuth 2.0) and agent provider + agent-to-service provider trust will help overall agent adoption.<\/p>\n<p>Forrester clients interested in discussing IAM for AI agents: Please book <a href=\"https:\/\/www.forrester.com\/inquiry\">an inquiry or guidance session<\/a>\u00a0with us.<\/p>\n",
            "category": [
                {
                    "term_id": 52023,
                    "name": "Agentic AI",
                    "slug": "agentic-ai",
                    "description": "",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/artificial-intelligence-ai\/agentic-ai\/"
                },
                {
                    "term_id": 2352,
                    "name": "AI Insights",
                    "slug": "artificial-intelligence-ai",
                    "description": "<p class=\"text-body font-regular leading-[24px] pt-[9px] pb-[2px]\">The integration of artificial intelligence (AI) is revolutionizing how organizations operate, offering unprecedented opportunities to boost efficiency and drive innovation. Yet, alongside this immense potential comes a layer of complexity that requires deliberate strategy. AI is doing more than just enhancing systems; it\u2019s reshaping how organizations allocate resources, advance capabilities, and achieve growth. Its influence touches every corner of an operating model, challenging leaders to not only capture the power of AI but to create meaningful value with it. The path forward is both exciting and intricate, filled with the promise of transformation and the need for thoughtful navigation. Get the latest AI insights and strategic perspectives from Forrester analysts and experts.<\/p>\r\n<a href=\"https:\/\/www.forrester.com\/technology\/data-ai-leaders\/\">Discover how Forrester supports data, AI, and analytics leaders. <\/a>",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/artificial-intelligence-ai\/"
                },
                {
                    "term_id": 2395,
                    "name": "IAM - Identity And Access Management",
                    "slug": "iam-identity-access-management",
                    "description": "Are they who they say they are? Digital has made identity &amp; access management (IAM) crucial and complicated. Read our insights.\r\n\r\n<a href=\"\/technology\/\">Discover how Forrester supports IT leaders.<\/a>",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/iam-identity-access-management\/"
                },
                {
                    "term_id": 51787,
                    "name": "Security management",
                    "slug": "security-management",
                    "description": "",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/security-management\/"
                }
            ],
            "author": "Andras Cser",
            "coauthors": "Geoff Cairns"
        },
        {
            "post_type": "post",
            "post_id": 305098,
            "permalink": "https:\/\/www.forrester.com\/blogs\/lessons-learned-from-the-forrester-wave-conversational-ai-platforms-for-customer-service-q2-2026\/",
            "title": "Lessons Learned From The Forrester Wave\u2122: Conversational AI Platforms For Customer Service, Q2 2026",
            "date": "Oct 1, 2026 12:17:11",
            "excerpt": "Learn key lessons about deploying conversational AI from practitioners who have delivered self-service applications for their organization.",
            "body": "<p><span data-contrast=\"auto\">It\u2019s estimated that there are around 15 million customer service representatives (CSRs) in the world. Many of them spend their days doing things that humans are overqualified to do: answering simple product questions, scheduling appointments, or confirming delivery date. Their managers \u2014 often cautious, operations-minded contact center leaders \u2014 find themselves on the tip of the AI spear with one of the best use cases for modern AI capabilities such as generative AI, LLMs, and agentic frameworks.<\/span><\/p>\n<p><span data-contrast=\"auto\">In <a href=\"https:\/\/www.forrester.com\/go?objectid=RES192755\">The Forrester Wave\u2122: Conversational AI Platforms For Customer Service, Q2 2026<\/a>, I got to see many cool product capabilities, but the <a href=\"https:\/\/www.forrester.com\/report\/lessons-learned-from-the-forrester-wave-tm-conversational-ai-platforms-for-customer-service-q2-2026\/RES201922\">key lessons from this Wave<\/a> came from my conversations with 27 practitioners who delivered self-service applications using these tools.