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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GenAI Is The Power Tool For Product Management Speed And Innovation
There’s a well-worn lament in the DIY world that goes “any job is easier with the right tool.” For all those who have suffered through a DIY car repair or home project or remodel, the value of having the right tool for the right job is well known. Product management is going through a similar […]
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Build Smarter B2B Pricing For Long-Term Growth And Profitability
Effective B2B AI pricing must balance several goals that often pull in different directions: It needs to reduce buyer risk and accelerate adoption, especially as many organizations are still experimenting with how AI fits into their workflows. It should align price to measurable value. This gives customers a clear connection between what they pay and […]
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Five Eyes Cybersecurity Agencies’ Careful Agentic AI Adoption Guidance, Operationalized By AEGIS
On May 1, 2026, six national cybersecurity agencies — CISA, the NSA, Australia’s ASD ACSC, and their counterparts in Canada, New Zealand, and the UK — published “Careful adoption of agentic AI services.” This joint guidance is the first coordinated multigovernment security guidance specifically targeting agentic AI systems, and it carries the full weight of […]
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Oracle Applications Analyst Summit: Fusion Agents Are Shifting From Assist To Execute
At Oracle’s 2026 Applications Analyst Summit, leadership drew a hard line: Agentic AI lives only in Fusion, not EBS, JD Edwards, PeopleSoft, or Hyperion. Forrester unpacks the productized agentic apps, AI-first migration playbook, and the gaps that CIOs must address in the next 12–18 months.
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Navigate The Next Era Of Search At Forrester’s CX Forums
As answer engines divert discovery and squeeze the funnel, B2C marketing leaders are looking for the fastest, most durable way for their brand to become more visible and authoritative. Join us at an upcoming CX Forum to explore the new rules of visibility.
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AI Is Turning Unified Storage Into A Strategic Decision
Unified storage has long been treated as a pragmatic, commodity storage investment: Balance cost, simplify operations, move on. In a world of AI enablement and, consequently, downside AI risk, that mindset no longer holds. Agentic, autonomous AI use cases are making storage a strategic decision point to address capability needs, performance requirements, and GRC concerns. AI systems increasingly operate directly on live enterprise data, […]
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In The AI Era, Banks Need Dynamic Platforms — Results From The Forrester Wave™: Digital Banking Engagement Platforms, Q2 2026
To compete for customers and grow profitably, banks need the ability to adjust as much and as fast as required at any given moment. Leading digital banking engagement platforms (DBEPs) make that possible. My new report, The Forrester Wave™: Digital Banking Engagement Platforms, Q2 2026, reveals insights about the current AI and technology landscape in […]
AI Is Everywhere — Customer Value Isn’t. Here’s How To Change That.
AI urgency is testing budgets as customer experience sits at all-time lows. AI Forum Sydney shows CX and technology leaders how to redirect AI spend into durable customer value and competitive advantage.
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Enterprise Content Moves From Tools To Systems: Adobe Summit Takeaways
Enterprise content leaders are under pressure on three fronts. They need faster time to activation as buyer behavior outpaces traditional campaign cycles. They need greater scale as content volumes rise across channels, formats, geographies, refresh cycles, and personalization needs. And most importantly, they need stronger returns. Improving relevance for priority audiences and increasing share of […]
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Canva Recasts Itself As An AI Platform For Enterprise Work
For years, Canva’s advantage was accessibility. It made design easier, faster, and available to more people. At its recent Canva Create 2026, the big story was a deliberate repositioning: Canva aims to evolve from a design platform with AI tools into an AI platform with design tools. That changes how buyers should evaluate Canva. For […]
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Salesforce’s New AgentExchange Store: Easier AI Helpers But Still Inside Their Walled Garden
Salesforce’s reimagined marketplace makes buying AI and applications inside Salesforce dramatically easier and makes leaving Salesforce later even harder. Salesforce has merged three separate “stores” for apps and AI tools into a single marketplace called AgentExchange. It is live now with roughly 13,000-plus ready-made apps, AI agents, and automation components. The stated goal is simple: […]
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Beyond Chatbots: Designing Conversational Banking Experiences That Scale
Learn how banks can scale conversational experiences at CX Summit EMEA 2026.
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Introducing Forrester’s AI Model Openness Framework
Forrester’s Model Openness Framework can help you assess the real degree of openness in any AI model, whether it’s labeled open source or commercial, across three key dimensions: reproducibility, usage rights, and community momentum.
Your AI Reset Starts Here — Turn Spend Into Customer Value
AI urgency is high, but customer experience is falling. Join B2B marketing, tech, and security leaders to rebalance AI spend toward measurable revenue and customer value.
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AI Search Will Crack The Foundation Of B2B Marketing’s Accountability Model
B2B marketers have long relied on engagement metrics to demonstrate marketing’s value. AI is making this practice untenable.
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Project Glasswing: The 10 Consequences Nobody’s Writing About Yet
Anthropic’s Project Glasswing and Claude Mythos Preview prove that autonomous zero-day discovery now operates at scale. We evaluate the immediate, medium-term, and structural consequences for security teams, vendors, insurers, regulators, and future careers.
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CISOs Have Plenty Of Work To Do In An AI-Driven Future
As AI becomes more embedded in fundamental business processes, organizations can no longer settle for “secure enough.” Learn how AI is redefining the CISO role — and actions that they can take today.
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Most Content Doesn’t Build Credibility: Let’s Fix That
The gap between what buyers need and what content delivers is becoming more consequential. Learn how leading teams build credible, proof-based content in an AI-driven buying environment.
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Beware The Magical Two-Person, $1 Billion AI-Driven Startup
Recent news stories are a reminder to evaluate AI "miracles" with a dose of healthy skepticism.
Keep The Momentum Going After CX Summit
Purchase tickets for CX Summit EMEA by 29 May and receive two complimentary Forrester research reports to help you turn AI‑driven CX ideas into confident action after the event.
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AI Is Forcing A Rethink Of Application Architecture — And That’s A Good Thing
For years, solution architects have worked to modernize application landscapes: decomposing monoliths, exposing business capabilities through APIs, and embracing event-driven design. That work isn’t changing. But the rapid infusion of AI into application architecture fundamentally changes how solution architects orchestrate and design applications. In my latest report, Rearchitecting Applications For The Age Of AI, I […]
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Beyond The Wave: What Customers Really Think About Autonomous Testing Platforms
We spoke with 37 enterprise customers using autonomous testing platform tools. The findings, published in our new report, “Buyer’s Guide: Autonomous Testing Platforms, Q1 2026,” reveal a nuanced picture: real progress, tempered by uneven adoption and evolving expectations.
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The CDO Role Has Changed — And So Has What “Good” Looks Like
The chief data officer role has matured. Today’s CDO must drive decisions, trust, and organizational change — not just deliver insights.
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