Age of the Customer
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As Agentic Commerce Emerges, Services Providers Are Rewriting Commerce Playbooks End To End
The Forrester Wave™: Commerce Services, Q1 2026 reveals how commerce services providers are rewriting long-standing commerce strategy playbooks and prompting business leaders to reach today’s buyers through AI-powered commerce transformations.
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Ten Can’t-Miss Experiences For Marketers At B2B Summit North America
The Summit agenda is designed to help marketers meet the challenges and complexities of this moment — but the overall experience delivers so much more. Here’s a sneak preview.
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Build The Experience AI Can’t: Announcing Forrester’s 2026 CX Events
As every brand races to deploy the same AI tools, the differentiating factors will be the people using those tools and the experiences they create. Our 2026 CX events will equip you to build experiences that win trust and lasting loyalty.
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Will AI Eat Your Revtech Stack?
For RevOps leaders, the challenge isn’t predicting which of the narratives on what the future holds is right — it’s avoiding reactive decisions based on incomplete signals.
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Hello Again! Bhusri Is Back Behind The Workday Wheel
What We Know Workday just announced its new CEO, and, well, he isn’t really new at all. Aneel Bhusri is returning as CEO after two years as executive chair. The move follows a turbulent period for enterprise SaaS stocks, with Workday shares down more than 20% year-to-date (2026) and significantly declining since the start of 2025, […]
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Enterprise Architecture, Policy, And The Enduring Question Of Line Versus Staff
From time to time, Forrester publishes what we call accelerate content: material intended not to explain why something matters but to help organizations actually do it. Our newly updated enterprise architecture (EA) policy falls squarely into this category. We usually don’t blog about this kind of material. Policies are not aspirational. They are not trend‑driven. […]
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From Pandemic Peak To Practical Reality: The New Virtual Event Landscape
Virtual events aren’t disappearing — but they are transforming. Forrester data shows that while a majority of marketers believe that virtual events are a permanent part of their event mix, the pandemic days of multiday, multisession virtual events are long gone. Instead, marketers are focused on simpler virtual events, with 43% planning to run more […]
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US Tech Forecast 2026 For Retail: Make Every Tech Dollar Count
With planned budget increases aimed at modernizing infrastructure and adopting AI at scale, retail leaders must ensure that every investment improves profitability, business resilience, and customer value.
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The US Government Tech Market Enters A New Phase Of Change
Though US government tech spending will grow modestly this year, the context is one of profound technological realignment. Our forecast report highlights three forces defining how the world’s largest public-sector technology market will evolve in 2026 and beyond.
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FinovateEurope 2026: From AI Hype To Bank‑Ready Execution
FinovateEurope 2026 marks the shift from AI hype to bank‑ready execution, with agentic AI, fraud intelligence, and governed innovation.
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Fortune 500 CEOs Move AI To The Center Of The Growth Agenda
After three years of genAI investment, the CEOs of public companies have begun disclosing the investments and impact on their companies. We examined the Q3 2025 earnings transcripts of 20 public companies in retail, financial services, and manufacturing — including Walmart, Bank of America, Capital One, Lowe’s, Thermo Fisher Scientific, and Kraft Heinz — and […]
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US Insurance Tech Spending 2026: From Modernization To Intelligence
Forrester projects that industry technology spending will increase by $173 billion in 2026 — up 7.8% relative to last year. For insurers, technology is no longer only about modernization; it’s about intelligence, efficiency, and differentiation.
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US Tech Forecast For Healthcare: Demand For Personalized, Connected Care Accelerates Spending
With rising levels of investment comes a clear mandate for healthcare leaders: Ensure that every dollar improves outcomes, resilience, or the patient (and employee) experience.
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From AI To Tight Ends: Super Bowl LX’s Growth Winners
Another Super Bowl in the books, and we’re left asking ourselves questions like, “Who had a better night — artificial intelligence or the Backstreet Boys’ agent?” While the industry makeup of Super Bowl ads shifted, some things never change — like the use of spokes-animals and celebrity-fueled ’90s nostalgia, plus the need for advertisers to […]
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US Financial Services Tech Spending Hits $495 Billion
Financial services firms are increasing tech spending faster than the market average, signaling a deliberate bet that technology is a strategic lever and not a discretionary cost.
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US Economic Outlook, 2026
The US economy performed better than consensus expectations in 2025, despite tariff-related uncertainty. Yet even with fewer headwinds, there are potential speed bumps that organizations must take into account.
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Hands On, Heads Up: Why B2B Leaders Who Embrace Active Learning Get Ahead
The B2B environment is evolving faster than most organizations’ operating models. AI-driven buyer autonomy is restructuring how demand is created and captured, content development is increasingly decentralized, and partner ecosystems are expanding, with expectations for cross-functional alignment across marketing, sales, and product rising. Leaders are expected to respond to these shifts while still delivering predictable, […]
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From Care Continuity To Care Convenience: The Shift In Trends
For decades, the healthcare industry assumed loyalty was a given. Patients would stay with the same doctor, visit the same clinic, and tolerate confusing phone trees, long wait times, limited hours, and siloed experiences. But the ground has shifted. Consumers today live in a world where personalization and convenience are becoming the norm, not the exception. […]
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A Listen Back: The Must-See Performers Headlining Forrester’s Must-Attend Events
Over the years, we’ve been fortunate to have some of music’s greatest icons grace the stage at our events. Here, we take a look back.
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How To Gamify Your Next Workshop
How To Use Play, Props, And Pre-/Post-Engagement To Turn In-Person CX Days Into Culture-Changing Moments Games are as old as we are as people. Games give us a way of making sense of the world and of creating social interactions. They spark motivation, curiosity, and can frame everyday situations in more intellectually stimulating ways. Gamification […]
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