Age of the Customer
Insights
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Bolster Your B2C Marketing Operations Function With This Step-By-Step Blueprint
As consumer marketing grows more complex in the age of AI, B2C marketing operations must evolve to provide structure, efficiency, and governance. Our new initiative blueprint offers a step‑by‑step framework to help marketing leaders establish purpose, define remit, and leverage technology to strengthen their operations function.
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Black Friday And Cyber Monday: Spending Breaks Records And Exceeds Expectations
Tap into the insights from Forrester’s annual review of 116 brands during 2025’s record-breaking Black Friday and Cyber Monday sales.
What It Means: A Forrester Podcast
Forrester analysts provide their perspectives on the latest business and technology headlines.
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Introducing Forrester’s ServiceNow Services Landscape: Partner Selection Becomes More Complex With Enterprise Workflows And Agentic Transformation
It used to be that you could think of ServiceNow services almost exclusively in the context of IT service management (ITSM) implementations, but the ServiceNow services market has decisively moved beyond those traditional confines.
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The Real Deal: A Black Friday-Inspired RFP Template For Vetting AI SaaS Vendors
For those of us of a certain generation, “Black Friday” invokes memories of the Cabbage Patch Kid riots of 1983.
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Tidings Of Comfort And Trust: Holiday-Season Security That Bolsters Your Brand
Make safe, reliable digital experiences as part of the value you deliver — and help keep customers coming back yearround.
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GRC Platforms Enter Their Grad School Era
Governance, risk, and compliance (GRC) platforms are officially old enough to be in grad school. In our 2023 market evaluation, GRC technology turned 20 years old but was still figuring out what it wanted to be when it grew up.
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Forrester Analyst Takes For Digital Content In 2026
Digital content will continue to be shaped by enterprises both investing in and looking to gain practical business value from genAI solutions. Here’s how we foresee digital content evolving.
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Wielding The Double-Edged Sword Of Software Engineering Insights
People in software development tend to have mixed feelings about metrics.
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India’s DPDP Act: A CIO’s Roadmap To Compliance And Competitive Advantage
India's Digital Personal Data Protection Act is now fully operational, and it applies to all organizations that process the digital personal data of individuals in India. Read five recommendations for CIOs to respond.
Blog
Act On Real-Time Insights With A Consumer Intelligence Platform
Consumer intelligence platforms help marketing and consumer insights leaders leverage real-time insights to better understand their customers (current and prospective), refine their marketing and product strategy, and monitor and manage their brand’s reputation. Learn some of the top use cases for these platforms in this preview of our new report, The Consumer Intelligence Platforms Landscape, Q4 2025.
Blog
From Prompts To Presents: The Marketer’s Guide To Answer Engine Optimization
Answer engines such as OpenAI’s ChatGPT and Google’s AI Mode will deliver convenience to holiday shoppers. Brands: Provide resonant, technically sound, fresh content to improve your chances of persuading shoppers throughout their journeys on answer engines’ results pages.
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Microsoft Ignite 2025: Living The Frontier Lifestyle
At Microsoft Ignite 2025, Microsoft outlined a vision for the “frontier” organization: one dramatically transformed through AI and AI agents. Learn about some of the major announcements and our analysis here.
Blog
TBM Conference 2025: Why IT Finance Leaders Must Act Now
I just got back from TBM Conference 2025 in Miami, where more than 800 practitioners, vendors, and consultants gathered to discuss the future of technology business management (TBM). The message was clear: TBM is more approachable than ever before. It’s also becoming a foundation for cost transparency and value alignment outside of IT. Here are […]
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Death, Taxes, And Estate Settlement: The Unholy Trinity Of Stress
When it comes to estate settlement, customers want three things from their banks: clear guidance, responsive service, and digital tools that work. Banks have an opportunity to step up and make estate settlement less painful. Find out how to get started.
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The Race To Agentic Payments: Where We Are Now In US B2C E-Commerce
This blog answers five key questions about agentic payments and provides a timeline of key events in agentic commerce and AI-assisted payments.
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Cloudflare’s Outage: Another Wake-Up Call For Cloud Resilience
Some of the biggest online platforms in the world were recently knocked offline by an automatically generated configuration file that grew too large. In a world plagued by security threats, operational failures can still happen even in your favorite cloud service. Find out why and how to reduce your risk.
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Announcing The Forrester Wave™: Digital Experience Platforms, Q4 2025
You’re already feeling it. Each vendor’s site is a live demonstration of its platform’s capabilities. Optimizely leans into experimentation-led personalization; Adobe’s Experience Platform is orchestrated with precision; Salesforce blends CRM depth with conversational interfaces; Sitecore showcases agentic flows that guide content and conversion. These aren’t static pages. They’re dynamic systems that anticipate your needs, route […]
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Make Better AI-Enabled Customer Decisions With Real-Time Interaction Management Software
In an ideal world, brands would focus on ensuring that their customers realize value. But organizations struggle with cross-functional collaboration, conflicting team metrics, and strategies that prioritize revenue growth over total experience. And that’s just the business side — technology infrastructure can be just as problematic. Although there’s no simple solution, investments in real-time interaction […]
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Predictions 2026: Cloud Outages, Private AI On Private Clouds, And The Rise Of The Neoclouds
Cloud in 2026 will be defined by two major races: the hyperscaler race to build AI-native cloud infrastructure and the enterprise race to craft meaningful AI strategies. Our predictions break those down.
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In Times Of Supply Chain Volatility, Logistics And Fulfillment Take Center Stage
Thanks to concerns about tariffs and geopolitics, Forrester clients are expressing a keen interest in the impact of technology on fulfillment. You might have seen that we wrote about the rediscovery of route optimization and the emergence of transportation grids in earlier research. But now our clients ask: 1) Are parcel freight and less-than-truckload (LTL) […]
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