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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Salesforce’s New AgentExchange Store: Easier AI Helpers, But Still Inside Their Walled Garden
Salesforce’s re-imagined 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+ 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.
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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.
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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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KubeCon Europe 2026: The Not-So-Unseen Engine Behind AI Innovation?
At KubeCon Europe 2026, Kubernetes’ AI story shifted from “add support” to “rebuild the platform.” AI conformance, upstream GPU orchestration, shared inference blueprints, and in-platform governance are setting the new defaults.
Stop Losing B2B Buyers Before They Ever Reach Your Site
Watch this on-demand webinar to learn how AI search, answer engines, and answer engine optimization (AEO) are rewriting B2B buyer journeys — and get plays to protect your pipeline, boost visibility, and earn trust.
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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
Recent, public AI agent and bot failures have exposed the hazards of forgoing testing. Here’s what you should do before rolling out your own agents.
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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.
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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Oracle Embraces AI At JavaOne
If you couldn’t make it to NVIDIA GTC this year, you could still find plenty of AI at JavaOne. About 400 people attended the keynote in person, with more online. That keynote was called “Java for an AI World.” Oracle thinks Java is a great programming language for AI, and it claims its strength over […]
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Agent Control Planes Still Need A Robust Standards Stack
This post is a follow-up to my earlier announcement of our coverage of the agent control planes market. Research questionnaires for the landscape report will formally go out in the second week of April 2026. We are in the “dial-up internet” phase of the agentic era. The architecture is emerging faster than the standards needed […]
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Think About The Agentic Shift With Your Next Customer Service Solution
There is so much excitement about how AI is changing customer service operations. What was once a reactive, cost-heavy, and manual function is turning into a proactive function that drives revenue growth. C-level executives and board members are more than curious. They are leaning heavily into the ROI potential of AI in customer service technology. […]
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