Age of the Customer
Insights
Blog
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.
Blog
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 […]
Blog
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: to drive Coupa’s vision and strategy around the “Network Effect,” in which buyers and sellers seamlessly interact with AI as […]
Blog
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.
Blog
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 […]
Blog
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 These efforts typically focus on inventories, redundancy, and retiring outdated systems.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) […]
Blog
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 […]
Blog
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 […]
Blog
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.
Blog
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.
Blog
Build The Human Foundations Before You Scale AI
CX Summit EMEA explored the real AI opportunity: building trust, strengthening foundations, and reimagining experiences — not just making them more efficient.
Blog
The CLM Market Has A Messaging Problem, Not A Capability Problem
If you’ve ever tried to meet someone “at Ray’s Pizzeria” in Manhattan, you already understand the contract lifecycle management (CLM) market. “Original Ray’s.” “Famous Ray’s.” “World Famous Original Ray’s.” Same name, similar awning, very different experience. That’s CLM right now: Vendors sound alike, but they’re not built alike. Diverse Functionality, Copy-Paste Claims Every vendor is […]
Blog
Reimagining Client Experience Through AI-Powered Product Innovation
Generative AI has moved beyond hype to fundamentally reshape how work gets done. See how Forrester is applying AI to its own business — embedding trusted insights into everyday workflows to help clients make faster, better decisions with confidence.
Blog
Total Experience Score, 2026: Growth Breaks When Experiences Fragment
The brands pulling ahead aren’t optimizing brand, customer, and employee experience in isolation — they’re aligning them into a system that drives measurable growth. Forrester’s 2026 global Total Experience Score and research show that when promise, delivery, and the people behind both move in sync, companies build strong, sustainable momentum.
Blog
Forrester’s EX Index Completes The Total Experience Picture
Most organizations manage employee, customer, and brand experience in silos, obscuring how they connect to influence business outcomes. Forrester’s new EX Index reveals how employee experience shapes brand equity, customer loyalty, and growth.
Blog
Highlights From UserTesting’s Crafted 2026: Build Fast, Build Right
On May 28, we joined the research community at UserTesting’s Crafted event in Seattle. The energy was palpable, with passionate researchers and designers eager to evolve their craft responsibly and effectively in the age of AI. A clear takeaway of the event was that building fast doesn’t matter if you’re not building the right thing. As AI makes creation easier, decisions […]
Blog
Agentic Software Development Takes The Lead: From Code Assistants To Orchestrated SDLC Agents
So far in 2026, software development has already crossed a clear threshold. GenAI is no longer just helping developers to write code faster; it is reshaping how software is planned, built, tested, and delivered. Forrester’s recent report on The State Of Agentic Software Development, 2026 shows that TuringBots are now becoming agentic, not just AI […]
Blog
Money20/20 Europe 2026: Intelligent Finance Takes Shape
Money20/20 Europe 2026 reveals how agentic AI, programmable money, and trust are reshaping finance into an intelligent, AI‑driven ecosystem.
Blog
Have We Turned The Corner On CX Quality?
While North America shows early signs of recovery following the last few years of decline, the picture elsewhere remains less clear. Read the main takeaways from our 2026 global Customer Experience Index rankings.
Blog
Forrester’s 2026 BX Index™ Rankings: North American Brands Make Gains; Europe And Asia Are More Constrained
Forrester’s 2026 Brand Experience Index reveals where brand perception is strengthening and where it’s stalling. Read about the high-level shifts across regions and industries this year.
More posts