Age of the Customer
Insights
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Inside The Elite And Team Advantage Experiences At B2B Summit North America
Learn how Elite and Team Advantage Team Experiences help groups attending B2B Summit North America align, collaborate, and leave with clear priorities.
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Beyond the Wave: What Customers Really Think About Autonomous Testing Platforms
We spoke with 37 enterprise customers using Autonomous Testing Platform tools. The findings, published in our new report, “Buyers Guide: How Customers Experience Autonomous Testing Platforms,” reveal a nuanced picture: real progress, tempered by uneven adoption and evolving expectations.
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Power Growth With Synthetic Data — Lessons From Qualtrics X4
I spent time with Qualtrics at its March X4 event and came away with one big idea that I just can’t shake: synthetic data. For the uninitiated, synthetic data duplicates, mimics, or extrapolates from the real world but maintains no direct link to it. In the context of research, you’ll often hear of synthetic humans […]
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The CDO Role Has Changed — And So Has What “Good” Looks Like
The chief data officer role has matured. Today’s CDO must drive decisions, trust, and organizational change — not just deliver insights.
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Take Control Of Your AI Voyage — Your Customers Deserve It
AI represents a once-in-a-generation opportunity to redefine customer value and establish durable differentiation. Experimentation had its moment — what’s required now is committed leadership, sharper customer focus, and a clear sense of purpose.
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Announcing Forrester’s 2026 B2B Programs Of The Year Award Winners For North America
Our 2026 B2B POY Awards recognize companies that have raised the bar in marketing, revenue, product, and customer engagement. Get a preview of the stories they will share at B2B Summit North America.
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Announcing The Winners Of Forrester’s 2026 B2B Return On Integration Honors For North America
Cross-functional alignment has never been more important for B2B companies than it is right now. Get a preview of our ROI Honors winners and the alignment success stories they will share at B2B Summit in Phoenix.
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Designing For Two Customers: Why The New Battleground Isn’t UX; It’s Being Machine-Readable
Most financial services firms are still optimizing traditional web interfaces even as advice is shifting to conversational and agentic environments. A recent CX Cast episode examines the conversational strategies some banks are implementing as customers begin to embrace agentic in finance.
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How CommBank Blends Customer, Digital, And AI Leadership
Cowritten with Janis Teo, senior research associate Five months ago, I published a blog post about banking’s new power role, the chief digital, data, and AI officer, an executive mandate designed not just for a simple consolidation for efficiency but to unify digital, data, and AI around a single strategic vision for growth, decision-making, and […]
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What Oracle’s Layoffs Really Signal For B2B Marketing, Sales, And Revenue Operations
The framing of Oracle’s recent layoffs as an “AI replaces jobs” story is too simple. The real lesson for operations leaders isn’t to brace for AI disruption; it’s be ready when the operating model gets stress‑tested.
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KubeCon Europe 2026: The Not-So-Unseen Engine Behind AI Innovation?
At KubeCon Europe 2026, Kubernetes’ AI story shifted from “add support” to “rebuild the platform.” AI conformance, upstream GPU orchestration, shared inference blueprints, and in-platform governance are setting the new defaults.
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CMOs’ “AI Creative Leap”: From Making Ads To Designing Meaning
As AI absorbs execution at scale, creativity returns to its highest value. The brands that win will automate production while doubling down on insight, narrative, and the judgment that protects meaning.
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Siemens RXD Summit 2026: Industrial AI Shifts From Models To Systems, And China Is The Proving Ground
Last week’s Siemens RXD Summit (Real Meets Digital) in Beijing marked a strategic milestone for the company, not only as its first RXD technology summit but also as a clear signal of how central China has become to Siemens’ global industrial AI strategy. Siemens positioned China not just as a growth market but as a […]
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SAP’s Reltio Acquisition Forces A Choice For CIOs
The SAP-Reltio Deal Is About Who Controls Your Future Architecture We have seen a lot of M&A activity trying to capitalize on AI hype. SAP’s acquisition of Reltio isn’t that. Instead, the acquisition is a strategic, pragmatic shot by SAP to own the master data layer and make the future enterprise architecture more interoperable, particularly […]
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The State Of Stablecoin In Japan
In a recent conversation with Makoto Shibata (Head of FINOLAB and former managing director and head of the global innovation team at MUFG), I explored how stablecoins are evolving from crypto experiments into real financial infrastructure in Japan. The takeaway? Japan’s stablecoin ecosystem is no longer just living in paper and pilot. It’s real, regulated, […]
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Curated Connections, Lasting Impact: A Look Inside The Special Programs At Forrester’s CX Forum West
Focused networking through the special programs at Forrester’s CX Forum West creates relationships that expand and sharpen perspectives, driving meaningful impact well beyond the event itself.
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Curated Connections, Lasting Impact: A Look Inside The Special Programs At Forrester’s CX Forum East
Focused networking through the special programs creates relationships that expand and sharpen perspectives, driving meaningful impact well beyond the event itself.
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From Isolated Tests To Always-On Optimization: Insights From The Experience Optimization Solutions Landscape, Q1 2026
Experience optimization (EO) has moved well beyond isolated A/B tests on web pages. Today, organizations increasingly rely on EO solutions to respond to rapidly changing customer behaviors, deliver tailored digital experience in real time, and prove measurable business impact across digital journeys, products, and channels. We recently published The Experience Optimization Solutions Landscape, Q1 2026. […]
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The Flowchart Is Dead — Long Live The Flowchart
About a year ago, a few of my Forrester colleagues and I coined a joke term for the dominant pattern vendors were passing off as “agentic.” The term was “agentish,” and it described workflows that were largely comprised of deterministic, flowchart-driven processes with LLM-based components embedded in them. The “agents” in agentish systems had little […]
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Please Test Your AI Agents — Like, At All
Recent, public AI agent and bot failures have exposed the hazards of forgoing testing. Here’s what you should do before rolling out your own agents.
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