Age of the Customer
Insights
Blog
Redesign B2B2C Digital Strategy For The AI Era
AI is compressing consumer discovery, decision-making, and service into fewer, faster, and increasingly invisible moments. Answer engines and AI agents now decide what customers see — or don’t. Long-standing assumptions about how brands (the first “B”), intermediaries (the middle “B”), and customers (the “C”) create value no longer apply. Rather than layer AI onto existing […]
Blog
Marketplace Platforms Aren’t One Market Anymore: Announcing Forrester’s Two Landscapes For 2026
Marketplace platforms no longer represent a single-category decision for enterprise buyers. The market is bifurcating into two operating models (or enterprise motions) that define how value is created, delivered, and measured: digital services (“bits”) and physical goods (“atoms”). To reflect this shift, we published two reports that align to a distinct buyer and consideration set: […]
Blog
If Your Employees Aren’t Ready For AI, Neither Is Your Business
Success with AI rests on having a workforce that’s equipped and excited to use it. Forrester’s recent experience launching an AI learning program offers some valuable lessons.
Blog
Announcing The Forrester Wave™: Governance, Risk, And Compliance Platforms, Q2 2026
Check out the latest Forrester Wave™ evaluation of the governance, risk, and compliance platforms market and its findings.
Blog
Financial Well-Being Is Under Pressure — A Strategic Priority For Banks
Financial well-being is under pressure — learn how banks can drive growth, trust, and resilience by embedding proactive, personalized digital experiences.
Blog
AI Is Rewriting Financial Guidance — Are Financial Services Firms Keeping Up?
For years, financial services firms have provided content-heavy, generic guidance, often leaving consumers to do the hard work of translating information into financial decisions. AI is changing that dynamic. Nearly half of Gen Z and Millennial US online adults who invest and are aware of AI are comfortable with investment firms using AI to provide […]
Blog
The Convergence Of Software Asset Management And SaaS Management
Software asset management (SAM) and SaaS management emerged to address different software delivery and licensing models. SAM focuses on on‑premises software, contractual compliance, and audit risk, while SaaS management developed to provide visibility into subscription usage and decentralized cloud adoption. As enterprise software environments have evolved, these categories increasingly overlap, driving convergence across tools, processes, […]
Blog
Strategy: Some Assembly Required (Part 1)
I’m Joe Schiavone. Last time, we talked about roadmaps, remember? The best ones are built to come apart on purpose, with the goalposts already moving while you’re still drawing the diagram. A bunch of you reached out after that one (thank you, by the way), and the question that kept landing in my inbox was […]
Blog
Stripe Sessions 2026: Stripe Is Rearchitecting Payments For An Agentic AI Economy
Stripe announced 288 products at Sessions 2026. Impressive on its own — but what struck me more was the thesis holding them together: Payments are evolving from transaction infrastructure for humans into programmable, continuous infrastructure for machines. Stripe is aligning its platform to support this shift. Three moves — stablecoins, streaming payments, and Stripe Radar […]
Blog
Most B2B Marketing Organizations Are Not Short On Activity — They’re Short On Learning
Campaigns keep shipping. Dashboards keep glowing. But scratch the surface, and a harder truth emerges: Many teams repeat last year’s playbooks while markets, buyers, and channels move faster than they do. The risk is not doing too little. It is learning too slowly. That risk is rising. The majority of firms now default to playing it safe, […]
Blog
Qualtrics Buys Press Ganey Forsta For $6.75 Billion … So Now What?
Back in October of last year, we blogged about Qualtrics’ planned acquisition of Press Ganey Forsta and what that would mean for clients of Qualtrics, Press Ganey (PG) Forsta, and InMoment, both inside and outside of the healthcare industry. Now that the deal is done, $6.75 billion later, there’s even more to discuss, so let’s […]
Blog
Europe Economic Outlook, 2026: Energy And Geopolitical Headwinds Weigh On Growth
In 2026, energy and geopolitical headwinds will weigh on European economic growth. Learn more to understand the outlook and implications.
Blog
Everlane Is The Next Millennial Brand To Fall
The Next Millennial Domino Falls When reports emerged that SHEIN had acquired Everlane, the other shoe dropped. Like the recently departed Allbirds, Everlane was once the poster child for a new kind of Millennial consumerism. It promised radical transparency, clean design, ethical sourcing, and a rejection of disposable fashion culture. Along with a generation of […]
Blog
Announcing Forrester’s 2026 Security & Risk Enterprise Leadership Award
Have a great story about leveraging security, privacy, and risk management to drive trust, resilience, and responsible innovation? We'd love to hear from you.
Blog
A Peek Behind The CX Forum Curtain: Five Questions With Host Rick Parrish
Rick Parrish, Forrester research director and CX Forum emcee, gives us a preview of what to expect this year and shares what he’s most excited about.
Blog
From My Work With CX Leaders: Three Shifts Defining 2026
The CX discipline is changing, not fading. These were the takeaways from my recent conversations with CX leaders.
Blog
Celonis Buys Ikigai Labs To Provide The Context Engine For Enterprisewide AI Adoption
Celonis just announced its intention to acquire Ikigai Labs, a San Francisco-based start-up focusing on AI-powered decision intelligence. Ikigai Labs specializes in software for complex forecasting scenarios based on large graphical models, working closely also with the Massachusetts Institute of Technology (MIT). This acquisition will bring together Celonis’ process intelligence graph technology with Ikigai Labs’ […]
Blog
The Team Advantage At CX Forum West: Learn Faster, Align Better, Execute Sooner
Shared learning increases the odds of alignment and follow-through. Discover how CX Forum West brings CX, B2C marketing, and digital teams together to translate insights into priorities and accelerate execution.
Blog
The Team Advantage At CX Forum East: Learn Faster, Align Better, Execute Sooner
Time away from the office is challenging. Learn how CX Forum East helps teams return aligned, decisive, and ready to execute their CX strategy faster.
Blog
Anthropic Raises The Stakes For Digital Wealth Management Platform Vendors
Anthropic’s latest move — agent templates for various finance and client coverage functions — is part of a broader trend toward more intelligent, largely autonomous, and context-aware multiagent systems that are redefining the financial services industry’s digital operating models. By right, Anthropic is just following its growth playbook by creating industry-grade applications it can “sell” […]
More posts