Age of the Customer
Insights
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Google Goes All-In: An AI-Operated System, Not AI-Assisted Products
Will Consumers And Marketers Follow? Three years ago, Google was on the defensive. ChatGPT reset expectations for search experiences and Microsoft gained early momentum with its investments in OpenAI. Today, the answer engine race continues, but Google is back in pole position. Even with new market diversification thanks to OpenAI and Anthropic, Google remains the […]
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Cisco’s Platform Push: Big Vision, Real Questions
I wasn’t on the ground at Cisco Live in Las Vegas this year, but I stayed closely plugged in, comparing notes in real time with Joseph Blankenship, Carlos Rivera, and James Plouffe, who were navigating the show floor, breakout sessions, and keynotes (their blog on Cisco Live 2026 is coming soon!). My own take is […]
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It’s Time To Elevate Journeys Into Decision Systems
You already have journey maps. That’s not the problem. Last week, in a portfolio discussion, a team reviewed a backlog of work that was worth millions. What was missing? A clear view of which customer journeys they were improving — or breaking. When CX teams position journeys as tools or CX deliverables, they circulate journey insights […]
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Tackle Enterprise AI’s Hardest Question At Forrester’s AI Forums
Many AI efforts stall at experimentation. At Forrester’s AI Forum 2026, technology leaders will learn how to architect context, intent, and skills into an operating model that turns AI activity into measurable business outcomes.
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Building The Human Foundation For AI At CX Forum East
AI raises the stakes for experience leaders. Insights from CX Forum East show that without trust, strong data, and prepared teams, AI simply scales what’s already broken — but with the right foundation, it can unlock entirely new kinds of customer experiences.
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Call For Entries: Forrester’s B2B Forum EMEA 2026 Awards
Has your B2B organization successfully navigated complex buying dynamics to achieve results? We’d love to hear from you if so. Share your story for a chance to be honored at our B2B Forum EMEA in London.
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Governance: New Strategy, Old Hands On The Wheel …
You know the pattern: I show up, tell a story from a seat I actually sat in, and we get into what it takes to lead technology when the official playbook and the real one are two different documents. Today’s topic is governance, which I realize is not the word that makes anyone lean in. Nobody pitches “Let’s talk about […]
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US Health Insurers Show Experience Improvements
Forrester’s 2026 health insurer experience rankings signal the end of a prolonged decline — but it’s too soon to declare victory just yet. Read the takeaways from this year’s report.
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Announcing The Forrester Wave™: Accounts Payable Invoice Automation Software, Q2 2026
I’m thrilled to announce the publication of The Forrester Wave™: Accounts Payable Invoice Automation Software, Q2 2026! This is the second edition of this evaluative research (you can find the first here). This report helps our clients navigate the complexities of the rapidly evolving finance automation market and offers insights into how fast-evolving agentic AI […]
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US Banks’ Total Experience Is Improving, But Most Still Have Work To Do
Improvement is real in US banking — but fragile. Forrester’s 2026 Total Experience Score rankings show that gains in customer experience and brand perception are driven by better execution of the basics, not bold transformation. Sustaining that progress will depend on closing gaps in clarity, advice, and employee enablement.
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Consumers Aren’t Ready To Delegate Payments To AI Agents
AI agents may soon be able to shop and pay on consumers’ behalf. But today, most consumers aren’t willing to hand over the keys — trust is the real barrier. Learn more.
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Fox Makes $22B Roku Acquisition Bet
And just like that, another major streaming consolidation deal is in the works. Fox Corp. has agreed to acquire Roku in a $22 billion cash-and-stock deal, bringing together one of the largest owners of live sports and news with one of the most widely used connected TV platforms. The deal gives Fox access to more […]
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Coupa’s Inspire 2026 Unveils A Strategy And Acquisition Spree To Build The Autonomous Spend Management “Network”
I recently attended Coupa’s Inspire 2026 in Las Vegas, the company’s flagship event bringing together C-suite executives and key decision-makers across procurement, finance, and supply chain operations. This year’s event focused on two core messages: driving Coupa’s vision and strategy around the “network effect,” in which buyers and sellers seamlessly interact with AI as the […]
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A Fake PLG Strategy Is Exposed Through Your Digital Commerce Experiences
Most B2B companies claim product-led growth, but their digital commerce experience tells a different story. Here’s why PLG fails in execution — and how to fix it.
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Conway’s Law: Your Operating Model Matters More Than The AI Model
I love an axiom, something easy to remember, fast to say, and punchy enough to stick. With my older boys, I’ve often said, “If in doubt, don’t.” With my younger son, who is autistic, I say, “Stay close; stay safe.” These are short phrases with big truths, the kind that helps in the moment when […]
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Turn Application Portfolio Rationalization Into A Continuous Optimization Capability
Many enterprises have invested heavily in application portfolio rationalization (APR) to regain control of sprawling application estates. These efforts typically focus on inventories, redundancy, and retiring outdated systems. While necessary, APR alone rarely sustains executive attention or supports long‑term digital and AI ambitions. To move beyond episodic cleanup, firms must adopt application portfolio optimization (APO) […]
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Healthcare And Life Sciences: Turning AI Momentum Into Lasting Value
Healthcare and life sciences (HCL) firms are moving fast on AI — much faster than expected. But so are consumers. From domain-specific AI tools to enterprisewide ambient technology integration, accelerating drug discovery, and connecting medical records and health apps for a more personalized experience, the momentum is real. The promise is also real: AI is […]
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How To Build A Loyalty Team That Scales With Your Program
Brands continue to see the value in developing deeper relationships with their customers through loyalty initiatives, but investment typically flows toward technology, rewards, and promotions, with less focus on what drives differentiated experiences, personalized engagements, and emotional loyalty. This isn’t surprising, given that loyalty is both an art and a science, and it’s much easier […]
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OpenAI’s Proposed IPO Opens A Trifecta Of Opportunities For It, But Don’t Lock In Just Yet
OpenAI’s IPO move, paired with its latest manifesto, highlights a race to win consumers, automate enterprises, and advance toward AGI. For business and technology leaders, the implication is clear: Accelerate AI adoption, avoid lock-in, and focus on capabilities, not vendors, as the competitive landscape shifts.
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Your AI Bill Is A Context Problem
AI cost controls are solving the wrong problem. The real challenge is context debt—and until organizations manage it, spend will rise faster than value.
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