Age of the Customer
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From Pandemic Peak To Practical Reality: The New Virtual Event Landscape
Virtual events aren’t disappearing – but they are transforming. Forrester data shows that while a majority of marketers believe that virtual events are a permanent part of their event mix, the pandemic days of multi-day, multi-session virtual events are long gone. Instead, marketers are focused on simpler virtual events with 43% planning to run more […]
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US Tech Forecast 2026 For Retail: Make Every Tech Dollar Count
With planned budget increases aimed at modernizing infrastructure and adopting AI at scale, retail leaders must ensure that every investment improves profitability, business resilience, and customer value.
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The US Government Tech Market Enters A New Phase Of Change
Though US government tech spending will grow modestly this year, the context is one of profound technological realignment. Our forecast report highlights three forces defining how the world’s largest public-sector technology market will evolve in 2026 and beyond.
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FinovateEurope 2026: From AI Hype To Bank‑Ready Execution
FinovateEurope 2026 marks the shift from AI hype to bank‑ready execution, with agentic AI, fraud intelligence, and governed innovation.
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Fortune 500 CEOs Move AI To The Center Of The Growth Agenda
After three years of genAI investment, the CEOs of public companies have begun disclosing the investments and impact on their companies. We examined the Q3 2025 earnings transcripts of 20 public companies in retail, financial services, and manufacturing — including Walmart, Bank of America, Capital One, Lowe’s, Thermo Fisher Scientific, and Kraft Heinz — and […]
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US Insurance Tech Spending 2026: From Modernization To Intelligence
Forrester projects that industry technology spending will increase by $173 billion in 2026 — up 7.8% relative to last year. For insurers, technology is no longer only about modernization; it’s about intelligence, efficiency, and differentiation.
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US Tech Forecast For Healthcare: Demand For Personalized, Connected Care Accelerates Spending
With rising levels of investment comes a clear mandate for healthcare leaders: Ensure that every dollar improves outcomes, resilience, or the patient (and employee) experience.
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From AI To Tight Ends: Super Bowl LX’s Growth Winners
Another Super Bowl in the books, and we’re left asking ourselves questions like, “Who had a better night — artificial intelligence or the Backstreet Boys’ agent?” While the industry makeup of Super Bowl ads shifted, some things never change — like the use of spokes-animals and celebrity-fueled ’90s nostalgia, plus the need for advertisers to […]
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US Financial Services Tech Spending Hits $495 Billion
Financial services firms are increasing tech spending faster than the market average, signaling a deliberate bet that technology is a strategic lever and not a discretionary cost.
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US Economic Outlook, 2026
The US economy performed better than consensus expectations in 2025, despite tariff-related uncertainty. Yet even with fewer headwinds, there are potential speed bumps that organizations must take into account.
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Hands On, Heads Up: Why B2B Leaders Who Embrace Active Learning Get Ahead
The B2B environment is evolving faster than most organizations’ operating models. AI-driven buyer autonomy is restructuring how demand is created and captured, content development is increasingly decentralized, and partner ecosystems are expanding, with expectations for cross-functional alignment across marketing, sales, and product rising. Leaders are expected to respond to these shifts while still delivering predictable, […]
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From Care Continuity To Care Convenience: The Shift In Trends
For decades, the healthcare industry assumed loyalty was a given. Patients would stay with the same doctor, visit the same clinic, and tolerate confusing phone trees, long wait times, limited hours, and siloed experiences. But the ground has shifted. Consumers today live in a world where personalization and convenience are becoming the norm, not the exception. […]
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A Listen Back: The Must-See Performers Headlining Forrester’s Must-Attend Events
Over the years, we’ve been fortunate to have some of music’s greatest icons grace the stage at our events. Here, we take a look back.
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How To Gamify Your Next Workshop
How To Use Play, Props, And Pre-/Post-Engagement To Turn In-Person CX Days Into Culture-Changing Moments Games are as old as we are as people. Games give us a way of making sense of the world and of creating social interactions. They spark motivation, curiosity, and can frame everyday situations in more intellectually stimulating ways. Gamification […]
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Why “Context Lake” Matters For Agentic AI
In mid‑January, a new arXiv paper introduced “context lake” as a system class for AI-era decision-making. The paper argues that multiple agents must operate on the same live and semantically consistent reality at the moment a decision is made. Around the same time, Tacnode released a product aligned with this concept — a PostgreSQL‑compatible platform […]
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The Revenue Enablement Platform Market Has Hit An Inflection Point, With AI Reshaping Everything
Revenue enablement is entering one of the most consequential transformation periods we’ve seen since the function emerged. In our newly published report, The Revenue Enablement Platforms Landscape, Q1 2026, we examined 18 vendors and uncovered a market undergoing rapid maturity, consolidation, and reinvention. These changes are all fueled by the rise of agentic AI and […]
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Trust Is The Brand Principle That Health Insurers Can’t Afford To Ignore
Health insurers are out of excuses. Congress has joined the growing chorus calling out the widening gap between what insurers promise and what members actually experience. Denials, delays, data breaches, and dodged questions have eroded confidence in insurers’ ability to deliver on the core promise of mitigating the financial risks of healthcare. This isn’t a messaging […]
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Orchestrate CX Success With Forrester’s CX Vision And Strategy Research And Tools
Delivering great customer experience is a lot like putting on a concert. You can gather world‑class musicians, give each of them brilliant individual parts, and still end up with … noise. What turns noise into music is a shared score — a bold vision of what the performance should sound like — and a plan that helps every section play in sync.
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E-Commerce Will Drive Half Of Europe-5 Retail Sales Growth By 2030
Across France, Germany, Italy, Spain, and the UK, e-commerce is growing and is set to transform retail to capture 21% of total retail sales by 2030.
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AppGen Is Eating Low-Code — What It Means To You
There’s a lot of noise right now about what generative technology can do in enterprise software development for applications and workflows. Depending on who you ask, it’s either the end of software developers — or just another overhyped shift. Let’s cut through the noise. We Started With The Low-Code Revolution Low code was a revolution. […]
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