Featured Blogs

Marketing's role is shaped less by strategy documents than by the expectations executives place on the function. New research reveals a significant gap between how companies currently view marketing and how marketing leaders believe the function should contribute to growth, strategy, and business performance.

Forrester examined 24 CPG brands across the digital attributes that matter most for go-to-market success. For the e-commerce dimension, we reviewed direct-to-consumer buyability and Amazon storefront presence.

OT security has moved beyond simply identifying connected devices. Learn why leading organizations are shifting their focus toward reducing operational risk, strengthening resilience, and enabling safer IT and OT security collaboration.

Many CX leaders know culture needs to change before a customer experience (CX) transformation can succeed. The challenge is knowing where to start. In this episode, Angelina Gennis and Martin Gill explore a surprisingly simple approach: using powerful customer-focused questions as organizational rituals. Drawing on real examples from executive workshops and customer-centric organizations, they explain […]

We analyzed 24 CPG brands across the digital attributes that matter most. Social media is a critical part of the consumer discovery journey, particularly as younger consumers use social platforms not only for inspiration and research but also to buy products.

AI Trust Starts Before Production AI-infused applications are moving into production faster than most enterprises can prove that they are safe, reliable, explainable, or even useful. This gap is now one of the biggest barriers to scaling AI. Our report, Trustworthy AI Starts With Testing And Evals, Not Deployment, makes a simple but urgent call […]

Discover why financial institutions are using transaction foundation models and proprietary data to build a lasting AI advantage.

After years of vendors heralding the arrival of fine-tuned models to save enterprises from the latency, unpredictable costs, and strenuous upgrade lifecycles of cloud-based model APIs, the moment for fine-tuned models has finally arrived. While frontier models are massive, general-purpose, and must be run from cloud servers, fine-tuned models (mostly composed of post-trained open-weight models) […]

AI agents for marketing are no longer a future state — they have arrived. Eighty-three percent of B2C marketing decision makers report actively implementing agentic AI into their workflows, and 85% agree that it’s delivering meaningful business value in their marketing efforts. With the rise of AI platforms like Claude and ChatGPT, and the majority of […]

As consumers increasingly turn to answer engines to research products, brands must ensure that their content is visible in AI-powered experiences.

Global tech spend grew 30% from $4.0 trillion in 2020 to $5.2 trillion in 2025. Yet data from Information Services Group (ISG) indicates that spend per user was flat. In fact, the global spend per user benchmark from ISG fluctuated between $15,000 and $16,000 each year from 2020 and 2025. This suggests to CIOs that […]

Building a CX business case can feel like an endless cycle. You’ve spent weeks gathering data, you’ve debated assumptions, you’ve refined the model three times — then the business case comes back with a familiar request: “Can you do a little more analysis?” At that moment, the problem usually isn’t the analysis at all. CX […]

For years, Indian banks competed on reach. Then they competed on products. Today, they compete on experience. Nearly every major bank now offers digital onboarding, mobile banking, and self-service capabilities. As these experiences improve across the industry, differentiation becomes harder to achieve. That is one of the clearest messages emerging from Forrester’s India Banking Total […]

Like us, you’ve probably noticed that over the past two years, most discussions about AI in manufacturing have focused on what LLMs can do for engineers, planners, and other knowledge workers. Vendors have showcased copilots that summarize documents, answer questions, and generate content. Those capabilities matter, but they may not be where manufacturers ultimately realize […]

A conversation with David Walker, former chief technology officer of Westpac and technology leader at DBS AI models may increasingly provide the intelligence for how your workflows run, but people determine where AI is applied, which work should change, how risks should be assessed and prioritized, and how value will be measured. Those aren’t entirely […]

Everyone and their grandmother is talking about AI, and it’s just not interesting anymore. Let’s face it, once a technology topic becomes kitchen-table conversation fodder, tech pros grow weary of discussing it. Yet every vendor has a “game-changing” solution you should buy, every staffing firm has highly trained AI specialists, and your neighborhood barista can […]

In this episode, Martin Gill and Angelina Gennis welcome Enza Iannopollo — VP, principal analyst — to discuss new research on trust, responsible AI, and what businesses must do to earn customer confidence. Drawing on fresh European consumer data, they explore why distrust has become the default response to AI and how organizations can build experiences that customers are willing to trust. The conversation introduces four distinct consumer groups, from AI distrusters to embracers, and explains how different customers evaluate AI-enabled experiences. The discussion also examines the foundations of responsible AI, including transparency, accountability, fairness, privacy, security, reliability, and human oversight.

Microdramas — one of the fastest-growing new entertainment formats you’ve probably never heard of — are finding audiences in unexpected places. Built for feeds, powered by algorithms, and consumed in minutes, this serialized mobile-native storytelling is gaining traction … and quickly. Forrester’s newly published data overview report, Inside The Mainstreaming Of Microdramas, examines who watches […]

Many organizations still approach Workday negotiations as a software procurement exercise focused on maximizing discounts. That mindset misses where the real commercial risks and opportunities reside. As Workday expands its platform footprint, AI capabilities, and commercial models, buyers are making decisions that will influence costs, flexibility, and negotiating leverage long after the initial contract is […]