Age of the Customer
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Predictions 2026: Smaller Players Emerge Through Cracks In Media’s Triopoly
For years, the Google, Meta, and Amazon triopoly has dominated media budgets, each reigning supreme in its respective category. But cracks are forming in this once impenetrable structure. The rise of AI-integrated search engines such as ChatGPT, Gemini, and Perplexity is fundamentally altering how consumers search, shop, and connect. Meanwhile, platforms like Reddit and Threads […]
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Six Steps To Create Intentional Consumer Personalization Programs
While “personalization” remains a hot topic for organizations, consumers feel lukewarm about personalized interactions. Most organizations are struggling to deliver relevant and valuable moments that resonate with their target audiences. To succeed, organizations must better understand consumer appetite for personalized interactions, define a vision, develop a strategy, audit their data, coordinate technology, and have a measurement plan.
What It Means: A Forrester Podcast
Forrester analysts provide their perspectives on the latest business and technology headlines.
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Should B2B Brands Embrace Reddit?
Reddit’s recent partnership with G2 signals a new era for B2B brands and their buyers — one where community credibility becomes just as important as traditional content and SEO. Community spaces present both opportunity and risk, so B2B brands need to approach them strategically.
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APAC Leads Global AI Adoption, But Regional Strategies Diverge
Four of the top five countries in Anthropic’s 2025 AI Usage Index come from Asia Pacific (APAC). Singapore, Australia, New Zealand, and South Korea lead most North American and European countries in enterprise AI adoption. Our latest report, AI Adoption Across Regions, 2025, using data from Forrester’s State Of AI Survey, 2025, explains why. APAC […]
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Predictions 2026: AI Agents, Changing Business Models, And Workplace Culture Impact Enterprise Software
In 2026, enterprise applications will move beyond the traditional role of enabling employees with digital tools to accommodating a digital workforce of AI agents. Tech leaders will be forced to decide how far to go in digitizing business processes and orchestrating workflows independent of human workers.
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Forrester’s B2B Summit EMEA Reconfigured And Reenergized
At Forrester’s recent B2B Summit EMEA, leaders from across marketing, sales, product, and demand didn’t just observe change — they confronted it. From generative AI and shifting buyer expectations to the rise of dynamic buying networks, the event delivered the frameworks and clarity needed to thrive in a rapidly evolving landscape.
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Introducing Forrester’s OASIS Framework For Outcome-Driven Infrastructure
The infrastructure landscape is at a crossroads. As AI agents and automation reshape business operations, traditional infrastructure — often rigid, slow, and siloed — can no longer keep pace with the demands of modern enterprises. Learn how Forrester's new OASIS Framework for outcome-driven infrastructure platforms can provide the vision for how technology leaders should build infrastructure for the agentic AI era.
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Predictions 2026: Software Development Goes From Jamming To A Full Orchestra
If software development was music, generative AI would be rewriting the score. Learn how the tune will shift in the coming year.
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Site Search’s Seasonal Shift: The Toolkit To Adapt To Customer Holiday Behaviors And Needs
What shoppers need from their favorite retailers changes during the holiday season. Learn how to optimize your site search accordingly.
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Designing Digital Products And Experiences That Delight: A Blueprint For Speed, Quality, And Customer Impact
Successful digital products and experiences evolve rapidly to meet shifting customer expectations and leverage emerging technologies — delivering outcomes that customers value. This report outlines how organizations can design and deliver superior digital experiences by adopting a structured design framework and embracing modern development practices.
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GitHub Universe 2025: Is Microsoft Eating GitHub, Or Is It The Other Way Around?
Would GitHub’s formal transition from individual subsidiary to part of Microsoft’s CoreAI division change the vibe at this year's event? We found out.
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Predictions 2026: Consumers Find Connection In Unexpected Places
In 2026, consumers will crave connection beyond the traditional sources. In the year ahead, they will seek out offline connections while making synthetic friends. Find out more in our 2026 predictions for consumers.
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Predictions 2026: The Year AI Tests The Heart Of Healthcare
In 2025, the healthcare industry experienced significant shake-ups, including the fracturing of vaccine policy and rapid innovations in digital health, all against a backdrop of eroding trust and customer experience. In 2026, we see persistent headwinds in the form of volatile policy changes, deteriorating access to care, and unchecked AI risks. Find out more in our 2026 healthcare predictions.
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Why You Can’t Deliver Value: The Customer Is “Neo,” Not You
You can’t “deliver” value to customers. Customers cocreate value within their value network. Learn how to separate the myths from the truths when it comes to value creation.
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Shifting From Creator Tools To Creative Participation: Adobe MAX Takeaways
Creativity has always extended beyond creative and content teams. But for years, many marketers and other employees lacked the tools, time, or skills to participate fully in shaping ideas and content. I just attended Adobe MAX 2025 and now see that reality changing. Adobe’s latest innovations aim to close those gaps by enabling anyone involved […]
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Cognite Lets Customers Demonstrate The Power Of Industrial AI
Like many of its peers and competitors, industrial software provider Cognite talks a lot about AI. But unlike some competitors, Cognite has real customer deployments — at scale — to talk about and used its recent Impact event in Houston to showcase them.
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Predictions 2026: Retail’s Flight To Profitability
The retail landscape is entering a period of profound transformation, where profitability will no longer be optional but instead essential for survival. The combination of persistent high interest rates and technological disruption will create a challenging environment across all retail sectors — from low-margin categories such as grocery to high-margin ones like apparel.
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AI Doesn’t Fix Bad Processes — It Amplifies Them
In the rush to adopt AI and drive growth, many B2B organizations overlook the one thing that makes it all work: process. Discover why fixing broken processes is the key to scalable success.
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AWS Outage, Nexperia Seizure, And The EU’s Cloud Sovereignty Framework: The Battle For Digital Sovereignty Is On!
In times of calm, but especially in times of chaos, risk management strategies and their execution must be dictated by context and control. Prioritizing key risks and crafting appropriate responses is essential to keeping the business going.
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Predictions 2026: The “Agentic Commerce” Race — And Some Potential Regrets — In Digital Commerce
Digital leaders get a sneak peek into what's coming in the year ahead by reading three of our predictions for digital commerce in 2026.
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