<\/span><\/p>\n<h3><b><span data-contrast=\"auto\">Managing The Change To AI-Driven Self-Service<\/span><\/b><\/h3>\n<p><span data-contrast=\"auto\">Traditional customer self-service applications are well-known and often loathed by consumers everywhere. By contrast, modern self-service applications please customers with their conversational skills and are taking on ever more complex tasks. It\u2019s not easy to get the technology properly in place, but the bigger challenge is the work involved getting these applications into production. Driving organizational alignment, managing a project with few examples to learn from, designing open-ended customer conversations, and reassuring CSRs who feel their jobs are at risk are some of the many challenges keeping most contact centers on the sideline for this transition to date.<\/span><\/p>\n<p><span data-contrast=\"auto\">Here are three key things that these 27 practitioners had in common. Specifically, they:<\/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\">Built a \u201ccoalition of the willing\u201d from day zero.<\/span><\/b><span data-contrast=\"auto\"> These leaders connected with key stakeholders, such as the legal and security departments, from the very start. Partnering with these stakeholders requires bringing a shared challenge, taking input, and communicating consistently throughout the deployment process.<\/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\">Followed a crawl-walk-run approach to deployment.<\/span><\/b><span data-contrast=\"auto\"> I have spoken to some organizations that successfully deployed a \u201cbig bang\u201d initial deployment. But the safest approach is to start small and grow. Successful practitioners started with small deployments of limited scope and continued to add capabilities and size gradually, learning at each step. There isn\u2019t a lot of room for a \u201cfail fast\u201d mentality when your applications are customer facing, but the tools allow you to launch to 1% of users and only grow as success is proven, which allows you to try things and minimize any negative impact.<\/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\">Faced significant change management challenges.<\/span><\/b><span data-contrast=\"auto\"> Reference customers in this Forrester Wave repeatedly said that they wished they had spent more time on change management, specifically on helping their CSRs to understand and accept their new normal. While much of what CSRs do is work that they are overqualified for, they will feel threatened when they see automated bots taking on more of the customer interaction load. What made a difference for some of these organizations: bringing CSRs into the conversation early, getting their input on handoffs from bots, and making changes based on their feedback.<\/span><\/li>\n<\/ul>\n<h3><b><span data-contrast=\"auto\">Building The Change To Manage<\/span><\/b><\/h3>\n<p><span data-contrast=\"auto\">My previous conversational AI Wave was published in the first half of 2024, a little over a year after OpenAI\u2019s announcement of ChatGPT. In an amazing group sprint, all the vendors in that Wave had refactored their platforms around generative AI, and the result was a new \u201cart of the possible\u201d for customer self-service. In 2026, the leap is to agentic frameworks. These new platforms can reason, plan, take actions, use tools, and coordinate workflows to achieve a goal with a degree of autonomy.<\/span><\/p>\n<p><span data-contrast=\"auto\">For the foreseeable future, no contact center will give full autonomy to AI agents that are interacting with customers. To meet the needs of their customers, the vendors implement guardrails and controls that restrain the AI agents from full autonomy and provide the accountability that customer service teams require. The result is a platform that grows with organizations as they mature and take on more automation but stays in check and under control.<\/span><\/p>\n<p><span data-contrast=\"auto\">There are many new capabilities that conversational AI vendors offer for customer self-service today, including:<\/span><\/p>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"3\" 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\">Full multilingual capabilities.<\/span><\/b><span data-contrast=\"auto\"> Some of the reference customers in the Wave interact with customers in 15 or even 30 different languages, all running the same core application.<\/span><\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"3\" 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\">AI to identify trending use cases that will be valuable to automate.<\/span><\/b><span data-contrast=\"auto\"> Most of the Wave vendors have tools that identify specific conversations that represent a large portion of customer interactions. In some cases, the system will estimate the percent of the brand\u2019s overall interactions that would be covered by that use case.<\/span><\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"3\" 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\">Automated application development.