Blog
Predictions 2026: The Race To Trust And Value
Volatility and innovation will continue as leaders yearn for clarity and race to differentiate on trust and genuine value. Find out what’s in store for the year ahead.
Blog
Predictions 2026: Trust Gets Tested For B2B Marketing, Sales, And Product Leaders
AI adoption, changing buying dynamics, and persistent volatility are rewriting go-to-market playbooks. Learn what B2B leaders and teams must do to navigate the year ahead.
Blog
Predictions 2026: APAC Leaders Choose Pragmatism Over Hype In The Age Of AI
Rather than being driven by hype cycles or geopolitical rhetoric, business and technology leaders in the Asia Pacific region in 2026 will focus on pragmatic strategies in response to the region’s complex economic, regulatory, and cultural landscape. Find out more in our 2026 predictions for APAC.
Predictions 2026: Your Planning Starts Here
2026 will demand proof, not promises. Explore Forrester’s Predictions resources — guides, webinars, and blogs — to plan smarter, lead with trust, and stay ahead of disruption.
Blog
Predictions 2026: CX Teams Look To Escape The Orbit Of Dysfunction
Many CX teams are drifting dangerously close to the event horizon of metric obsession — a gravitational pull toward dashboards and KPIs that threatens to consume purpose and impact. 2026 will mark a critical decision point.
Blog
Predictions 2026: Tech Nationalism Will Reshape Public-Sector AI, Security, And Procurement
Governments chasing digital self‑sufficiency will accelerate tech nationalism through their decisions in these three key areas. Learn what else public-sector leaders and partners should expect in the year ahead.
Blog
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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Blog
What Sets Leading B2B Marketers Apart?
Forrester’s 2025 Marketing Survey reveals a sharp divide between leading and lagging B2B marketers and their organizations. Based on responses from 1,060 marketing decision-makers, Forrester identified a cohort of “leading marketers” who consistently apply 12 best practices — from cross-functional collaboration to customer-centric strategies (see the figure below) — and a cohort of “lagging marketers” […]
Blog
AWS Outage, Nexperia Seizure, And The EU’s Cloud Sovereignty Framework: The Battle For Digital Sovereignty Is On!
In times of calm, but especially in times of chaos, risk management strategies and their execution must be dictated by context and control. Prioritizing key risks and crafting appropriate responses is essential to keeping the business going. The battle for digital sovereignty is now unfolding in real time, following this exact script. Three Events Show […]
2026 Predictions: 5 Shifts That Will Reshape B2B Strategy
AI agents. Influencer strategy. Pricing disruption. What’s next for B2B growth? Download the guide to uncover five bold predictions impacting marketing, sales, and product leaders in 2026.
Blog
Predictions 2026: The “Agentic Commerce” Race — And Some Potential Regrets — In Digital Commerce
Get a sneak peek into 2026 with the projected impacts of the race to agentic commerce integrations in digital commerce.
Blog
From Developers To Services: The Impact Of Atlassian’s Latest AI Innovations
Atlassian’s latest announcements mark a pivotal shift in how enterprise software can shape the digital work experience. With strategic acquisitions and powerful AI-driven features, Atlassian is moving beyond traditional workflow tools to create a unified, intelligent interface for modern knowledge workers. This blog explores how AI innovations — such as Rovo, Teamwork Graph, and new […]
Blog
LocWorld54 Shows Why Localization Can Be The Next Strategic Powerhouse — And What’s Holding It Back
Localization teams are solving some of the most complex problems in AI today. They’re addressing bias, hallucinations, cultural nuance, quality assurance, and interoperability across dozens or hundreds of languages and business applications. Last week, I was in beautiful Monterey, California, for the LocWorld54 conference. I’m still reflecting on the incredible level of technical insights, innovation, […]
Blog
Health Insurers: Messaging Around Profit Status Isn’t Money Well Spent
Health insurers are increasingly leaning into their not-for-profit status as a brand differentiator — hoping it signals trust, community focus, and mission-driven care. But does it resonate with consumers in ways that lead to better business outcomes? We wanted to find out, so we leveraged Forrester’s ConsumerVoices Market Research Online Community to get some answers. […]
Blog
Prognosen 2026: Das Vertrauen in Verantwortliche für B2B-Marketing, -Vertrieb und -Produkte wird auf die Probe gestellt
KI, verändertes Kaufverhalten und unsichere Märkte stellen die bisherigen Strategien auf den Kopf. Erfahren Sie, was B2B-Teams tun müssen, um im nächsten Jahr erfolgreich zu sein.
