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.

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Claude Code Security Causes A SaaS-pocalypse In Cybersecurity

Jeff Pollard 8 hours ago
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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Beyond The Click: Winning B2B Buyers In The Age Of AI Search And AEO

Join us live to learn how AI search is reshaping how buyers find and evaluate providers. Learn the moves that keep your brand visible, credible, and chosen in AI‑mediated buyer journeys.

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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Zero-Click Is Only Half The AI Story

John Buten February 12, 2026
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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Revisiting Our 2025 Cloud Predictions: Hits, Misses, And Lessons

Tracy Woo February 11, 2026
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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What Consumers Actually Think About Ads In ChatGPT

Evelyn Mitchell-Wolf February 10, 2026
Anthropic is betting that ads in ChatGPT specifically will ignite a change in consumer behavior. Consumers, for their part, think differently.
Webinar

Beyond The Click: Winning B2B Buyers In The Age Of AI Search And AEO

Join us live to learn how AI search is reshaping how buyers find and evaluate providers. Learn the moves that keep your brand visible, credible, and chosen in AI‑mediated buyer journeys.
Blog

AI Will Rewrite Employee Experience, And Deep Listening Shows How

David Johnson February 6, 2026
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.

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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AI Can Make You Multilingual Overnight — Or Create Chaos Just As Fast

Kathleen Pierce February 5, 2026
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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Machines Are Your Content’s New Audience

Chuck Gahun February 3, 2026
As AI accelerates and agentic systems begin to orchestrate more digital journeys, machines are simultaneously content creators and — in deciding what buyers see — a primary content consumption audience. Learn what this means for the future of content.
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The State Of GenAI And Consumers For 2026

Thomas Husson January 30, 2026
Over the past three years, ChatGPT was the catalyst for genAI adoption. It became the face of consumer genAI usage. It is still the most popular tool among genAI users, followed by Google’s Gemini and well ahead of Meta AI or Microsoft Copilot. Personal use cases currently trump professional ones. GenAI Is Poised To Grow […]
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It’s People All The Way Down

Ted Schadler January 29, 2026
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

Emily Pfeiffer January 28, 2026
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.
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GenAI Is Redefining The Innovation Lifecycle And Related Consulting Offerings

Manuel Geitz January 28, 2026
Generative AI is transforming the innovation consulting market; it enables new operating models and accelerates the shift from experimentation to large-scale execution. Find out which market dynamics innovation leaders need to pay attention to and how innovation will change in the coming years.
Blog

Ready For OpenClaw To Pry Into Your Environment And Grip Your Data

Jeff Pollard January 26, 2026
A formidable challenge awaits security leaders as personal tools like Moltbot spread. AI butlers are the next shadow super-user.
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AI And The Future Of Experience Design: We Want To Hear From You

Gina Bhawalkar January 26, 2026
If you’re leading a design or research function and navigating the impacts of AI on the way you work, we want to talk to you! Our goal is to uncover current examples of how leaders are navigating this transition and innovating in this time of rapid change.
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Agentic Commerce’s Success Centers On Overcoming Key Frontiers In Consumer Trust

Chuck Gahun January 22, 2026
Google has entered the agentic commerce race and is now racing against OpenAI for advantage. Yet consumer trust still lags.
Blog

Beyond The Robots: What CES 2026 Really Means For Digital Workplace Leaders

Christy Punch January 22, 2026
I kicked off 2026 by attending CES for the first time, and I can confirm that everything you’ve heard about this event is true. CES is massive. It’s sprawling. The scale was equal parts energizing and overwhelming — but once I got past the sensory overload, clear and meaningful signals started to emerge. Beneath the […]

Your Buyers Use AI Search — Here’s How To Stay Visible

Ninety-four percent of B2B buyers now use AI in purchasing, making traditional SEO outdated. Discover how answer engine optimization (AEO) can help your content stand out in a zero-click, AI-driven world.

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B2B Buyers Make Zero-Click Number One

John Buten January 22, 2026
As buyers lean more on answer engines in their purchasing processes, marketers must evolve their content and messaging approaches to break through.
Podcast

AI’s Impact On The B2B Buying Cycle, Healthcare, And US Jobs

What It Means January 22, 2026
Find out how AI is being used by B2B buyers and healthcare consumers, and get the latest forecast on the impact of AI on US jobs.
Blog

The State Of Business Buying: Risk-Averse Buyers Demand Proof, Not Promises

Barbara Winters January 21, 2026
Our latest Buyers’ Journey Survey of nearly 18,000 global business buyers describes a buying climate in which AI is everywhere, scrutiny is the norm, and trust is paramount. Read about the key findings and how organizations can succeed with today’s wary buyers.
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