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
Blog
Build Meaning Before Machines: Why Semantics, Ontologies, And Knowledge Graphs Matter For Agentic AI
Agentic AI is exposing a foundational gap in most enterprise data strategies: Data without meaning is unusable for autonomous systems. Agents don’t just retrieve data — they interpret, decide, and act. Without explicit context, they guess. And when agents guess, they get joins wrong, misinterpret metrics, and act on flawed assumptions. This is why ontologies, […]
Blog
Redesign B2B2C Digital Strategy For The AI Era
AI is compressing consumer discovery, decision-making, and service into fewer, faster, and increasingly invisible moments. Answer engines and AI agents now decide what customers see — or don’t. Long-standing assumptions about how brands (the first “B”), intermediaries (the middle “B”), and customers (the “C”) create value no longer apply. Rather than layer AI onto existing […]
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.
Blog
If Your Employees Aren’t Ready For AI, Neither Is Your Business
Success with AI rests on having a workforce that’s equipped and excited to use it. Forrester’s recent experience launching an AI learning program offers some valuable lessons.
Blog
Freshworks Signals A More Practical Future For AI Service Management
Freshworks’ latest announcements reflect a broader shift in service management AI from feature expansion to operational practicality. The real differentiator is no longer whether a vendor offers generative or agentic capabilities but whether those capabilities can be adopted quickly, grounded in strong context, and sustained within day-to-day service environments.
Blog
Zendesk Relate 2026 Showed Why Agentic Customer Service Starts With Knowledge
Zendesk Relate 2026 showed that agentic customer service depends on structured knowledge, new service engineering roles, and operational readiness for AI execution.
Blog
Stop Replacing Traffic. Start Replacing Visibility.
AI answer engines are creating a visibility vacuum, forcing a shift from traffic to regaining insight, accountability, and alignment.
Blog
GenAI Is The Power Tool For Product Management Speed And Innovation
GenAI is transforming product management, accelerating work across the lifecycle while challenging teams to move beyond experimentation. The advantage lies not in access to tools, but in how intentionally they’re applied to improve judgment and outcomes.
Save 10% On Our Technology & Innovation Forums This Summer
Register by July 31 to lock in summer advantage savings — 10% off your ticket to our Technology & Innovation Forums in Austin, New York City, or London. Turn ideas into action with frameworks and strategies you can use immediately.
Blog
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 […]
Blog
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 […]
Blog
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.
Blog
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.
Blog
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, […]
Save 10% On B2B Forum EMEA This Summer
Register by July 31 to lock in Summer Advantage savings — 10% off your ticket to B2B Forum EMEA (28–29 Sept, London). Leave with a plan to win in the GTM singularity as AI‑driven buyers rewrite the rules.
Blog
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 […]
Blog
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 […]
Blog
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 […]
Blog
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: […]
Blog
Beyond Chatbots: Designing Conversational Banking Experiences That Scale
Learn how banks can scale conversational experiences at CX Summit EMEA 2026.
Save 10% On Security & Risk Forum This Summer
Register by July 31 to lock in summer advantage savings — 10% off your ticket to Security & Risk Forum (Nov 9–10, Washington, DC). Leave ready to act with real‑world security and risk frameworks.
Blog
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.
Blog
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.
Blog
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.
More posts