Generative AI
What is generative AI? Generative AI or genAI is defined as set of technologies and techniques that leverage very large corpuses of data, including large language models like GPT-3, to generate new content. Inputs for generative AI may be natural language prompts or other non-code and non-traditional inputs. It is sometimes referred to as AI-generated content or AIGC and can be used by a variety of roles and functions in the enterprise. GenAI includes large language models, generative adversarial networks, diffusion models, and variational autoencoders. It provides the ability to create shortcuts for onerous workflow tasks, speed up delivery times, and enhance employee productivity across multiple enterprise workflows. It increases the scale and speed of analysis and knowledge synthesis for various roles such as developers, marketers, and data scientists. In the short term, it will expand the breadth of human creative expression and drive innovation in product development, design, and content creation.
Insights
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The Real AI Bottleneck Is Organizational Reinvention, Not Computing Power
Anthropic, Google, Microsoft, OpenAI, xAI, and others are making trillion-dollar bets on AI infrastructure. They promise artificial general intelligence (AGI) delivered from the cloud, which they describe as “a country of geniuses in a datacenter.” But your ROI from AI depends almost entirely on something you’re not investing in — your organization’s capacity to reinvent itself. Find out why.
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Announcing The Forrester Wave™: Enterprise Fraud Management Solutions In Asia Pacific, Q4 2025
Fraud in Asia Pacific (APAC) is evolving at breakneck speed. New payment methods are rapidly becoming new attack surfaces: Instant payment systems such as PayNow and UPI are now mainstream, stablecoins are gaining traction for cross-border transfers, and fraudsters are weaponizing AI-driven scams like deepfakes and social engineering.
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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Predictions 2026: Trust And Privacy — How GenAI, Deepfakes, And Privacy Tech Will Affect Trust Globally
Discover Forrester’s 2026 trust and privacy predictions: how genAI, deepfake detection, and privacy technologies will reshape consumer and business trust worldwide.
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AI Is Rewriting Software Work: What It Means For Your Team
Over the past 6–9 months, our team has been working on one of the most ambitious research efforts I’ve led at Forrester: a dual-track program combining dozens of qualitative interviews with development leaders and practitioners and a rigorous quantitative analysis of AI’s employment impact across the software development lifecycle (SDLC).
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What Trader Joe’s Can Teach Us About AI Use Cases
Early in the history of Trader Joe's, founder Joe Coulombe devised four simple checks that every product in inventory had to pass to truly tell a story about the brand while also aligning with the operational needs of the business. Can enterprises adopt a similar discipline for AI — a simple heuristic test for executives to cut through the noise and focus on the areas of opportunity that matter most?
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Pilots, Promises, And Public Purpose: How To Say “Yes” (Or “No”) To Government AI Offers
Given that ROI for AI remains elusive, it makes sense, and is arguably an imperative, that AI decision-makers in government want to ask hard questions before accepting the next “You can’t miss this” deal …
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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.
Predictions 2026: Your Planning Starts Here
2026 will demand proof, not promises. Explore Forrester’s Predictions resources — guides, webinars, and blogs — to plan smarter, lead with trust, and stay ahead of disruption.
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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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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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Predictions 2026: How Financial Services Can Thrive Amid AI Disruption
For financial institutions, lingering trust concerns, regulatory constraints, and the relentless pace of innovation loom large. The question isn’t whether to adapt — it’s how fast and how boldly they can pivot to thrive in a zero-click, machine-driven future.
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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.
Podcast
AWS Outage, Safety On Meta, ChatGPT’s AI-First Browser
Recently, a very bad day for AWS became everyone else’s very annoying day. And while the disruption was fairly short-lived, there are longer-term lessons to be learned. In this episode, we look at the lessons from the recent AWS outage as well as an overdue step by a social media giant and a reimagining of how we access information on the web.
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Secure Vibe Coding: I’ve Done It Myself, And It’s A Paradigm, Not A Paradox
“There’s a new kind of coding I call ‘vibe coding,’ where you fully give in to the vibes, embrace exponentials, and forget that the code even exists,” said Andrej Karpathy in a post on X (formerly Twitter) back in February.
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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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LocWorld54 Shows Why Localization Can Be The Next Strategic Powerhouse — And What’s Holding It Back
For decades, B2B companies have viewed localization as an operational necessity to translate words, keep websites up to date, and support global product launches. That outdated view doesn’t hold up anymore. Businesses today need to evolve localization in the age of AI. Find out how in this review of the recent LocWorld54 conference.
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Predictions 2026: The Race To Trust And Value
Volatility and innovation will continue as leaders yearn for clarity and race to differentiate on trust and genuine value. Find out what’s in store for the year ahead.
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Gold Rush Or Fool’s Gold? How To Evaluate Security Tools’ Generative AI Claims
Generative AI features and products for security are gaining significant traction in the market. Knowing how to evaluate them, however, remains a mystery. What makes a good AI feature? How do we know if the AI is effective or not? These are just some of the questions I receive on a regular basis from Forrester […]
2026 Predictions: What Tech And Security Leaders Must Know
Our 2026 tech and security predictions are out — now it’s time to go deeper. Join Forrester’s analysts to uncover what you must do to lead with trust and value.
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From Veto To Victory: California’s New AI Act Revives The National (And International) Conversation On AI Regulations
At its core, California’s new AI law requires safety protocols, best practices, and key compliance policies, but it stops short of prescribing risk frameworks and imposing legal liabilities. Here’s a closer look at what’s in SB 53.
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Forrester’s AEGIS Framework: The New Standard For AI Governance
AEGIS is not just another acronym — it’s now a fully cross-referenced, regulation-aware blueprint for building trust in AI systems.
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Don’t Call It A Browser War: OpenAI Launches ChatGPT Atlas
OpenAI's launch of ChatGPT Atlas marks a new milestone in the arms race of AI browsers. Yet it has high hurdles to clear in a competitive market.
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