2026 Tech & Security Predictions You Can’t Afford To Miss
AI cleanup, budget shifts, neocloud, and quantum threats — what’s ahead could reshape your strategy. Get Forrester’s guide with five bold predictions to stay ahead and lead with trust and value.
Blog
Prognosen 2026: CX-Teams möchten den Kreislauf der Dysfunktion durchbrechen
Viele CX-Teams bewegen sich gefährlich nahe an der Ereignishorizontlinie der Metrikbesessenheit – einer Anziehungskraft in Richtung Dashboards und KPIs, die Zweck und Wirkung zu verschlingen droht. Das Jahr 2026 wird einen kritischen Entscheidungspunkt markieren.
Blog
Prévisions 2026 : Un Test De Confiance Pour Les Responsables Du Marketing, De La Vente Et Des Produits En B2B
L'adoption de l'IA, l'évolution des dynamiques d'achat et la volatilité persistante sont en train de redéfinir les stratégies de commercialisation. Découvrez ce que les dirigeants et les équipes B2B doivent faire pour aborder l'année à venir.
Podcast
426: Why Trust Is The Key To AI Adoption
Angelina and Martin explore the evolving landscape of AI trust in CX. They break down how European regulations, consumer confusion, and pop culture examples — such as virtual influencers and AI-generated bands — highlight challenges around transparency and authenticity. They also discuss how organizations can build trust in AI-powered experiences by focusing on empathy, transparency, and risk assessments.
Blog
Prévisions 2026: les directeurs marketing se préparent sans battre en retraite
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.
Blog
Future-Proof Your Choice Of Customer Service Solution
Customer service applications are becoming bloated with features that users can’t or won’t use. Find out how AI can help in this preview of our new report, The Customer Service Solutions Landscape, Q3 2025.
Lead A Security Org That Performs, Scales, And Thrives
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.
Webinar
Predictions 2026 Webinar: B2C Marketing, CX & Digital
In 2026, B2C marketing, CX, and digital leaders must move beyond surface engagement to earn trust and deliver real value. Join us to learn how trust, transparency, and long-term impact will replace performative tactics and short-term wins.
Webinar
Predictions 2026 APAC Webinar: Technology & Security
Join us to discover Forrester’s top 2026 predictions for APAC tech and security. Learn how to build resilient strategies, balance innovation with sovereignty, and deliver measurable value in a region defined by complexity and momentum.
Webinar
Predictions 2026 Webinar: Technology & Security
In 2026, technology and security leaders will be under pressure to deliver real, defensible value. Join us for a webinar to learn how trust, value, and evidence-based decisions will define your success.
Webinar
Predictions 2026 APAC Webinar: B2C Marketing, CX, & Digital
In 2026, B2C marketing, CX, and digital leaders must move beyond surface engagement to earn trust and deliver real value. Join us to learn how trust, transparency, and long-term impact will replace performative tactics and short-term wins.
Blog
NetApp INSIGHT 2025: Evolving Storage Into The Enterprise Data Foundation
Learn some of the key themes from the NetApp INSIGHT 2025 event and find out what they could mean for your storage portfolio.
The Insight-Packed Summit Tech Leaders Can’t Miss
Tackle AI-led tech disruption, global volatility, and skyrocketing costs at Forrester’s Technology & Innovation Summits. Gain skills, practices, and platforms to fuel innovation and drive results.
Blog
Quantum Echoes Reminds Us That Algorithms Matter
Google’s Quantum Echoes highlights that algorithms — not just hardware — drive quantum progress. In 2025, Quantum Echoes reframes quantum advantage through algorithmic creativity, verifiability, and scientific utility — reminding us that true quantum value depends on problem design, not qubit count.
Blog
Gold Rush Or Fool’s Gold? How To Evaluate Security Tools’ Generative AI Claims
Generative AI features and products for security are gaining significant traction in the market. Knowing how to evaluate them, however, remains a mystery. What makes a good AI feature? How do we know if the AI is effective or not? These are just some of the questions I receive on a regular basis from Forrester […]
Blog
Key Takeaways From Basware’s Austin VIP Customer Event
Basware hosted its annual VIP Customer Event in Austin, Texas, on October 22–24, marking the company’s 40th anniversary. The gathering highlighted a strong sense of community among attendees and offered a window into Basware’s customer-driven innovation culture. From the discussions and sessions during the event, several insights stood out: Invoice lifecycle management. Basware introduced the […]
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