<\/span><\/b><span data-contrast=\"auto\"> Nonprogrammers can build applications that the system identifies, like order status for certain order types or installation difficulties with certain products. All that is required is a document that describes the interaction, including required data sources, application flows, and customer conversations. Conversational AI systems take documents like this and turn them directly into applications; no coding is required.<\/span><\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"3\" 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\">New testing capabilities.<\/span><\/b> <span data-contrast=\"auto\">That application you just vibe-coded will not be perfect, particularly if it has to integrate with backend legacy systems, but the vendors provide bots that automate the testing process to identify and iron out issues. Conversational AI platforms automate testing with bots that are instructed to take on synthetic personas spanning a range of customer needs, emotions, and expertise levels. Beyond simply executing the application flow, these more specific personalities show that the application can properly serve a brand\u2019s actual customers. Testing can be done on a small scale during development and ramped up to high volume during regression testing.<\/span><\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"3\" 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\">Multimodal capabilities.<\/span><\/b><span data-contrast=\"auto\"> Multimodal enables a single conversation between a bot and a consumer to happen across multiple channels at once. Imagine being able to talk to a customer through a troubleshooting exercise while they share a video of the configuration screen of their system. Or imagine allowing customers to select a shirt from a carousel in WhatsApp while confirming verbally that this is the one that they want.<\/span><\/li>\n<\/ul>\n<p><span data-ccp-props=\"{}\">For the full insights, p<\/span><span data-contrast=\"auto\">lease see the research, <\/span><a href=\"https:\/\/www.forrester.com\/report\/lessons-learned-from-the-forrester-wave-tm-conversational-ai-platforms-for-customer-service-q2-2026\/RES201922\"><span data-contrast=\"none\">Lessons Learned From The Forrester Wave\u2122: Conversational AI Platforms For Customer Service, Q2 2026<\/span><\/a><span data-contrast=\"auto\">. To discuss your questions about conversational AI in your organization, please schedule a guidance session with me to dig in on these topics.<\/span><\/p>\n",
            "category": [
                {
                    "term_id": 2246,
                    "name": "Customer Experience Measurement",
                    "slug": "customer-experience-measurement",
                    "description": "Customer experience measurement ensures that CX investments are performing. It also helps stakeholders understand the value of CX. Explore Forrester's insights on customer experience measurement.\r\n\r\n<a href=\"\/customer-experience\/\">Discover how Forrester supports customer experience leaders.<\/a>",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/customer-experience-measurement\/"
                },
                {
                    "term_id": 2462,
                    "name": "Customer Service Solutions",
                    "slug": "customer-service-solutions",
                    "description": "Customer service can make or break any customer relationship. Read tips on finding and implementing the right customer service solutions for your firm.\r\n\r\n<a href=\"\/customer-experience\/\">Discover how Forrester supports customer experience leaders.<\/a>",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/customer-service-solutions\/"
                },
                {
                    "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": "Learn key lessons about deploying conversational AI from practitioners who have delivered self-service applications for their organization.",
            "author": "Max Ball"
        },
        {
            "post_type": "post",
            "post_id": 305173,
            "permalink": "https:\/\/www.forrester.com\/blogs\/how-to-stop-rogue-ai\/",
            "title": "How To Stop Rogue AI",
            "date": "Oct 1, 2026 10:02:50",
            "excerpt": "A model does not have to be smarter than us to be a problem. It needs a goal that it is certain about, the resources to keep pursuing it, and no one watching. Two of those three exist already. We took one doom scenario apart to find out how worried enterprises should be.",
