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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Forrester’s AEGIS Framework: The New Standard For AI Governance
New AI governance frameworks continue to barrage tech and security leaders almost as fast as benchmarks on foundation models update. Forrester’s AEGIS Framework is not just “yet another framework” or acronym for CISOs to juggle. With our release of the report, Forrester’s AEGIS Framework For Agentic Security: Regulatory Mapping Template, it’s now a fully cross-referenced, […]
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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.
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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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.
The Countdown To 2026 Predictions Has Begun
Don’t miss your chance to lead with confidence. Get early access to Forrester’s expert guidance across marketing, CX, digital, tech, and security.
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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.
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Is Agentic Commerce A Thing?
Learn what agentic commerce means and how it impacts commerce experiences for customers today.
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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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The Right Mental Model For Agentic AI
Everyone seems to agree that AI agents will reforge the contours of work and business. What is less clear is the mental model to apply when conceptualizing the role of agents within the enterprise. Get some ideas and insights on how to get the most out of your agentic AI aspirations in this preview of a new report.
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Predictions 2026: AI Moves From Hype To Hard Hat Work
In 2026, AI will trade its tiara for a hard hat as enterprises prioritize AI function over flair. This year’s AI predictions emphasize the importance of investing in areas such as training and governance while evaluating the ROI of AI more closely.
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B2B Sellers Need A Fight Song To Address Buying Mayhem
To the sellers whose jobs have been complicated by buying shifts and, now, AI: This song is for you.
Missed It Live? Watch Forrester’s Take On 2026 Scenario Planning
Couldn’t make it to the live session? Watch this on-demand webinar to learn how tech leaders are applying scenario planning to budget smarter, balance AI and human talent, and build resilient strategies for whatever 2026 brings.
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Unstructured Data: Your Rocket Fuel For GenAI
Most B2C leaders are captivated by developing the newest generative AI tools or agentic solutions. But since AI models are only as good as the data they learn from, the real differentiator lies in the inputs — specifically, unstructured data. GenAI thrives on the messy stuff — images, video, speech, behavioral signals — and it’s […]
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AI Powers A New Computing Ecosystem
There’s a new AI computing stack forming to deliver AI-native experiences. Learn the five layers of that stack and how they combine to optimize AI workloads.
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Zero-Click Search Comes For Checkout: Agentic Commerce Automates Retail’s Next Frontier
Agentic commerce is spreading as OpenAI launches Instant Checkout offering shoppers conversational shopping from curiosity to checkout without redirecting consumers to merchants’ sites. Find out what this means and how B2C marketers are responding in this post.
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