Over the past three years, ChatGPT was the catalyst for genAI adoption. It became the face of consumer genAI usage. It is still the most popular tool among genAI users, followed by Google’s Gemini and well ahead of Meta AI or Microsoft Copilot. Personal use cases currently trump professional ones. GenAI Is Poised To Grow […]

AI usage has increased in the past 12 months. Of those who have used generative AI (genAI), one in five online adults use it on a daily basis. This represents a paradigm shift in how people access knowledge, given a majority of consumers now consider it as the new “answer engine.” And contrary to popular belief, personal AI usage trumps professional AI usage. The result? A deeper “intimacy” with AI tools — where consumers see them as confidants. This report helps B2C marketers, CX professionals, and digital business leaders examine the latest insights about consumers’ usage of and attitudes toward genAI.

Join Forrester experts and your peers for an interactive presentation that will dive deeper into Forrester’s 2026 Predictions for environmental sustainability.Key takeaways: Understand the changing technology, consumer, and market dynamics in store in 2026. Uncover new insights based on Forrester’s research and expert analysis.Prepare your team and your organization for what’s ahead. Target audience level: all levels

Marketing and technology have never been more intertwined, yet effective collaboration between these functions remains elusive for many organizations. As AI accelerates transformation across workflows, this misalignment can become a liability. While collaboration improved during the pandemic, progress has stalled due to lack of goal alignment, communication failures, and conflicting priorities and budgets. GenAI And […]

Marketing and technology have never been so tightly intertwined. As brands focus on differentiating their total experience, paradoxically, effective collaboration between CMOs’ and CIOs’ teams are more the exception than the rule. With AI increasingly at the heart of customer interactions, relying on external marketing technology vendors and investing in shadow generative AI (genAI) tools might help speed up innovation — but it’s not enough to securely deploy AI at scale. This report shares guidelines and best practices on how business and technology teams can better collaborate to align marketing and technology teams’ strategy, planning, and execution.

Economic headwinds, environmental science backlash, and increased political polarization — including around climate change — are slowing the dynamics of the green transition.

Chaque année, depuis maintenant une vingtaine d’année, je partage une synthèse des prédictions que Forrester anticipe pour l’année qui vient. Début 2025, j’en avais partagé une dizaine ici sur ce même blog et ma collègue Sharyn Leaver – Chief Research Officer @Forrester – en a analysé la pertinence en revenant de manière objective sur celles […]

Join Forrester experts and your peers for an interactive presentation that will dive deeper into Forrester’s 2026 Predictions for Europe.Key takeaways: Understand the changing technology, consumer, and market dynamics in store in 2026. Uncover new insights based on Forrester’s research and expert analysis.Prepare your team and your organization for what’s ahead. Target audience level: all levels

As consumers realize that their consumption habits affect both the environment and their daily lives, they continue to evolve as four distinct groups. This report helps CMOs and digital business leaders at B2C brands better understand consumers’ behaviors, expectations, and attitudes regarding environmental sustainability.

L’IA représentera en 2026 un véritable casse-tête pour les directions marketing selon Forrester : son potentiel d’innovation marketing augmentera, mais les préoccupations en matière de confidentialité, les obstacles à la mise en œuvre et la fragmentation du « stack MarTech » ralentira son adoption.