Unleash The Potential Of Generative AI

Explore our latest insights and guidance to help business and technology leaders separate hype from reality — and understand how to get value from generative AI.

Featured Insight


How Will Generative AI Change Business?

Generative AI is everywhere lately, but what will its real impact be on the enterprise? In this episode, Analyst Rowan Curran separates the hype from reality.
generative AI podcast

Technology, Security & Risk


Generative AI TuringBots Win Again In Forrester’s Top 10 Emerging Technologies

Not only are TuringBots again in Forrester’s The Top 10 Emerging Technologies report, but they are expected to deliver ROI much earlier than predicted. Find out why.

Join Me In Austin To Get Powered And Empowered For Technology-Driven Growth

Growth is the number one priority for CEOs and most c-suite executives. Technology is a powerful driver of growth – if the company fully harnesses its technology assets and operations. CIOs and the technology organization play a critical role in three growth vectors. Working in partnership with marketing, sales, and business leaders, it’s your responsibility […]

When The Regulator Comes Knocking, Will You Have Your AI House In Order?

The US Federal Trade Commission is officially investigating OpenAI. Learn how you can mitigate your risk exposure by addressing the eight areas of interest outlined in the FTC request.

The Next Generation Of Modern Software Development Is Here: Embrace It Or Die

TuringBots are among Forrester’s top 10 emerging technologies for 2023 that will impact technology choices now and in the next few years.

Generative AI Will Supercharge The Green Market Revolution

The advent of generative AI brings immense potential for the technology to aid in areas of environmental sustainability efforts. This incudes measurement and reporting, research and revolution, and design and manufacturing, among others. Find out the details in this blog.

Harness The Power Of AI For Good

What are four of the most impactful uses of AI in recent years? Find out in this AI Appreciation Day blog.

KPMG Bets Big On Generative AI-Fueled Productivity

KPMG makes a clear statement on how it expects generative AI to improve its business and how much it plans to invest in it.

Integrate Generative AI Into Your SDLC

Join us for an on-demand webinar to explore the impact of generative AI on development and testing – and how TuringBots fit into the SDLC mix.


Generative AI Dominates The Top 10 Emerging Technologies Of 2023

Generative AI tops this year's list of 10 emerging technologies — but maybe not for the reasons you think. Find out why.

B2C Marketing, Digital & CX


Half Of Generative AI Users Are Indiscriminate About Data Use

Despite the risks, over half of US online adults who have used generative AI said they are “fine” with using ChatGPT to analyze data from their company, while 45% have no issues with prompting ChatGPT using their personal information.

Generative AI Can Help Design Now — And It’s Just The Beginning

Generative AI will transform design — and not merely by creating images, which are just the visible tip of the design iceberg, but by assisting with designing products and interactions, improving user research, and more.

Generative AI Has Answers, But SEO Practitioners Are Still Guessing

We tackle two of the most common questions we're hearing about generative AI's potential impact on search engine optimization.

Generative AI Needs Design And Will Transform It

Forrester VP and Principal Analyst David Truog brings his expertise in emerging technologies to the CX Cast, discussing the current state of generative AI and its relationship to design.


Q2 2023: These Five Priorities Are Most Critical To B2C CMOs

We asked US-based B2C CMOs what's top of mind for the back half of 2023. Here's what we learned.

Generative AI Revolutionizes Marketing Creativity

Lean into generative AI to make marketing smarter, production faster, and creators more inspired.

The Age Of Agents? How GenAI And Digital Agents Could Rewrite The Rules Of Digital Strategy

Today’s winning digital strategies could be rendered meaningless by digital agents such as AgentGPT. Read this blog to learn why.

Generative AI! ChatGPT! Hold Up — Don’t Forget People And Process

It’s easy to be dazzled by new ways to solve old problems. But technology still must play a supporting, not leading, role in enabling consumer experiences and marketing execution.

B2B Marketing, Sales & Product


Frontline Marketing “Innovation Coalition” Key To Generative AI Success For B2B Marketers

Frontline B2B marketing functions such as demand and ABM may be more intensely impacted than others by generative AI. Learn how these teams can take charge.

CMOs: Is Generative AI On Your Mind?

I do not have to convince anyone today that generative AI (genAI) technology is a huge trend and a potentially massive disruption to the way work gets done. You know something is incredibly popular when your next-door neighbor stops you outside your door and starts talking about the out-of-the-world benefits (or their fears) of the […]

Can Generative AI Save Journalism?

News organizations were early AI adopters. How AI evolves in journalism may hold lessons for other content-rich industries.

One Destination, Many Paths: The Content Engagement Solutions Landscape

B2B marketers spend ample time seeking better ways to engage their audiences, convert them to buyers, and retain them as customers. While content is central to engagement, audience expectations for contextually relevant, personalized content know no limits. To get content right, technology is key, but there are many paths to the ideal content destination. In […]

Two Generative AI Experiments For Portfolio Marketers Building B2B Messaging

Generative AI has the potential to impact B2B messaging for the better. It can help craft messages based on buyers’ needs, but this requires experimentation and iteration. This blog post highlights two areas where portfolio marketers should explore using generative AI in their messaging process.

Is Your Digital Shelf Ready For Primetime?

The Product Information Management Systems Landscape, Q2 2023 reveals that that 1) an explosion of channels is forcing enterprises to syndicate accurate product information, 2) lasting business impact needs a flexible data model and change management, and 3) AI capabilities can substantially reduce time to market and increase operational efficiencies.

Portfolio Marketers: Will You Make Generative AI Your Superpower?

Check out this guidance for portfolio marketers on how to best leverage generative AI, whether you’re just starting out, looking for best practices, or investigating new use cases.

AI And B2B Marketing: Three Opportunities And Challenges To Ponder

In the most promising areas of AI impact in B2B marketing, prudence, too, is advised as marketers explore use cases.

Employee Experience


Modern Work Complexity Requires A Modern Collaboration Model

Effective collaboration is harder than ever. You read that right: Despite all the advances in collaboration technologies in recent years, the complexities of enabling successful collaboration continue to mount. Our new report helps clients contend with these escalating challenges. Consider just two of the major forces reshaping collaboration in real time: Hybrid work is introducing […]

Why I’m Not Writing About Generative AI

Be a leader that can lead this technology cycle as well as the next one by having the leadership chops that work for any technology wave.

The Four M’s Of Strategic Workplace AI

Learn how to incorporate AI more quickly and effectively by using the four M's of workplace AI strategy: multiplier, magic, mistakes, and mayhem.

Government Leaders: Generative AI Is Your Use Case For Culture Change

New AI tools offer managers in government ways to safely encourage experimentation in daily work tasks, benefitting overall cultural energy.

The Robots Are Not Coming — They Are Already Here: The Future Of Physical Automation Will Be People-Driven

Physical automation is sneaking into many workplaces and customer experiences. Learn more about the trends that will drive adoption of 10 critical physical automation categories.

Autonomous Workplace Assistants Get A Boost From Generative AI

Learn how the emerging technology of generative AI could change autonomous workplace assistants.

The Edge Of The Age Of AI

Old AI is to generative AI as Yahoo! is to Google. And it's poised to change every job, dramatically altering the future of work.

Generative AI Is Coming To Coaching, Ready Or Not

AI could eventually scale the power of coaching deeper into the organization. But it's a long way from that today.

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