Age of the Customer
Insights
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Why B2B Marketers Need To Stop Confusing Engagement With Accountability
At B2B Summit North America, VP and Principal Analyst Ross Graber argued that AI search should motivate marketing leaders to rethink how accountability is measured and align it more closely with business outcomes.
Blog
The World That Spawned RevOps Is Unrecognizable
Over the past decade, B2B go-to-market (GTM) organizations have grown increasingly complex and fragmented. Revenue operations (RevOps) functions emerged to drive consistency, efficiency, and alignment across the GTM processes and systems that connect sales, marketing, and product functions. While never seamless, RevOps managed the mission. It standardized processes, improved data quality, drove common metrics, and brought much-needed discipline […]
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E-Commerce: How Five CPG Brands Are Winning
Forrester examined 24 CPG brands across the digital attributes that matter most for go-to-market success. For the e-commerce dimension, we reviewed direct-to-consumer buyability and Amazon storefront presence.
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Social Media: How Five CPG Brands Are Winning
We analyzed 24 CPG brands across the digital attributes that matter most. Social media is a critical part of the consumer discovery journey, particularly as younger consumers use social platforms not only for inspiration and research but also to buy products.
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Trustworthy AI Won’t Scale Without A New Quality Playbook: Forrester Offers One
AI Trust Starts Before Production AI-infused applications are moving into production faster than most enterprises can prove that they are safe, reliable, explainable, or even useful. This gap is now one of the biggest barriers to scaling AI. Our report, Trustworthy AI Starts With Testing And Evals, Not Deployment, makes a simple but urgent call […]
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Banks Are Building Private Models, But The Model Is Not The Moat
Discover why financial institutions are using transaction foundation models and proprietary data to build a lasting AI advantage.
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The Market Is Finally Making Fine-Tuned Models Happen
After years of vendors heralding the arrival of fine-tuned models to save enterprises from the latency, unpredictable costs, and strenuous upgrade lifecycles of cloud-based model APIs, the moment for fine-tuned models has finally arrived. While frontier models are massive, general-purpose, and must be run from cloud servers, fine-tuned models (mostly composed of post-trained open-weight models) […]
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AI Agents For Marketing Are Here: Are You Ready?
AI agents for marketing are no longer a future state — they have arrived. Eighty-three percent of B2C marketing decision makers report actively implementing agentic AI into their workflows, and 85% agree that it’s delivering meaningful business value in their marketing efforts. With the rise of AI platforms like Claude and ChatGPT, and the majority of […]
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Answer Engines: How Five CPG Brands Are Winning
As consumers increasingly turn to answer engines to research products, brands must ensure that their content is visible in AI-powered experiences.
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Move From Strategy To Execution With Hands-On Workshops At Security & Risk Forum
AI adoption is accelerating, but many security teams still lack the governance, operational foundations, data controls, and workforce strategies needed to scale it safely. Join hands-on workshops at Security & Risk Forum to tackle real-world implementation challenges, learn from peers, and leave with practical frameworks you can apply immediately.
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For A Compelling CX Business Case, Stop Refining The Model And Start Framing The Decision
Building a CX business case can feel like an endless cycle. You’ve spent weeks gathering data, you’ve debated assumptions, you’ve refined the model three times — then the business case comes back with a familiar request: “Can you do a little more analysis?” At that moment, the problem usually isn’t the analysis at all. CX […]
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Manufacturing’s AI Future Will Be Decided At The Gemba
Like us, you’ve probably noticed that over the past two years, most discussions about AI in manufacturing have focused on what LLMs can do for engineers, planners, and other knowledge workers. Vendors have showcased copilots that summarize documents, answer questions, and generate content. Those capabilities matter, but they may not be where manufacturers ultimately realize […]
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People Make The AI Reinvention Engine Work
A conversation with David Walker, former chief technology officer of Westpac and technology leader at DBS AI models may increasingly provide the intelligence for how your workflows run, but people determine where AI is applied, which work should change, how risks should be assessed and prioritized, and how value will be measured. Those aren’t entirely […]
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Welcome Back, Peter Kim: Forrester’s VP, Principal Analyst Covering The AI-Enabled B2C Marketing Org
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Microdramas: Three Surprisingly Wrong Stereotypes
Microdramas — one of the fastest-growing new entertainment formats you’ve probably never heard of — are finding audiences in unexpected places. Built for feeds, powered by algorithms, and consumed in minutes, this serialized mobile-native storytelling is gaining traction … and quickly. Forrester’s newly published data overview report, Inside The Mainstreaming Of Microdramas, examines who watches […]
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Why Smart Workday Buyers Negotiate Beyond The Subscription
Many organizations still approach Workday negotiations as a software procurement exercise focused on maximizing discounts. That mindset misses where the real commercial risks and opportunities reside. As Workday expands its platform footprint, AI capabilities, and commercial models, buyers are making decisions that will influence costs, flexibility, and negotiating leverage long after the initial contract is […]
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Meet The Winners Of The 2026 B2B Awards And Hear Their Stories Live At B2B Forum EMEA
In London, we’ll celebrate two organizations that have raised the bar for how to operate, collaborate, and grow. Get a preview of their stories and join us later this month to learn more.
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AI Can Rewrite Code, But It Cannot Recover Intent
For decades, critical applications have accumulated business rules, integrations, workarounds, and dependencies faster than organizations could document them. Documentation is incomplete, the original developers have moved on, and application specialists are retiring — taking their with critical institutional knowledge with them. The result is a business problem disguised as a technology challenge. Modernization teams encounter […]
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B2C CDPs Enter Their Utility Era: Data Is The Foundation, But Outcomes Drive Investment
The customer data platform (CDP) category is graduating to a new phase. Marketers have unprecedented expectations for data as AI utilization explodes and marketing demands sophisticated insights, personalization, cross-channel execution, and measurability. To power the next generation of tools and customer engagement, marketers expect CDPs to provide more than data transit; they expect data utility. […]
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AI Reinvention Is A Race Enterprises Are Still Learning To Run
And it’s a wrap! We just closed two intense weeks shaped by our AI Forums in Singapore and Sydney. The events revealed both the extraordinary momentum behind enterprise AI and the scale of the reinvention still ahead. Across the two cities, we brought together close to 400 business and technology leaders. In the tech track, […]
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