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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Unlock The Zero‑Click Buyer Data Hiding In Your Bot Traffic
Business buyers are researching you long before they ever click on your site — and increasingly, they’re not clicking at all. Zero‑click behavior is surging, with buyers relying on answer engines and genAI tools as their first stop for gathering information, comparing vendors, and evaluating solutions. Marketers are stuck guessing how they influence buyers through […]
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How To Shape AI At B2B Summit: From Ideas To Execution
With The Fray joining as a featured performer, this year’s B2B Summit inspired a creative reimagining of “How to Save a Life” through a Forrester lens. This post reflects the real conversations B2B leaders are having right now: how teams align, how leaders decide what to change, and how AI is shaped into something useful, human, and measurable.
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.
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The Copilot Reality Check: What Enterprise Adoption Data Reveals About The AI Boom
While hyperscalers build data centers and GPU makers struggle to meet demand, a different story is unfolding in enterprise IT organizations. Conversations with CIOs and CDOs reveal key patterns behind adoption — and why most organizations remain in pilot mode.
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Strategically Building The Future Of AI With Value: Meet Kevin A. Ogunsua, Principal Analyst For AI Strategy And Value
Some people see big rocks as obstacles. I move them, work around them, or build on them. I grew up on a university campus where curiosity wasn’t just encouraged but was ambient. My father was a professor. My mother was both a teacher and a tailor. At home, ideas were debated, patterns were studied, and […]
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Agentic AI Is On The Cusp Of Transforming Financial Services
Many organizations have struggled to bridge the gap between vision on agentic AI and practical progress. Recent examples from the financial services industry — often mischaracterized as slow to adopt agentic— are defying the trend.
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Claude Code Security Causes A SaaS-pocalypse In Cybersecurity
We have seen this pattern before, even if the specifics look different. Think back to the day AWS introduced GuardDuty, when Microsoft folded Defender for Endpoint into its enterprise licensing commitments and launched Microsoft Sentinel, or when Google acquired Mandiant and eventually Wiz. Sure, the launch of fully autonomous AI agents that can ingest entire […]
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It’s “Grow-Time” For Omnicom Group And Its Customers
Omnicom enters its first earnings cycle after the IPG acquisition with scale, momentum, and unresolved operational challenges. CMOs should ignore Wall Street’s fixation on quarterly performance and instead evaluate how Omnicom plans to convert its expanded capabilities into customer growth. Despite its new size, the company still faces the same structural barriers constraining the broader […]
Win AI‑Era B2B Buyers Before They Ever Click
Join Forrester analysts John Buten and Renee Irion on March 11 to learn how AI search and answer engine optimization (AEO) can keep your B2B brand visible, credible, and chosen in zero‑click buyer journeys.
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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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Data Centers, Semiconductors, And Sovereignty: The Upcoming AI Divide
What Is The AI Divide In Data Centers, Semiconductors, And Sovereignty? The AI divide represents a strategic inflection point for global business. Those without these resources will fall behind, not just technologically but competitively. Productivity, customer engagement, and decision-making is widening across industries and geographies, creating systemic issues for companies that fail to invest, such as: […]
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Zero-Click Is Only Half The AI Story
The headlines concerning AI have been focused on traffic: When buyers use AI instead of search, they are one-tenth as likely to click through to your website, and with business buyers rapidly adopting AI, B2B companies are feeling the impact in the form of traffic declines of between 10–40% over the past year. That is […]
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SaaS As We Know It Is Dead: How To Survive The SaaS-pocalypse!
The massive sell-off in software stocks earlier this month may signal that investors are betting on AI-native alternatives. Not so fast. The enterprise core isn't vanishing — it's transforming.
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Revisiting Our 2025 Cloud Predictions: Hits, Misses, And Lessons
Predictions are a tough sport to play. If you get them all right, you played it safe by recapping existing trends or gave wishy-washy statements that are hard to verify. If you got them all wrong, you likely went for the headlines with little accountability on those claims. Every year, we try to find that […]
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AI Will Rewrite Employee Experience, And Deep Listening Shows How
The rise of AI marks a turning point for EX. Using new technology paired with strong ethical guardrails, leaders can detect sentiment, emotion, and friction across teams in near real time.
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AI Can Make You Multilingual Overnight — Or Create Chaos Just As Fast
GenAI and machine translation promise instant multilingual reach across websites, apps, support flows, and internal tools. But when leaders treat localization AI as a switch to flip rather than a strategy to design, they quickly erode quality, safety, and brand trust. Research shows that large language model (LLM) safeguards don’t reliably carry over beyond English, […]
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Rules In The Agentic Shipyard: Desired Agents Must Twist-Lock
Forward-looking companies aren’t necessarily choosing among AI agent vendor offerings — they’re building their own agentic frameworks in house. This has significant implications for CMOs, marketing teams, and vendors.
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It’s People All The Way Down
Learn five ways that belief that it’s people all the way down help you make sense of the AI world and make good decisions about what to do as a business or technology leader.
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Manage The Emerging Costs Of Agentic Commerce By Taking A Cue From Drop-Shipping Strategy
The costs of selling in answer engines — like many things related to agentic commerce — are not entirely clear. Understand the steps to crafting a strategy to integrate agentic commerce into your business operations.
AI Isn’t A Hardware Contest — It’s A Human Test
Most orgs get less than 50% ROI on AI. See how people, skills, operating models, and culture — not more tech — unlock the value your AI investments are missing.
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The CIO’s Guide To AI Readiness
To deploy AI safely and profitably at scale, CIOs must cut through AI hype and focus on IT capability maturity. Learn how in this preview of a new report.
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Ready For OpenClaw To Pry Into Your Environment And Grip Your Data
A formidable challenge awaits security leaders as personal tools like Moltbot spread. AI butlers are the next shadow super-user.
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Three Questions That Will Define AI In 2026
Forrester’s State Of AI Survey, 2025 of 1,400 global decision-makers shows rapid AI adoption — but slow progress on governance, security, and financial impact. As firms push into 2026, three questions will define AI’s trajectory: linking AI to real business outcomes, moving beyond quick wins, and building the trust foundations needed for sustained value.
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