AI Insights
The integration of artificial intelligence (AI) is revolutionizing how organizations operate, offering unprecedented opportunities to boost efficiency and drive innovation. Yet, alongside this immense potential comes a layer of complexity that requires deliberate strategy. AI is doing more than just enhancing systems; it’s reshaping how organizations allocate resources, advance capabilities, and achieve growth. Its influence touches every corner of an operating model, challenging leaders to not only capture the power of AI but to create meaningful value with it. The path forward is both exciting and intricate, filled with the promise of transformation and the need for thoughtful navigation. Get the latest AI insights and strategic perspectives from Forrester analysts and experts.
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Insights
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Predictions 2026: Marketing Agencies Resign Their Agency
By the end of the coming year, marketing agencies will have materially changed. For CMOs, agencies will no longer act solely as your agents but also as owners of solutions, resellers of technology partnerships, and developers of emerging capabilities.
Blog
How Accurate Were Our Predictions For 2025?
Predictions season is here, and our research teams have been hard at work formulating and fine-tuning their calls for 2026. But before we release our 2026 predictions, here’s a review of some of the “hits” and “misses” from our 2025 predictions.
Scale Your AI Strategy To Maximize ROI
Unlock the blueprint for AI success. Discover how to align strategy, prioritize impactful use cases, and close the talent gap — everything you need to expedite ROI and achieve tangible success through AI.
Blog
How To Build AI Red Teams That Actually Work
AI red teaming blends offensive security tactics with safety evaluations for bias, toxicity, and reputational harm. It’s messy, fragmented and, most of all, necessary. Get six tips to get started on an AI red team that actually works in this preview of our upcoming Security & Risk Summit.
Blog
AI: Our Modern-Day Cyrano
Like Cyrano, AI often acts as the unseen ghostwriter, strategist, or partner, offering insights or phrasing that feel more articulate and persuasive than our own. But, as in the play, this arrangement introduces social complexities, ethical dilemmas, and maybe even heartbreak.
Blog
Cogeneration For The Next Generation Of Data Centers
To meet rising energy demands without overwhelming traditional power grids, data centers are exploring more efficient and sustainable energy solutions, such as cogeneration — aka combined heat and power (CHP). Learn three of the key benefits of CHP in this post.
Blog
The Odyssey Ahead: B2C Marketers, Prepare Now For Agentic AI
Just as marketers started experimenting with new genAI features when they emerged, agentic AI has arrived — and signals the next round of transformative marketing capabilities.
Blog
Breaking The AI Adoption Paradox In APAC
Despite widespread adoption of AI tools by individual employees, most organizations in APAC remain stuck in pilot purgatory. Our recent Technology & Innovation Summit APAC event revealed how four leading companies are breaking through this paradox — lessons that CIOs and CTOs can apply in their companies.
The Countdown To 2026 Predictions Has Begun
Don’t miss your chance to lead with confidence. Get early access to Forrester’s expert guidance across marketing, CX, digital, tech, and security.
Blog
CrowdStrike Fal.Con 2025: Flexing Into The Agentic AI Age
CrowdStrike held its Fal.Con 2025 conference recently and not surprisingly for a cybersecurity vendor event in 2025, AI dominated. Get our highlights and key takeaways here.
Blog
Workday Rising 2025: A CIO’s Reality Check On The Vendor’s Heavy Bets On AI
Workday’s inherent strength has been built on the “power of one” — a unified, organic architecture that doubles down on stability and simplicity above all else. At Rising 2025, Workday committed to maintaining this foundation while simultaneously executing a fundamental strategic expansion. Workday is repositioning from a closed best-of-breed application suite to an open AI […]
Blog
Your Top Questions On Generative AI, AI Agents, And Agentic Systems For Security Tools Answered
Many security professionals are still confused about which AI capabilities are real now and which will come down the road. Get answers to some of the most common questions about use of generative AI, agentic AI, and AI agents in security tools in this preview of our upcoming Security & Risk Summit.
Blog
Marketers Are In Their AI Era (And It’s Not Ending Anytime Soon)
Through all the uncertainty this year, one constant persists: AI adoption and its potential to reshape B2C marketing as we know it. Find out how in this preview of a new survey and report.
Blog
Today’s Leaders Must Heed AI Advice For Future Disruptors
Startup founders, investors, technologists, and operators are all working frantically to get an early jump onto the AI train. Find out why and get more of the key takeaways from the recent Startup Boston Week event.
Get Trusted Advice — In Seconds
AI Access puts Forrester’s trusted insights at your fingertips. Validate your strategy, align your team, and get instant advice grounded in proprietary research — no digging, no delays. It’s like having a Forrester analyst by your side, 24/7.
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Don’t Fire Your Developers! What AI-Enhanced Software Development Means For Technology Executives
There is no doubt that the willingness to leverage AI for software development is high. Yet the reality is more complex than news sound bites might make it seem. Tech execs shouldn’t think about eliminating software development roles but rather reskilling their teams.
Podcast
Defining AGI, Measuring AI Search, Agency Swirl Continues
Are you wondering about the emerging technologies and shifting market dynamics that might shape your strategy for 2026 and beyond? Then this episode is for you. Get a detailed look at how three big shifts could dramatically impact plans and strategies for the year ahead (and get a preview for one of our upcoming 2026 Predictions reports, to boot).
Blog
A Tale Of Two Engines: Meet The New Tencent
At the fifth Tencent Cloud International Summit, as part of the company’s wider Global Digital Ecosystem Summit in Shenzhen, Tencent made its strategic direction clear: It is accelerating two engines to drive future growth.
Blog
The Future Of AI Consulting Services Is Disruptively Bright
Despite what you may have read in the media, consulting is not being entirely consumed by artificial intelligence. CIOs are drowning in AI consulting pitches, from management consulting and Big Four accounting providers to boutique players. Learn six things AI consulting services providers will have to do to stand apart.
Blog
Splunk .conf25: Cisco, AI, And Data
The 10th annual Splunk .conf took place in Boston recently. From the opening keynote to various new product releases and enhancements, get a full review of the event in this post.
Missed It Live? Watch Forrester’s Take On 2026 Scenario Planning
Couldn’t make it to the live session? Watch this on-demand webinar to learn how tech leaders are applying scenario planning to budget smarter, balance AI and human talent, and build resilient strategies for whatever 2026 brings.
Blog
The Remedy That Wasn’t: Answer Engines Outpace Antitrust Law
To remedy Google’s monopoly in search, Judge Amit Mehta ruled that Google merely has to share limited search data with rivals and stop making exclusive deals for Google’s preferential placement on devices. Find out what this means for marketers.
Blog
Strategic AI Readiness: How To Move From Hype To Scalable Impact
Most firms have AI strategies, but few activate them. Learn how to align AI with business value, scale use cases, and embed governance for lasting impact.
Blog
Consumers Are Using AI — But They Still Don’t Trust It
Consumers are using AI more than ever — but they still don’t trust it. Forrester’s latest regional reports uncover how attitudes toward AI vary across Europe, North America, and APAC, along with what organizations must do to build trust.
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