Blog
The Private AI Model Explosion
In five years, 70% of the revenue created by AI will be in private models, not public ones. Why? In a word, trust.
Podcast
Put Employees At The Center Of Your AI Strategy
This episode was recorded previously, but it has aged exceptionally well. As AI becomes embedded in everyday work, the reminder that success depends on people, not just technology, is even more important now than when we first recorded it. We hope you enjoy this episode.
Blog
Navigate The Next Era Of Search At Forrester’s CX Forums
As answer engines divert discovery and squeeze the funnel, B2C marketing leaders are looking for the fastest, most durable way for their brand to become more visible and authoritative. Join us at an upcoming CX Forum to explore the new rules of visibility.
Your Buyers Use AI Search — Here’s How To Stay Visible
Ninety-four percent of B2B buyers now use AI in purchasing, making traditional SEO outdated. Discover how answer engine optimization (AEO) can help your content stand out in a zero-click, AI-driven world.
Blog
Building The Human Foundation Of The AI-Powered Enterprise
As organizations rush to deploy AI, too many forget the people it’s meant to serve. A human‑first foundation is what separates AI that frustrates from AI that truly drives better experiences.
Blog
The GTM Singularity Is Here, And We’re Ready: Parting Thoughts From B2B Summit North America
B2B Summit North America made one thing clear: Leaders know the ground is shifting, and they’re ready to adapt. Across three days, conversations centered on navigating the GTM singularity with confidence, alignment, and optimism.
Blog
Mission Possible: Navigating The GTM Singularity
We’re doubling down on our mission to help B2B companies navigate the most complex buying dynamics many of us have ever witnessed. Embrace the opportunity to rethink how you grow — and emerge stronger.
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Podcast
Kerry Bodine On Why 2026 Is The CX Profession’s Inflection Point
CX leaders are at an inflection point. AI can now do much of the work CX teams once defined themselves by, such as journey mapping, insight synthesis, and analysis. That creates an existential threat. Or a breakthrough moment. In this episode, Angelina Gennis and Martin Gill are joined by ex-Forresterite Kerry Bodine, co‑author of Outside In, to explore how CX leaders can move from defense to reinvention in the age of AI. We cover a range of pop culture influences, from Terminator‑level anxiety about the coming AI apocalypse to our "Avengers Assemble" moment, which uncovers how the diversity of CX leaders' backgrounds, roles, approaches, and definitions is a feature — not a bug. However, to apply this advantage, teams must stop hiding in echo chambers and start speaking the language of executives: risk, outcomes, and organizational impact.
Blog
Hannover Messe 2026: Do Robots Need Tea Breaks?
Paul Miller discusses his highlights and lowlights from this year's Hannover Messe industrial trade show: robots, AI, partnerships, and more.
Blog
From Dread To Confidence: What A Live Experiment Revealed About Revenue Enablement’s Secret Powers
Enablement leaders don’t struggle to do the work; they struggle to measure and communicate its value in ways that generate responses from executives. At Forrester’s B2B Summit, a live workshop showed how rethinking what to measure and how to frame it for leadership can shift teams from uncertainty to clarity and confidence.
Blog
CIOs Must Turn IT Finance Into A Value Engine
CIOs are under relentless pressure to justify technology spend, accelerate AI adoption, and prove that IT creates measurable business value. Yet many CIOs are trying to tell that story with one hand tied behind their back. Their IT finance teams remain stuck in a record‑keeping mindset — excellent at reporting costs but ill‑equipped to explain […]
Blog
AI Is Turning Unified Storage Into A Strategic Decision
Unified storage has long been treated as a pragmatic, commodity storage investment: Balance cost, simplify operations, move on. In a world of AI enablement and, consequently, downside AI risk, that mindset no longer holds. Agentic, autonomous AI use cases are making storage a strategic decision point to address capability needs, performance requirements, and GRC concerns. AI systems increasingly operate directly on live enterprise data, […]
Blog
Attend Forrester’s Agentic Commerce Workshop To Ensure That You’re Asking The Right Questions About Agentic Commerce
Are you asking the right questions about agentic commerce? Join us at Forrester’s CX Forum East (NYC) and West (San Francisco) in June for our workshop, “Catalyze Agentic Commerce — How To Move From FOMO To Focus.”
Blog
Anthropic’s Claude Rolls Out End-User Identity Verification
Anthropic is now requiring select users to successfully complete a physical government-issued ID document verification (PIDV) process “for a few use cases,” although those use cases are not currently specified. Anthropic is the data controller in the process and will be using identify verification (IDV) provider Persona Identities to conduct the IDV process. IDV prompts […]
Blog
Marketing Program Proliferation Hurts Customer Experience And Limits Business Growth
More programs don’t equal better outcomes. As buyer behavior changes, traditional channel-driven marketing programs are creating friction and inefficiency. This post explores Forrester’s research on marketing program orchestration and a practical workflow teams can use to reduce overlap and drive revenue impact.
