Lisa Gately is a principal analyst at Forrester, where she advises CMOs and senior marketing leaders on building systems for credibility as AI reshapes how buyers search, evaluate, and trust brands. Her research focuses on how organizations operationalize generative and agent-based AI technologies to transform marketing workflows, govern content quality and compliance, and sustain accuracy, relevance, and trust at scale. She also examines answer engine visibility and the role of content and creative technologies in supporting durable authority.

Lisa works across B2B marketing functions, including portfolio marketing, demand and growth, brand and communications, and content, helping leaders align content strategy, organizational design, governance, and technology investments to build consistency and competitive differentiation. She leads evaluative research on content creation and optimization solutions, helping marketing leaders assess which solutions support scalable quality, workflow integration, brand governance, and optimization for AI-driven discovery.