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Welcome Back, Peter Kim: Forrester’s VP, Principal Analyst Covering The AI-Enabled B2C Marketing Org
Blog
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 microdramas, […]
Blog
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 […]
Blog
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.
Blog
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 […]
Blog
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. […]
Blog
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, […]
Blog
B2B Will Be The Proving Ground For Agentic Payments
The discussion about agentic payments often starts with consumer shopping. But agentic payments may create value sooner in B2B, where transactions already operate within defined workflows, approval rules, and commercial relationships. Forrester defines B2B agentic payments as: Programmable, policy-governed payment flows in which AI agents act on behalf of businesses to initiate, authorize, execute, and […]
Blog
Amid Geopolitical Tensions, How Can Enterprises Drive Innovation Through Globalized Networks While Protecting IP? The Answer Is Innovation Sovereignty!
Innovation leaders partner with startups, universities, and all sorts of technology providers. The logic is obvious: No company can innovate fast enough on its own. Given current geopolitical situations like national protectionism and the AI arms race, there is an uncomfortable question hiding behind every partnership: At what point does collaboration start weakening the very […]
Blog
Stripe Is Acquiring OpenRouter To Control The AI Consumption Layer
On August 19, Stripe agreed to acquire OpenRouter in a deal valued at more than $7 billion. OpenRouter gives enterprise buyers access to more than 400 AI models through a single interface so they can compare, select, and switch models without building separate integrations for each provider. This is one of Stripe’s most ambitious moves […]
Blog
Claudeforce: The AI Interface Salesforce Never Built
Salesforce’s Claudeforce announcement ushers in a new era for CRM. This partnership establishes the technical and business connection to embed Sales Cloud data, workflows, and security controls directly into Claude Cowork through Salesforce-hosted MCP servers and plugins (with more Salesforce clouds promised in the future). Sales teams can now work directly within Claude Cowork instead […]
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Before You Build An AI-Powered Enterprise, Build Its Human Foundation
Organizations don’t organically mature into effective AI adoption. At CX Forum West, Colleen Fazio explained how companies can build a solid human foundation in which they can ground their AI initiatives.
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Before You Build An AI-Powered Enterprise, Build A Human Foundation
Organizations don’t organically mature into effective AI adoption. At CX Forum East, Colleen Fazio explained how companies can build a solid human foundation in which they can ground their AI initiatives.
Blog
Service Providers Are Acquiring Their Way To Relevance And Survival In An AI-Powered World
Service providers from Accenture to Wipro and beyond are on the acquisition march. As Darwinian creatures born to survive, providers have a long history of buying what they need. Today, that means they are buying asset-centric firms to survive AI disruption and gearing up for the complex work of AI transformation. We recently published a […]
Blog
Does Your “Agent Governance” End Up Governing Everything But The Agent Itself?
Most enterprises govern the systems around AI agents, not the agents themselves. They control credentials, log tool calls, and route high-risk actions to a human approver. These are useful controls, but they were designed for software that follows instructions. Agents reason at runtime, and that reasoning can turn compliant actions into a noncompliant outcome that […]
Blog
It’s Time To Dive Deep Into US Health Insurers’ Brand, CX, And Trust Data
In June, we shared a high-level view of total experience for US health insurers. Since then, we’ve dug deeper into the data to uncover what separates leaders from laggards across brand experience, customer experience (CX), and trust. The result is three new reports that explore the key forces shaping each area and reveal where insurers […]
Blog
Basware’s Trustpair Acquisition Extends B2B Fraud Management Coverage
Generative AI (genAI) is changing the economics of B2B fraud. It enables criminals to create convincing supplier communications, impersonate executives, fabricate documents, and personalize business email compromise attacks faster and at lower cost. Agentic AI can push this further by automating multistep activities, such as researching targets, generating messages, and adapting outreach at scale. The […]
Blog
Security & Risk Leaders: Build Trust, Resilience, And Control In The AI Era At Security & Risk Forum
The security singularity is here. AI is accelerating change faster than traditional security and risk practices can keep up. Learn how to build the trust, governance, resilience, and accountability needed to manage AI-driven risk, prove assurance, and lead confidently in the next era of security and risk.
Blog
Turn AEGIS Controls Into An Agentic AI Security Stack
Agentic AI creates control, technology, and purchasing problems. Security leaders need to know the controls that they must satisfy, the technologies that can satisfy them, where existing tools already provide coverage, and where a new investment actually fills a gap. Far too often, we see clients conducting that process in reverse order … trying to […]
Blog
The Next Evolution Of AI Will Rely On Context Layers
The promise of neurosymbolic AI — which combines neural network pattern recognition with rule-based reasoning — will only be possible when underpinned by trusted, governed business context. Context has become a buzzword, with terms like semantics, ontology, semantic layer, knowledge graph, and context layer being used interchangeably. Enterprises need a clearer definition of what they […]
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