Emily Collins
VP, Research Director
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Everything Is A Marketing Operating System
Why Does Everyone Want To Be An Operating System? The appeal of the operating system concept is straightforward. It meets marketers’ need for technology and service ecosystems that can manage and coordinate workflows across people, processes, tools, and AI agents, rather than simply execute isolated tasks. It also gives providers facing the SaaS-pocalypse a stronger […]
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Predictions 2027: CMOs Reckon With An AI Reality Check
AI’s blank check is about to expire. In 2027, CMOs will face a tougher test: proving that AI delivers enough value to justify its growing costs and risks. Discover why the next phase of AI adoption will demand sharper choices, stronger governance, and greater accountability.
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Predictions 2027: Big Media Growth Engines Hit The Limit And Pivot
A decade of media growth is giving way to a period of reinvention. Forrester’s 2027 predictions reveal how leading media and technology firms will adapt as subscriptions slow, search evolves, and AI transforms consumer discovery and advertising.
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Google Goes All-In: An AI-Operated System, Not AI-Assisted Products
Will Consumers And Marketers Follow? Three years ago, Google was on the defensive. ChatGPT reset expectations for search experiences and Microsoft gained early momentum with its investments in OpenAI. Today, the answer engine race continues, but Google is back in pole position. Even with new market diversification thanks to OpenAI and Anthropic, Google remains the […]
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OpenAI’s Proposed IPO Opens A Trifecta Of Opportunities For It, But Don’t Lock In Just Yet
OpenAI’s IPO move, paired with its latest manifesto, highlights a race to win consumers, automate enterprises, and advance toward AGI. For business and technology leaders, the implication is clear: Accelerate AI adoption, avoid lock-in, and focus on capabilities, not vendors, as the competitive landscape shifts.
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Predictions 2026: CMOs Hunker Down But Don’t Retreat
B2C CMOs will be put to the test in a coming year that will be even more volatile than the current one. Adaptability and precision will be critical to success.
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Marketers Are In Their AI Era (And It’s Not Ending Anytime Soon)
Through all the uncertainty this year, one constant persists: AI adoption and its potential to reshape B2C marketing as we know it. Find out how in this preview of a new survey and report.
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Judge Rules That Google Is An Illegal Monopoly — Now What?
The impact of Google's court cases will take years to play out. But they raise the likelihood of the company's overhaul.
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How Nationwide Building Society Upgraded Its Marketing Mix Model
Learn how a new marketing operations team made marketing mix modeling a well-oiled machine in this case study overview.
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Meet Forrester’s New Principal Analyst Covering Loyalty Marketing, John Pedini
In 2025, we expect consumer usage of loyalty programs to grow amid declines in overall brand loyalty. Though loyalty programs offer the rewards that price-conscious consumers crave, companies struggle to inspire emotional loyalty across various tactics aimed at improving retention. Marketers need a loyalty strategy that appropriately balances transactional incentives with an understanding of what […]
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Meet Forrester’s New Senior Analyst Covering Marketing Measurement, Brad Haag
According to our most recent CMO Pulse Survey, marketing executives plan to prioritize maturing how they measure marketing effectiveness in 2025. Marketing measurement plays a critical role in helping CMOs defend marketing investments, secure resources for future initiatives, and show that marketing is an engine for growth rather than a cost center. As CMOs look […]
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Hollywood Strikes Spark AI Negotiations In Every Creative Industry
Learn how the outcome of the Hollywood strikes could set a precedent for other creative industries grappling with the impact of AI.
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Meet Forrester’s New Senior Analyst Covering Adtech: Mo Allibhai
The advertising industry is in flux. Ongoing economic uncertainty creates fluctuations in ad spend, while data deprecation resets the digital media buying and selling landscape: Advertisers are reconsidering their data-driven advertising practices and partners, testing new approaches (e.g., contextual advertising and new audience-acquisition processes) and reducing their reliance on third-party data. According to Forrester’s Marketing […]
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Data Deprecation Déjà Vu: Google Delays The Cookiepocalypse (Again)
Regardless of when Google finally kills support for third-party cookies, if you’re not planning to manage these forces now, you’re already behind.
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What’s Next For The Booming Retail Media Market
The retail media boom will keep booming. We predict US ad sales will reach $40 billion this year. Learn how the space will evolve.
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Meet Forrester’s New Senior Analyst Covering Performance Marketing: Nikhil Lai
Brands are funneling more dollars into “performance” channels in pursuit of maximum return on advertising spend. According to Forrester’s Marketing Survey, 2022, more than 60% of B2C marketing decision-makers plan to increase their paid media investments in “performance” channels such as search, social, and online video. But the way that consumers buy is changing, and […]
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Predictions 2022: Advertisers Lean Into Retail Media Momentum, New Modes, And, Yes, The Metaverse
Looking ahead to 2022, advertisers and publishers will look for ways to extend those innovations to match consumers’ willingness to experiment with new experiences and products (now at an all-time high). Learn more.
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