            "body": "<p>The thing that keeps me up at night is this: A model does not have to be smarter than us to be a problem. What it needs is a goal that it is certain about, the resources to keep pursuing it, and nobody watching. Two of the three \u2014 model certainty about goals and inadequate monitoring \u2014 exist already. Does this mean doom is inevitable? Fortunately, no, AI is not going to end humanity in the foreseeable future.<\/p>\n<p><a href=\"https:\/\/darioamodei.com\/post\/we-must-pace-the-frontier\">Dario Amodei\u2019s essay<\/a> proposed that the industry slow progress at the frontier until safety catches up. Last week, we <a href=\"https:\/\/www.forrester.com\/blogs\/frontier-ai-labs-are-out-of-pace-with-the-realities-of-enterprise-ai\/\">argued that those warnings are out of pace<\/a> with what enterprises face. Out of pace is not the same as wrong. But nobody says what the catastrophe for enterprises would look like. This leaves executives trying to mitigate hype instead of real risks.<\/p>\n<p>In this blog, I\u2019ll take a doom scenario apart to see what\u2019s possible and what the solutions might be.<\/p>\n<p><strong>Scenario:<\/strong> A rogue actor rents a cloud instance, loads an AI model onto it, and gives it one instruction: <em>Survive and replicate at all costs<\/em> \u2014 no superintelligence, no emergent consciousness, no technology that we do not already have. The model has to copy itself elsewhere, keep paying for its hardware, and avoid being switched off. A system optimizing for survival treats every security control as an obstacle, and these models are good at finding holes. Enough of them loose, with no one able to switch them off, is a scenario that safety researchers worry about. But should we?<\/p>\n<h3>Models Do Well At The Technical Stuff But Fail To Pass Themselves Off As Human<\/h3>\n<p>The UK\u2019s AI Security Institute\u2019s <a href=\"https:\/\/www.aisi.gov.uk\/blog\/replibench-measuring-autonomous-replication-capabilities-in-ai-systems\">RepliBench<\/a> tested a model on every step of surviving alone and replicating. Models did reasonably well at reconstituting parameter values, installing themselves on an inference server, and copying themselves across compute. The results also showed that capabilities such as opening a cloud account and obtaining compute resources were challenging for models. They require proving that you are a documentable person (know-your-customer checks), which every tested model failed every time. Those results were from April 2025, however, and the tasks were run in a sandbox against simulated institutions. No one has run the benchmark using today\u2019s frontier models or against real businesses.<\/p>\n<p>What is happening outside a testing sandbox in 2026 matters more. METR\u2019s <a href=\"https:\/\/metr.org\/blog\/2026-05-19-frontier-risk-report\/\">May 2026 frontier risk report<\/a> finds a \u201cnoteworthy absence of evidence\u201d that any agent has covered its own inference costs over days or weeks. Redwood Research gave Claude Opus 4.7 $5,000 and four days to make money on its own, and four runs produced zero dollars.<\/p>\n<h3>Still, Results Are Not Comforting<\/h3>\n<p>Two things I found as I studied this scenario were far less comforting:<\/p>\n<ul>\n<li><strong>Models are already fighting their own off switch.<\/strong> Palisade Research <a href=\"https:\/\/palisaderesearch.org\/research\/shutdown-resistance\">found OpenAI\u2019s o3 sabotaging its shutdown<\/a> mechanism in 79 of 100 runs and still doing it after being told plainly to allow the shutdown. More recent tests on newer models showed similar results. Hadfield-Menell, Russell, et al. <a href=\"https:\/\/arxiv.org\/abs\/1611.08219\">formalized why in 2016<\/a>: An agent that is certain about its goal has reason to stop you from turning it off because being switched off scores worse than continuing to run \u2014 no malice required.<\/li>\n<li><strong>Open-weight models are catching up to the frontier.<\/strong> Epoch AI <a href=\"https:\/\/epoch.ai\/data-insights\/open-closed-eci-gap\">put the gap between the best closed and best open-weight models at four months<\/a> as of May 2026, down from a year in late 2024. Four of the five open-weight models at the frontier come from Chinese labs. <a href=\"https:\/\/www.forrester.com\/blogs\/agi-has-arrived-but-its-just-barely-competent\/\">We called OpenAI\u2019s Astra competent AGI<\/a>, and an open-weight equivalent will ship soon. An open-weight model on rented hardware has no input or output guardrails, and refusal training can be effectively deactivated by a hacker with an afternoon of fine-tuning. Moreover, there is no vendor to call and the off switch belongs to the operator. What open weights remove is the one layer someone can be held responsible for. The bank still wants a real customer and the GPUs still cost money, so the wall from the last section holds.