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.
Podcast
AWS Outage, Safety On Meta, ChatGPT’s AI-First Browser
Recently, a very bad day for AWS became everyone else’s very annoying day. And while the disruption was fairly short-lived, there are longer-term lessons to be learned. In this episode, we look at the lessons from the recent AWS outage as well as an overdue step by a social media giant and a reimagining of how we access information on the web.
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.
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: 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.
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.
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Blog
Predictions 2026: Significant Shifts In CX, AI, And Microinsurance Across The Insurance Landscape
The global insurance industry is heading into a transformative year in 2026, with seismic shifts driven by the rise of AI, the urgency of customer experience, and expansion into uncharted markets. Though the challenges are steep, the opportunities are immense if insurers act boldly and strategically.
Blog
Predictions 2026: How Financial Services Can Thrive Amid AI Disruption
For financial institutions, lingering trust concerns, regulatory constraints, and the relentless pace of innovation loom large. The question isn’t whether to adapt — it’s how fast and how boldly they can pivot to thrive in a zero-click, machine-driven future.
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
Cognite Lets Customers Demonstrate The Power Of Industrial AI
Like many of its peers and competitors, industrial software provider Cognite talks a lot about AI. But unlike some competitors, Cognite has real customer deployments — at scale — to talk about and used its recent Impact event in Houston to showcase them.
Blog
Remove Ambiguity: Measure Human Risk Management Metrics That Matter
Our latest research — Five Steps To Better Human Risk Management Metrics and The Essential List Of Human Risk Management Metrics — provides security leaders the clarity they need to measure what truly matters. I see this not as just another comprehensive metrics framework (though it is that!) — I also see it as a foundation for turning human risk management from a conversation into a movement.
Blog
Architects Must Go Where Value Flows And Make Process Outcomes The Center Of EA
Customer journeys, value streams, and day-to-day processes are where value is created — or lost. Yet most enterprise architecture (EA) teams still optimize IT systems in isolation — disconnected from the business outcomes they’re meant to support. Find out how EA teams can pivot from system-centric to process-centric approaches.
Blog
Predictions 2026: Retail’s Flight To Profitability
The retail landscape is entering a period of profound transformation, where profitability will no longer be optional but instead essential for survival. The combination of persistent high interest rates and technological disruption will create a challenging environment across all retail sectors — from low-margin categories such as grocery to high-margin ones like apparel.
Blog
Salesforce Dreams Of The Agentic Enterprise
The dust has settled on Dreamforce, Salesforce’s well-attended San Francisco fete. Our takeaway? Salesforce is setting the pace with a platform for AI agents embedded in business applications, and it’s made huge progress on its products and partnerships in the last year.
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
Secure Vibe Coding: I’ve Done It Myself, And It’s A Paradigm, Not A Paradox
“There’s a new kind of coding I call ‘vibe coding,’ where you fully give in to the vibes, embrace exponentials, and forget that the code even exists,” said Andrej Karpathy in a post on X (formerly Twitter) back in February.
Blog
AI Doesn’t Fix Bad Processes — It Amplifies Them
In the rush to adopt AI and drive growth, many B2B organizations overlook the one thing that makes it all work: process. Discover why fixing broken processes is the key to scalable success.
Blog
What Sets Leading B2B Marketers Apart?
Forrester’s most recent Marketing Survey revealed a sharp divide between leading and lagging B2B marketing organizations. Find out what why leading marketers report significantly stronger revenue and profit while lagging marketers fall short.
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.
Blog
Predictions 2026: The “Agentic Commerce” Race — And Some Potential Regrets — In Digital Commerce
Digital leaders get a sneak peek into what's coming in the year ahead by reading three of our predictions for digital commerce in 2026.
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.
Blog
From Developers To Services: The Impact Of Atlassian’s Latest AI Innovations
Discover the latest AI breakthroughs and announcements from Atlassian in this review of its recent Team '25 Europe event.
Blog
LocWorld54 Shows Why Localization Can Be The Next Strategic Powerhouse — And What’s Holding It Back
For decades, B2B companies have viewed localization as an operational necessity to translate words, keep websites up to date, and support global product launches. That outdated view doesn’t hold up anymore. Businesses today need to evolve localization in the age of AI. Find out how in this review of the recent LocWorld54 conference.
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? Find out in this analysis.
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.
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.
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
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.
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