Blog
Circular IT And Factual ESG Data Are Becoming Architecture Decisions
As global CO₂ emissions continue to rise, IT stands out as one of the fastest‑growing contributors, driven by expanding digital estates, accelerating AI investments, and rapidly growing data center demand. This reality is reshaping expectations for enterprise architecture (EA). Architects are no longer asked only to optimize cost, performance, and resilience. They are increasingly expected […]
Blog
Why Scaling Products Without Architecture Slows You Down
Product-centric operating models are now the default aspiration for digital organizations. Agile adoption continues to rise. Our data shows that 55% of firms in North America and Europe now use agile or product-centric ways of working, up double digits since 2023, while APAC adoption is approaching 50%. The promise is compelling: faster value delivery, empowered […]
Blog
SUSECON 2026: From Open Infrastructure To Operational Sovereignty
SUSECON 2026 in Prague marked a clear advance on the platform pillars SUSE introduced a year earlier in Orlando — and a more forceful articulation of its choice narrative. SUSE argued that choice only matters if it can be operationalized: enabling sovereign workload control and resilience not just to technical failure but to economic and […]
Blog
Atlassian And ServiceNow: The Dominant AI-Enabled IT Management Platforms Lean Into Context Graphs
A two-years-later follow-up to ServiceNow And Atlassian: The Rise Of IT Management Platforms (July 2024) and a continuation of Context Graphs Are A Convergence, Not An Invention (April 2026) Most public discussion of enterprise AI still fixates on models, GPUs, and benchmarks. That focus misses where durable value is actually being created. The hard work […]
Build A Security Org For The Future
Download our guide to help CISOs prove business value, win budget, and reduce burnout. Use our actionable framework to align security with enterprise goals, justify funding, and lead a high-performing team.
Blog
GenAI Is Rebuilding Search, And Google is Still Winning (Q1 2026 Search Revenue Up 19% YoY)
Every tech cycle needs a good funeral: a villain to bury and a hero to crown. In genAI’s version of the story, kill advertising (again) and Google (search) is dead. The plot is tidy: GenAI replaces searching, ads become obsolete, and the web finally escapes the “attention tax.” It’s a satisfying story. Clean. Moral. Wrong. […]
Podcast
Reboot Journey Measurement To Prove Value
Many CX teams say they are journey‑led. Fewer can prove the value of those journeys. In this episode, Angelina Gennis and Martin Gill speak with Maxie Schmidt, VP and Principal Analyst at Forrester, about how to reboot journey measurement so it drives decisions, rather than populates dashboards. We examine how to move beyond end‑of‑journey surveys […]
Blog
Spring-Clean Your Customer Data For Consumer Personalization Programs
Every year, the arrival of spring brings open windows and blossoming trees. For many, it’s also time for spring cleaning. Whether you love or hate the spring-clean, it’s an important ritual in ushering in the warmer seasons. This year, we recommend extending your spring cleaning ritual to your company’s customer data for consumer personalization programs. […]
Blog
Why Strategic Portfolio Management Is Entering A New Era
Key Insights From The Forrester Wave™: Strategic Portfolio Management Tools, Q2 2026 Strategic portfolio management (SPM) has quietly become one of the most critical capabilities for enterprises navigating constant disruption. As organizations juggle digital transformation, AI investments, regulatory pressure, and cost optimization, the ability to align strategy, funding, and execution has never mattered more. That’s why my latest research, The […]
Blog
How Google Pay Is Using UPI Circle To Reach Young Banking Customers In India
If you’re a retail banking leader in India, your future customer may already be learning how digital money works — and it may not be through your bank. This isn’t a future scenario; it’s happening now. While bank digital teams debate how much control is “too much,” customers have been clear about what they want: […]
Blog
The Real AI ROI Problem Isn’t Technology — It’s Measurement
AI investment is accelerating faster than enterprises’ confidence in its returns. Boards want clarity, CFOs want numbers they can defend, and technology leaders want to scale what works. Yet many AI conversations still end the same way: “We know it’s valuable — we just can’t prove it.” That disconnect isn’t caused by weak models or […]
Blog
SLED Leaders: Use IT Spend Management To Manage Budget Pressures
What does Forrester’s IT spend management framework mean for state, local, and educational (SLED) tech leaders? I connected with Yessica Jones, a former State of Arkansas CIO who recently joined the Forrester team, on this topic, and it produced some interesting observations: SLED tech leaders are not expecting funding cuts. In fact, in a recent […]
Blog
Google Cloud Next 2026: The End Of The AI Pilot Era
Google Cloud Next 2026 opened with Thomas Kurian declaring the end of the AI pilot era and Sundar Pichai comparing the enterprise refrain of last year (“Can we build an agent?”) to today’s: “How do we manage thousands of them?” Google Cloud Next ’26 answers the second question with a single product story: Gemini Enterprise […]
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