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 Your Foundation First: The Hard Truth About Successful AI Deployments
AI can improve efficiency for GTM teams, but only if core processes are in place. This blog explores how to identify and fix issues like siloed workflows, disconnected systems, and inconsistent data, so AI can deliver real impact instead of amplifying inefficiencies.
Blog
From Keywords to Context: Impact and Opportunity for AI-Powered Search in B2B Marketing
AI-powered search is rapidly reshaping how B2B buyers discover, evaluate, and engage with providers during the purchasing process and postsale experience. Today’s buyers ask questions that require more than simple keyword matches. They expect modern search environments—from generative AI-based answer engines to AI agents—to understand their intent and deliver responses that are contextually relevant, credible, […]
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
How Accurate Were Our Predictions For 2025?
Predictions season is here, and our research teams have been hard at work formulating and fine-tuning their calls for 2026. But before we release our 2026 predictions, here’s a review of some of the “hits” and “misses” from our 2025 predictions.
Blog
How To Build AI Red Teams That Actually Work
AI red teaming blends offensive security tactics with safety evaluations for bias, toxicity, and reputational harm. It’s messy, fragmented and, most of all, necessary. Get six tips to get started on an AI red team that actually works in this preview of our upcoming Security & Risk Summit.
Blog
AI: Our Modern-Day Cyrano
Like Cyrano, AI often acts as the unseen ghostwriter, strategist, or partner, offering insights or phrasing that feel more articulate and persuasive than our own. But, as in the play, this arrangement introduces social complexities, ethical dilemmas, and maybe even heartbreak.
Blog
Brand Manufacturers: Explore Dynamic Commerce Before Retailers Eat Your Lunch!
For brand manufacturers, the contextualized interactions enabled by dynamic commerce are becoming a blueprint for growth. Learn how to leverage this now to maintain a competitive edge.
Blog
JFrog SwampUp 2025: The Agentic Development Era Emerges From The Swamp
Learn how JFrog’s announcements at its recent SwampUp user conference differed from those of its competitors by having an emphasis on application trust, supply chain integrity, and agentic development releases.
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.
Blog
Breaking The AI Adoption Paradox In APAC
Despite widespread adoption of AI tools by individual employees, most organizations in APAC remain stuck in pilot purgatory. Our recent Technology & Innovation Summit APAC event revealed how four leading companies are breaking through this paradox — lessons that CIOs and CTOs can apply in their companies.
Blog
Huawei Connect 2025: Building AI Infrastructure In A Sanctioned World
Huawei Connect 2025 was more than showing off new products. This year topics such as export controls and supply chain constraints dominated the conversation. Find out more in this event review.
Blog
CrowdStrike Fal.Con 2025: Flexing Into The Agentic AI Age
CrowdStrike held its Fal.Con 2025 conference recently and not surprisingly for a cybersecurity vendor event in 2025, AI dominated. Get our highlights and key takeaways here.
Blog
Workday Rising 2025: A CIO’s Reality Check On The Vendor’s Heavy Bets On AI
Workday’s inherent strength has been built on the “power of one” — a unified, organic architecture that doubles down on stability and simplicity above all else. At Rising 2025, Workday committed to maintaining this foundation while simultaneously executing a fundamental strategic expansion. Workday is repositioning from a closed best-of-breed application suite to an open AI […]
Blog
Your Top Questions On Generative AI, AI Agents, And Agentic Systems For Security Tools Answered
Many security professionals are still confused about which AI capabilities are real now and which will come down the road. Get answers to some of the most common questions about use of generative AI, agentic AI, and AI agents in security tools in this preview of our upcoming Security & Risk Summit.
Get Trusted Advice — In Seconds
AI Access puts Forrester’s trusted insights at your fingertips. Validate your strategy, align your team, and get instant advice grounded in proprietary research — no digging, no delays. It’s like having a Forrester analyst by your side, 24/7.
Blog
Marketers Are In Their AI Era (And It’s Not Ending Anytime Soon)
Through all the uncertainty this year, one constant persists: AI adoption and its potential to reshape B2C marketing as we know it. Find out how in this preview of a new survey and report.
Blog
Today’s Leaders Must Heed AI Advice For Future Disruptors
Startup founders, investors, technologists, and operators are all working frantically to get an early jump onto the AI train. Find out why and get more of the key takeaways from the recent Startup Boston Week event.
Podcast
Defining AGI, Measuring AI Search, Agency Swirl Continues
Are you wondering about the emerging technologies and shifting market dynamics that might shape your strategy for 2026 and beyond? Then this episode is for you. Get a detailed look at how three big shifts could dramatically impact plans and strategies for the year ahead (and get a preview for one of our upcoming 2026 Predictions reports, to boot).
Blog
BoxWorks 2025: AI And Automation Take Center Stage
Learn the four key announcements that underscore Box’s commitment to AI and what they mean for Box customers.
Blog
The Future Of AI Consulting Services Is Disruptively Bright
Despite what you may have read in the media, consulting is not being entirely consumed by artificial intelligence. CIOs are drowning in AI consulting pitches, from management consulting and Big Four accounting providers to boutique players. Learn six things AI consulting services providers will have to do to stand apart.
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.
Blog
Splunk .conf25: Cisco, AI, And Data
The 10th annual Splunk .conf took place in Boston recently. From the opening keynote to various new product releases and enhancements, get a full review of the event in this post.
Blog
The Remedy That Wasn’t: Answer Engines Outpace Antitrust Law
To remedy Google’s monopoly in search, Judge Amit Mehta ruled that Google merely has to share limited search data with rivals and stop making exclusive deals for Google’s preferential placement on devices. Find out what this means for marketers.
Blog
Strategic AI Readiness: How To Move From Hype To Scalable Impact
Most firms have AI strategies, but few activate them. Learn how to align AI with business value, scale use cases, and embed governance for lasting impact.
More posts