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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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 […]
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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
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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.
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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.
AI Access: For Every Role. And Every Decision.
AI Access democratizes decision-making. With AI-powered access to Forrester’s insights, data, and advice, every team member — from early-career pros to senior leadership — moves with confidence, speed, and clarity. Equip your organization to take action fast.
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Project Glasswing: The 10 Consequences Nobody’s Writing About Yet
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CISOs Have Plenty Of Work To Do In An AI-Driven Future
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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.
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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 […]
Explore Forrester AI Access For Faster, Smarter Decisions
Forrester AI Access delivers clear, credible answers from proprietary research, reports, and data — helping teams validate direction and plan next steps with confidence.
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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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KubeCon Europe 2026: The Not-So-Unseen Engine Behind AI Innovation?
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CMOs’ “AI Creative Leap”: From Making Ads To Designing Meaning
As AI absorbs execution at scale, creativity returns to its highest value. The brands that win will automate production while doubling down on insight, narrative, and the judgment that protects meaning.
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RSAC 2026: An AI Coming-Of-Age Story Without The Romance
RSAC Conference 2026 has come and gone. Gone, too, are the petting zoos of yesteryear, replaced this year by — of all things — pop-up tattoo parlors. Or as one attendee observed, “We’ve traded livestock for live needles.” This year’s attendance of over 43,500 was flat compared to 2025, but the sessions and exhibit floor […]
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The Flowchart Is Dead — Long Live The Flowchart
About a year ago, a few of my Forrester colleagues and I coined a joke term for the dominant pattern vendors were passing off as “agentic.” The term was “agentish,” and it described workflows that were largely comprised of deterministic, flowchart-driven processes with LLM-based components embedded in them. The “agents” in agentish systems had little […]
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Please Test Your AI Agents — Like, At All
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Is AI Visibility Your 2026 Imperative? Learn How To Achieve It At B2B Summit
As B2B buyer research shifts to AI-powered answer engines, a new "visibility vacuum" is emerging. At B2B Summit North America, you'll learn how to overcome it.
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