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
Is AI Visibility Your 2026 Imperative? Learn How To Achieve It At B2B Summit
Rapid adoption of AI answer engines such as Microsoft Copilot, ChatGPT, and Google AI Mode is transforming how B2B buyers research, compare, and evaluate vendors. But the biggest disruption isn’t falling traffic — it’s declining visibility. Marketers face what we’re calling a “visibility vacuum.” As research shifts into answer engines, marketers lose visibility into buyer […]
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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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Human Insight, Amplified: How Forrester Is Reinventing Research For The AI Era
Forrester is redefining research for the AI era by amplifying human intelligence — not replacing it. Our trusted, accountable insight is now embedded directly into everyday workflows through Microsoft Teams, bringing expert judgment to the moment that decisions are made.
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Context, Not Models, Is The Real AI Bottleneck: Reltio’s System‑Of‑Context Bet
AI took center stage at Reltio DataDriven 2026, where global data and AI leaders aligned on one urgent priority: turning trusted, real-time, contextual data into scalable AI and measurable business impact. Reltio made a clear strategic bet: The next enterprise AI bottleneck isn’t model choice or orchestration but shared context — rebranding its platform around […]
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Anthropic Doubles Down On Agentic For The Enterprise
Anthropic’s push into agentic AI highlights a core enterprise challenge: Speed alone is not enough. It's governance, trust, and accountability that determine real value.
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Agentic Software Development: Defining The Next Phase Of AI‑Driven Engineering Tools
GenAI is already reshaping software development — but not primarily through chatbots or code autocomplete. The most consequential shift is the emergence of agentic software development (ASD): a new way of building software in which AI systems do real development work, not just assist humans. ASD deserves to be treated as a distinct category, with […]
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Strategically Building The Future Of AI With Value: Meet Kevin A. Ogunsua, Principal Analyst For AI Strategy And Value
Some people see big rocks as obstacles. I move them, work around them, or build on them. I grew up on a university campus where curiosity wasn’t just encouraged but was ambient. My father was a professor. My mother was both a teacher and a tailor. At home, ideas were debated, patterns were studied, and […]
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Agentic AI Is On The Cusp Of Transforming Financial Services
Many organizations have struggled to bridge the gap between vision on agentic AI and practical progress. Recent examples from the financial services industry — often mischaracterized as slow to adopt agentic— are defying the trend.
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Claude Code Security Causes A SaaS-pocalypse In Cybersecurity
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 […]
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.
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.
Blog
Zero-Click Is Only Half The AI Story
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
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
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
Watch now and 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
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.
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.
Blog
AI Can Make You Multilingual Overnight — Or Create Chaos Just As Fast
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
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
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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