Age of the Customer
Insights
Blog
Why An AI Event Strategy Is Becoming A Leadership Issue, Not A Technology One
B2B event teams are operating under sustained pressure. Budgets are constrained, audience expectations are evolving, and large volumes of event content and data remain underused. At the same time, leaders are under pressure to demonstrate clearer impact from every event they run. AI offers a way to respond to these pressures. It can improve team […]
Blog
From Two Teams To One Conga Line: Conga And PROS Creating Momentum Together
Conga Connect 2026 demonstrated how momentum builds when coordination, connection, and customer focus come together. The event showcased the successful unification of Conga and PROS through a new brand, connected strategy, and clear product roadmap. Customer stories brought the vision to life, highlighting tangible business impact from a more integrated approach for configuring, pricing, and quoting. Like a well-run conga line, the organization is moving forward with purpose.
Blog
Architecture Is On The Hook For GenAI Success
Enterprise architecture has always existed to absorb complexity. But generative AI is testing that mandate in ways we haven’t seen before. Every day brings a flood of new models, tools, agents, claims, and counterclaims. Architects are expected to understand foundation models and retrieval architectures, advise on pilots, arbitrate platform decisions, and weigh emerging risks — […]
Blog
Prevent MDR-To-IR Handoff Chaos Before A Breach
Security leaders often assume that once they’ve invested in managed detection and response (MDR) services, the hardest parts of breach detection and response are behind them. Alerts are monitored. Playbooks exist. Someone is watching the environment 24/7. Then, they have a security incident. It escalates quickly. And the response feels less coordinated than expected. We […]
Blog
New Report Released On The State Of Buying In The Public Sector In 2026
Our new report on global public sector purchasing, based on data from Forrester’s Buyers’ Journey Survey, 2025, reveals a market full of opportunity but also increasing complexity. One of the most striking findings is just how large and distributed public sector buying groups have become. Typical purchase decisions now involve, on average, 14 internal stakeholders […]
Blog
Ten Can’t‑Miss Experiences For CX Leaders At CX Forum East
CX Forum East brings CX leaders together in New York City to tackle the most urgent challenge of the AI era: building experiences that technology can’t replicate. Learn how to get the most from the two-day event.
Blog
Ten Can’t-Miss Experiences For CX Leaders At CX Forum West
At CX Forum West in San Francisco, CX leaders move from AI ambition to execution. Discover 10 can’t‑miss experiences designed to help you deploy technology with intent and build experiences that stand out in an increasingly automated world.
Blog
The Consent Deficit: RBI’s Draft Responsible Business Conduct Directions Turn Misselling Into A Proof Problem
India’s misselling problem is no longer being treated as a training lapse or “rogue agent” issue. The Finance Minister has publicly stated that misselling is an offence: not a training failure, not a rogue agent problem — an offence, with institutional accountability attached and welcomed, tighter Reserve Bank of India (RBI) guidance. RBI’s responsible business […]
Blog
When The Agents Take The Keyboard: Inside Cloudflare’s Next.js Rewrite
I’ve spent much of my career as both an analyst and a practitioner advising people against “the big rewrite.” It’s called second-system syndrome for a reason: You usually throw away years of hidden bug fixes and security patches just for the sake of “cleaner” code. But after sitting down with Cloudflare’s Dane Knecht (CTO) and […]
Blog
From Volatility To Chaos: Navigating Wartime Impacts For Tech Leaders
Leading Through War-Driven Chaos The last few years have been defined by compounding uncertainty. From the COVID‑19 pandemic to the 2025 US tariff escalations, along with the ongoing war in Ukraine now entering its fourth year, enterprise leaders have had to navigate relentless geopolitical and economic pressure. These shocks forced organizations to strengthen their scenario […]
Blog
Human Insight, Amplified: How Forrester Is Reinventing Research For The AI Era
Forrester is redefining research for the AI era by amplifying human intelligence — not replacing it. Our trusted, accountable insight is now embedded directly into everyday workflows through Microsoft Teams, bringing expert judgment to the moment that decisions are made.
Blog
Smart Buildings Are No Longer About Return-To-Office
Smart buildings are evolving from attendance-driven perks into core enterprise infrastructure — powering cost control, sustainability, safety, and productivity by ensuring that every square foot delivers measurable business value when and how it’s used.
Blog
Announcing The Forrester Wave™: Cybersecurity Skills And Training Platforms, Q1 2026
The Forrester Wave™: Cybersecurity Skills And Training Platforms, Q1 2026 is now live, and it lands at a moment when security leaders are under real pressure to prove readiness and resilience. Automation and AI have compressed attacker timelines, blurred role boundaries across security teams, and exposed the limits of certification-first training models. What matters now […]
Blog
The Mandela Effect In TPRM: Why Companies Still Misremember Their Third-Party Risk Exposure
What do the Monopoly man’s monocle, the Fruit of the Loom cornucopia, and “Luke, I am your father” have in common? None of them actually exist the way you remember. That glitch is the Mandela effect, a collective misremembering of facts or events, and it is the same mental bug that convinces executives that their […]
Blog
The Future Of B2B GTM Isn’t Human Versus AI
AI has long been embedded in the B2B tech stack and go-to-market workflows. The sudden ubiquity of generative AI and, now, the promise of agentic AI have catalyzed rapid, intensive change — and driven the need for a harmonious human-AI coexistence.
Blog
Inside The Odido Breach: A Governance Thriller Unfolds
In February 2025, Dutch telecom operator Odido disclosed a breach affecting 6.2 million current and former customers (roughly a third of the country’s population), the largest telecom breach in Dutch history. Attackers socially engineered a call center employee into approving a fraudulent MFA request, gaining access to Odido’s Salesforce CRM environment and exfiltrating highly sensitive data […]
Blog
When Code Is Free, What’s Left To Sell?
As code becomes cheap and abundant, software vendors must rethink what customers actually pay for. Durable differentiation shifts from features to outcomes, expertise, and trust.
Blog
What It Means That The Leader In “Agentic Commerce” Just Pulled Back
OpenAI has nixed its instant-checkout functionality, which enabled shoppers to complete their orders directly in ChatGPT. Read what this shift means for merchants.
Blog
The Forrester Wave™: Customer Experience Platforms For Healthcare, Q1 2026: The AI Race Is On, But Pace Is Uneven
The pressure to do more with less is intensifying across healthcare. Emerging technologies offer a clear path to efficiency, faster access to information, and cost reduction. But while some organizations are testing and learning, others remain stalled. Both delayed experimentation and reckless acceleration carry risk. Yet inaction leaves healthcare organizations (HCOs) at a critical juncture. […]
Blog
Architecting Data And AI In The Era Of Enterprise Intelligence: Meet Shylaja Nathan, Principal Analyst
Across industries, competitive advantage increasingly depends on an organization’s ability to apply AI to decisions, operations, and customer experiences. As enterprises adopt more autonomous and context-aware systems, data architectures built over decades are proving insufficient. Agentic AI requires data environments that deliver context, responsiveness, and semantic consistency at scale. At Forrester, my research focuses on […]
More posts