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
Secure Vibe Coding: I’ve Done It Myself And It’s A Paradigm Not A Paradox
“There’s a new kind of coding I call ‘vibe coding,’ where you fully give in to the vibes, embrace exponentials, and forget that the code even exists.” claimed Andrej Karpathy in a post on X back in February. This post led to many people sharing their “vibe coded” applications on social media or commenting on […]
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Predictions 2026: The “Agentic Commerce” Race — And Some Potential Regrets — In Digital Commerce
Digital leaders get a sneak peek into what's coming in the year ahead by reading three of our predictions for digital commerce in 2026.
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.
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LocWorld54 Shows Why Localization Can Be The Next Strategic Powerhouse — And What’s Holding It Back
For decades, B2B companies have viewed localization as an operational necessity to translate words, keep websites up to date, and support global product launches. That outdated view doesn’t hold up anymore. Businesses today need to evolve localization in the age of AI. Find out how in this review of the recent LocWorld54 conference.
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Predictions 2026: The Race To Trust And Value
Volatility and innovation will continue as leaders yearn for clarity and race to differentiate on trust and genuine value. Find out what’s in store for the year ahead.
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Gold Rush Or Fool’s Gold? How To Evaluate Security Tools’ Generative AI Claims
Generative AI features and products for security are gaining significant traction in the market. Knowing how to evaluate them, however, remains a mystery. What makes a good AI feature? How do we know if the AI is effective or not? These are just some of the questions I receive on a regular basis from Forrester […]
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From Veto To Victory: California’s New AI Act Revives The National (And International) Conversation On AI Regulations
At its core, California’s new AI law requires safety protocols, best practices, and key compliance policies, but it stops short of prescribing risk frameworks and imposing legal liabilities. Here’s a closer look at what’s in SB 53.
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Forrester’s AEGIS Framework: The New Standard For AI Governance
AEGIS is not just another acronym — it’s now a fully cross-referenced, regulation-aware blueprint for building trust in AI systems.
Predictions 2026: Your Planning Starts Here
2026 will demand proof, not promises. Explore Forrester’s Predictions resources — guides, webinars, and blogs — to plan smarter, lead with trust, and stay ahead of disruption.
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Don’t Call It A Browser War: OpenAI Launches ChatGPT Atlas
OpenAI's launch of ChatGPT Atlas marks a new milestone in the arms race of AI browsers. Yet it has high hurdles to clear in a competitive market.
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Retail’s Holiday 2025: More Sales, Profits, And AI-Driven Commerce
Time to pull out the holiday decorations and start building that gift list — Q4 2025 is upon us! For retail and other business leaders, this means daily meetings to raise, review, revise, and rip apart their inventory, promotion, commerce, and marketing strategies.
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Recorded Future Predict 2025: Intelligence To Operations … And Now To Action
Recorded Future held its Predict Global 2025 conference in New York City recently. Get some key highlights from the conference as well as a look ahead to the vendor’s Predict Europe 2025 event.
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Field Marketing In 2025: Time To Break The Cycle Of Misalignment
Field marketing is undergoing a shift and not necessarily in the right direction. Strategic responsibilities are expanding, yet performance metrics remain stubbornly anchored in outdated demand generation models. Learn five key actions field marketing leaders can take now to avoid being trapped in a downward spiral of misalignment.
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Stop Optimizing, Start Reinventing: Three Imperatives For Marketing Leaders In 2026
Learn three imperatives coming out of MAICON 2025 for marketing leaders looking to reimagine how marketing creates growth.
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What Factors Are Driving B2B Marketing’s AI Adoption?
Beneath all the sound and fury, what is driving AI adoption across B2B marketing? How are marketers using AI productively today, and what can early adopters teach us about using AI technologies successfully? Most organizations have advanced significantly beyond the initial stages of education and experimentation and are now actively implementing AI-powered technologies across various use cases.
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Developer-Led Growth Meets Enterprise-Grade Security And Distributed Infrastructure At Cloudflare Connect 2025
Cloudflare Connect 2025 had a distinctly optimistic vibe as the vendor positions itself as the connective tissue for modern digital operations in the enterprise and showcases its AI security abilities. Learn more in this event review.
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Celebrating Excellence: Bank Of America Wins Forrester’s 2025 Data & AI Impact Award
Get a detailed look at Bank of America’s winning strategy and find out who our finalists were in this post.
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Five Themes From The Forrester Wave™: Digital Accessibility Platforms, Q4 2025
While the DAP market is surging around the promise of using AI to boost accessibility, some core challenges prevent organizations from scaling accessibility best practices. Learn five key themes that emerged from The Forrester Wave™: Digital Accessibility Platforms, Q4 2025.
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Lessons From Building Izola: A Second-Anniversary Look Back
As Izola — the first generative AI tool built specifically for clients by a leading research firm — turns two, we look back on the mission to build it, what we’ve learned, and how it paved the way for our new AI-led research service.
2026 Predictions: What Tech And Security Leaders Must Know
Our 2026 tech and security predictions are out — now it’s time to go deeper. Join Forrester’s analysts to uncover what you must do to lead with trust and value.
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Is Agentic Commerce A Thing?
Learn what agentic commerce means and how it impacts commerce experiences for customers today.
Podcast
California’s New AI Law, Anthropic’s Latest Model, B2C Advertising Options
Principal Analyst Alla Valente breaks down California’s new AI law, VP and Research Director Chris Gardner discusses the impact of AI models on software development roles, and Principal Analyst Nikhil Lai reviews Best Buy’s “in-store takeover” advertising offering.
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A Holiday Season Gift-Wrapped In Agentic Commerce
Introducing The OpenAI Product Feed Spec Four weeks before answer engines freeze training data for Black Friday sales, OpenAI has released its Product Feed Specification — the structured data model for merchants who want to sell products directly in ChatGPT with Instant Checkout. This is part of the larger infrastructure — Agentic Commerce Protocol — […]
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