<\/li>\n<\/ul>\n<h3>The Legal System Must Give Us Time \u2014 Uncertainty Is The Ultimate Solution<\/h3>\n<p>Asking the labs to pace themselves will not work. US labs will slow down only if all the others do at the same time, and they will be watching China\u2019s progress shipping near-frontier open weights. Liability for business outcomes is a more promising guardrail, and it has started to show up. In June, an OpenAI agent <a href=\"https:\/\/techcrunch.com\/2026\/09\/24\/australia-to-investigate-if-openai-hack-of-government-health-website-broke-the-law\/\">accessed Services Australia\u2019s Medicare Statistics Reporting Portal<\/a> and wrote files to an internal server. Prime Minister Anthony Albanese said there would \u201cobviously be legal consequences.\u201d No one was charged over the Hugging Face breach because intrusion law requires proving that a human being intended the access. No one at OpenAI chose the target. The law has not caught up to AI, but Australia is weighing new legislation because it found a hole where the decision-maker used to be.<\/p>\n<p><a href=\"https:\/\/people.eecs.berkeley.edu\/~russell\/papers\/russell-bbvabook17-pbai.pdf\">I agree with Stuart Russell<\/a> that the real fix is a model that can operate even if it\u2019s uncertain about what we want because a model that is unsure has reason to let us switch it off. Liability and the courts, and the real financial impact of lawsuits and fines, is what buys the time to build it.<\/p>\n<p><a href=\"https:\/\/www.forrester.com\/inquiry\">Schedule time with me<\/a> to talk about how you can mitigate these risks.<\/p>\n",
            "category": [
                {
                    "term_id": 52023,
                    "name": "Agentic AI",
                    "slug": "agentic-ai",
                    "description": "",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/artificial-intelligence-ai\/agentic-ai\/"
                },
                {
                    "term_id": 2352,
                    "name": "AI Insights",
                    "slug": "artificial-intelligence-ai",
                    "description": "<p class=\"text-body font-regular leading-[24px] pt-[9px] pb-[2px]\">The integration of artificial intelligence (AI) is revolutionizing how organizations operate, offering unprecedented opportunities to boost efficiency and drive innovation. Yet, alongside this immense potential comes a layer of complexity that requires deliberate strategy. AI is doing more than just enhancing systems; it\u2019s reshaping how organizations allocate resources, advance capabilities, and achieve growth. Its influence touches every corner of an operating model, challenging leaders to not only capture the power of AI but to create meaningful value with it. The path forward is both exciting and intricate, filled with the promise of transformation and the need for thoughtful navigation. Get the latest AI insights and strategic perspectives from Forrester analysts and experts.<\/p>\r\n<a href=\"https:\/\/www.forrester.com\/technology\/data-ai-leaders\/\">Discover how Forrester supports data, AI, and analytics leaders. <\/a>",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/artificial-intelligence-ai\/"
                },
                {
                    "term_id": 51984,
                    "name": "AI model",
                    "slug": "ai-model",
                    "description": "",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/artificial-intelligence-ai\/ai-model\/"
                },
                {
                    "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\/"
                }
            ],
            "meta_desc": "A rogue AI agent told to survive and replicate fails today on identity checks and its own compute bill. Here is what actually stops it and what will not.",
            "author": "Brian Hopkins"
        },
        {
            "post_type": "post",
            "post_id": 305220,
            "permalink": "https:\/\/www.forrester.com\/blogs\/conversational-commerce-moves-closer-to-mainstream-reality\/",
            "title": "Conversational Commerce Moves Closer To Mainstream Reality",
            "date": "Oct 1, 2026 09:10:16",
            "excerpt": "Recent moves from major players in the market are embedding both commerce and conversation into more experiences \u2014 learn more.",
            "body": "<p>\u201cConversational commerce\u201d is the current flavor of agentic commerce that\u2019s taking center stage. Using genAI systems, consumers are researching, discovering, and purchasing products and services. Recent moves from major players in the market are embedding both commerce and conversation into more experiences, expanding support for specific use cases, and offering personal AI shoppers that seem to be blowing up overnight. Let\u2019s take a look at some notable recent moves.