Age of the Customer
Insights
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Elite B2C Marketing Processes Operate Like Spain’s National Soccer (Football) Teams
When Spain’s women’s and men’s national soccer teams won consecutive FIFA World Cup titles in 2023 and 2026, their victories were not just the result of a single brilliant goal over England and Argentina, respectively. La Roja’s historic back-to-back World Cup wins reflect a disciplined system ingrained early in Spain’s youth soccer academies: a clear […]
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The Future Of (Enterprise) Software
I have spent much of this summer working with my colleague Joe Cicman on a deceptively simple question: What happens to enterprise software when AI makes software creation abundant? Last week, Joe presented the first evolution of our thinking at Forrester’s Technology & Innovation Forum in Austin. Next week, I will bring the conversation to […]
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Paramount–WBD Settlement Leaves Consumers Bracing For Higher Prices
Seven months ago, Paramount outbid Netflix for Warner Bros. Discovery and set off one of the most dramatic merger battles Hollywood has seen in years. What followed was a real-world season of Succession: shareholder votes, global regulatory approvals, an antitrust lawsuit, a March 2027 trial date, failed settlement talks, public pressure campaigns, and threats to […]
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Will AI Eliminate Enterprise Architects?
Every few years, enterprise architecture (EA) faces an existential question. Agile development raised it. Cloud computing raised it. Product operating models raised it. Now AI raises it again. As generative AI and autonomous agents begin interpreting requirements, designing architectures, writing code, producing documentation, generating standards, and analyzing portfolios, architecture leaders are asking whether the profession itself […]
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Predictions 2027: Big Media Growth Engines Hit The Limit And Pivot
A decade of media growth is giving way to a period of reinvention. Forrester’s 2027 predictions reveal how leading media and technology firms will adapt as subscriptions slow, search evolves, and AI transforms consumer discovery and advertising.
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Frontier AI Labs Are Out Of Pace With The Realities Of Enterprise AI
Anthropic CEO Dario Amodei’s essay this past weekend, “We Must Pace the Frontier,” argues that the AI industry should slow the pace of frontier model advancement until safety, oversight, and alignment mechanisms can catch up. His proposal includes embedded third-party evaluators inside AI labs, industrywide safety coordination, and possibly government-backed limits on AI capability development. […]
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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 […]
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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 experiences, the “ChatGPT effect” is raising expectations for the software that helps organizations understand them. This is a deliberately selective Forrester Wave: With only a small set of vendors included, […]
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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 […]
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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 […]
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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 […]
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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.
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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.
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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.
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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 […]
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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.
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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 […]
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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.
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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.
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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 […]
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