Age of the Customer
Insights
Blog
Your Office Space Is Talking: Are You Listening?
For years, smart building conversations have centered on connected sensors, automated systems, and operational efficiency. But the conversation is shifting. As organizations juggle hybrid work, sustainability mandates, and cost pressure, they’re taking a harder look at a deceptively simple question: How should we use our physical space? That question sits at the center of our […]
Blog
Takeaways From The Forrester Wave™: Customer Feedback Management And Analytics Solutions, Q3 2026
The Forrester Wave™: Customer Feedback Management And Analytics Solutions, Q3 2026 finds a market in transition. Just as the “Amazon effect” raised expectations for customer experience, the “ChatGPT effect” is raising expectations for the software that helps organizations understand them. This is a deliberately selective Wave: With only a small set of vendors included, the […]
Blog
Most AI Products Fail Before They’re Built
While most organizations are deploying predictive, generative, and agentic AI, few can directly connect those investments to revenue, customer outcomes, or profitability. As AI becomes cheaper and easier to build, the quality of the problem being solved becomes the primary determinant of value. Teams that measure success by releases, features, or utilization risk falling into […]
Blog
Seventy-Five Days After Launch, Open USD’s Payment Strategy Takes Shape
When Open Standard announced Open USD on June 30, 2026, the initiative quickly attracted attention in the payments and fintech industries. At launch, I argued in my blog post that Open USD was an important development but not yet a proven payment network. A strong roster of supporters can create momentum, but this does not […]
Blog
Back To The (Contextual) Future: It’s Still A Core Component In Consumer Personalization
First, for some context: AI is creating a resurgence for “context” in the industry lexicon. Large language models rely on context to understand intent, resolve ambiguity, and generate accurate responses. As consumers and organizations adopt new AI technology, context plays a key role in creating relevant customer-brand interactions. Organizations don’t need to know the most about […]
Blog
If Everyone Has AI, Where Will Advantage Come From?
The organizations that thrive won’t be those with the most AI. They’ll be the ones that best combine AI-generated insight with human experience and judgment to create customer value.
Blog
The Information Security Leader’s Guide To Security & Risk Forum 2026
From securing AI and modernizing identity to strengthening governance and resilience, security leaders face a rapidly expanding mandate. See how Security & Risk Forum 2026 can help you stay ahead of emerging challenges.
Blog
Qualtrics Bets On The Future Of XM; Most Companies Still Need The Foundation
Qualtrics is betting that AI can finally make predictive decisioning practical at scale. Whether customers realize that value, however, will depend less on the technology and more on whether they have the data, governance, and operating model needed to put those insights into action.
Blog
How Leading Organizations Are Rethinking B2B Event Strategy
B2B event teams are operating under increasing pressure. Budgets remain constrained, audience expectations continue to rise, and CMOs want clearer evidence that events contribute to business impact — yet not all event programs respond in the same way. Our analysis of Forrester’s Q1 2026 State Of B2B Events Survey reveals that the highest-performing organizations set […]
Blog
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 […]
Blog
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.
Blog
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.
Blog
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 […]
Blog
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.
Blog
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) […]
Blog
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 […]
Blog
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.
Blog
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.
Blog
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 […]
More posts