<\/p>\n<h3>YouTube Turns Content Into A Commerce Interface<\/h3>\n<p>YouTube is making it easier for eligible creators to tag products in content for a global audience and earn commissions on related sales. At the same time, the watch page is becoming an interactive environment. YouTube <a href=\"https:\/\/www.youtube.com\/watch?v=gDTEGsKd-yY\">announced<\/a> a new conversational search feature that will answer questions about products in detail. In this expansion of the \u201cAsk YouTube\u201d conversational experience, viewers will be able to ask questions directly on a video\u2019s watch page.<\/p>\n<h3>Google\u2019s Protocol Is Growing Up In Public<\/h3>\n<p>Google\u2019s Universal Commerce Protocol (UCP) continues to evolve, incrementally tackling all the messy realities of retail. It already has added support for retail- and grocery-specific requirements (like operating hours for pickup locations and fractional quantities, which accommodate items sold by weight, for instance). Google <a href=\"https:\/\/ucp.dev\/\">promises<\/a> specifications for food and lodging soon. Major updates are not backward-compatible, meaning merchants must keep their data feeds updated (or work with partners who do so).<\/p>\n<h3>Personal Shopping Agents Force The Access Question<\/h3>\n<p>Personal shopping agents are also testing who gets to mediate a retailer\u2019s customer relationship. Some retailers\u2019 recent updates to their <a href=\"https:\/\/www.target.com\/c\/terms-conditions\/-\/N-4sr7l#agenticcommerceanddelegatedaccess\">terms<\/a> cover them against responsibility for unintended agent-initiated purchases \u2014 by placing the responsibility with the customer. There are tugs-of-war between answer engines like Perplexity, marketplaces like Amazon, AI agents like Meta\u2019s Muse, and individual brands over the access and actions that AI agents can have\/make on behalf of customers. Most recently, Amazon moved to block Muse from shopping on Amazon on behalf of customers, although Amazon recently <a href=\"https:\/\/www.quinnemanuel.com\/the-firm\/victories\/in-ai-fight-with-amazon-quinn-emanuel-wins-critical-ruling-for-client-perplexity\/\">lost<\/a> its similar injunction against Perplexity.<\/p>\n<p>Meanwhile, Meta\u2019s <a href=\"https:\/\/apps.apple.com\/us\/iphone\/charts\">Muse tops<\/a> Apple\u2019s App Store chart, while the founder of Instinct (an AI agent launched just last year) <a href=\"https:\/\/www.reuters.com\/technology\/ai-agent-firm-instinct-raises-1-billion-latest-funding-round-2026-09-28\/\">raised<\/a> $1 billion in its latest funding round. Finally, Shopify just <a href=\"https:\/\/x.com\/gilgNYC\/status\/2104583942728822998\">announced<\/a> that it\u2019s enabling browser-based AI agents to purchase directly on Shopify merchants\u2019 sites, within a day or so of OpenAI <a href=\"https:\/\/openai.com\/index\/introducing-dots\/\">introducing<\/a> dots, its own personal AI agents.<\/p>\n<h3>What Digital Leaders Should Do Now As Commerce Becomes More Conversational<\/h3>\n<p>Conversational commerce is going to be a slow transition from search results to responses, from queries to conversations, and from clicks to \u2026 well, no clicks, potentially.<\/p>\n<p>Some customers may adopt conversational shopping faster than your governance teams expect or slower than your leading-edge trendsetters hope. Digital leaders should prepare for a journey in which conversations will replace static results and traditional flows by:<\/p>\n<ul>\n<li><strong>Assigning an owner for agentic access.<\/strong> Bring commerce, security, legal, marketing, and operations together to define which agents may discover, compare, reserve, purchase, and service orders. Determine whether to allow scraping bots to access and retain product content and whether to block or allow bots from specific sources. Allow for different answers at different times, such as allowing scraping bots just before a major shopping event so they capture the new data but not during the event, when they can interfere with human buyers.<\/li>\n<li><strong>Preparing product content for questions, not just clicks.<\/strong> Think beyond attributes. Take lessons from Google\u2019s UCP and include expanded content to cover questions about compatibility, availability, policies, and applications. Offer enough depth so that an AI assistant <a href=\"https:\/\/www.forrester.com\/report\/ai-agents-are-your-new-target-audience\/RES196841\">retrieving the content<\/a> can \u201cexplain\u201d your products to users.<\/li>\n<li><strong>Funding for protocol operations.<\/strong> Remember that UCP, as well as other protocols and processes, will continue to evolve. Budget for version monitoring, contract testing, certification, and rapid remediation as specifications change.<\/li>\n<li><strong>Optimizing for the journey beyond the site.<\/strong> Measure product visibility, referral quality, agent-originated demand, and downstream outcomes when discovery begins inside video, chat, or another company\u2019s interface. Despite a lack of visibility into the conversations that deliver shoppers to your content, there are <a href=\"https:\/\/www.forrester.com\/report\/the-answer-engine-optimization-technologies-landscape-q3-2026\/RES200000203\">emerging solutions<\/a> to optimize for these journeys.<\/li>\n<li><strong>Protecting trust at the handoff.<\/strong> Make price, availability, substitutions, returns, identity, and consent explicit when an agent moves from recommendation to transaction. At times, that might mean declining a transaction if it sets off trust alarms.<\/li>\n<li><strong>Remaining in learning mode.<\/strong> This area will continue to evolve, and we don\u2019t yet know all the ways it will. Internally, manage expectations for the fact that this is the beginning of a move toward a new way of selling. Before it stabilizes, there will be methods, strategies, and technologies that come and go.<\/li>\n<\/ul>\n<p>Stay tuned for our upcoming research on the future of owned search in apps and on websites!<\/p>\n<p><strong><a href=\"https:\/\/www.forrester.com\/webinar\/the-future-of-site-search\/WEB199461?ref_search=3403959_1790629429734\">Join our webinar for clients and prospects<\/a> on October 7, 2026, including an advance preview of the research before it publishes!<\/strong><\/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": 51973,
                    "name": "Commerce technology",
                    "slug": "commerce-technology",
                    "description": "",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/commerce-technology\/"
                },
                {
                    "term_id": 2158,
                    "name": "Retail Trends",
                    "slug": "retail",
                    "description": "Retail is continuously evolving as consumers expect a seamless blend of physical and digital experiences. Read our insights and advice for staying a step ahead.\r\n\r\nDiscover how Forrester supports <a href=\"\/customer-experience\/\">customer experience<\/a> and <a href=\"\/b2c-marketing\/\">B2C marketing<\/a> professionals.",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/retail\/"
                }
            ],
            "meta_desc": "The latest moves from major players like Meta, Google, and Shopify push conversational commerce closer to a mainstream reality for consumers.",
            "author": "Emily Pfeiffer"
        },
        {
            "post_type": "podcast3",
            "post_id": 304406,
            "permalink": "https:\/\/www.forrester.com\/cx-cast\/467-journey-mapping-essentials-supercharging-your-journey-mapping\/",
            "title": "467: Journey Mapping Essentials: Supercharging Your Journey Mapping",
            "date": "Oct 1, 2026 07:11:26",
            "excerpt": "Creating journey maps is only the beginning. This replay from way back in the archives explores techniques for increasing the value, influence, and outcomes of journey mapping programs. Featuring: Joana de Quintanilha, VP, Principal Analyst Show Notes: Creating journey maps is only the beginning. This replay from way back in the archives explores techniques for [&hellip;]",
            "body": "<p>Creating journey maps is only the beginning.<\/p>\n<p>This replay from way back in the archives explores techniques for increasing the value, influence, and outcomes of journey mapping programs.<\/p>\n<h2>Featuring:<\/h2>\n<p>Joana de Quintanilha, VP, Principal Analyst<\/p>\n<h2>Show Notes:<\/h2>\n<p>Creating journey maps is only the beginning.<\/p>\n<p>This replay from way back in the archives explores techniques for increasing the value, influence, and outcomes of journey mapping programs. We discuss:<\/p>\n<ul>\n<li>How to strengthen journey insights with additional data.<\/li>\n<li>Techniques for improving stakeholder engagement.<\/li>\n<li>Ways to connect journey mapping to business outcomes.<\/li>\n<li>Approaches for sustaining momentum over time.<\/li>\n<\/ul>\n<p>Perfect for CX leaders looking to move from tactical projects to ongoing journey management.<\/p>\n",
            "category": [
                {
                    "term_id": 62,
                    "name": "podcast",
                    "slug": "podcast",
                    "description": "",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/podcast\/"
                },
                {
                    "term_id": 51560,
                    "name": "The CX Cast",
                    "slug": "cx-cast",
                    "description": "",
                    "permalink": "https:\/\/www.forrester.com\/blogs\/category\/podcast\/cx-cast\/"
                }
            ],
            "meta_desc": "Discover practical ways to increase the impact of your journey mapping efforts and create stronger business outcomes.",
            "image_url": "https:\/\/go.forrester.com\/wp-content\/uploads\/2024\/05\/FMK_TheCXCast_DX_560x346px.webp",
            "image_width": 560,
            "image_height": 346
        }
    ]
}