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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Predictions 2027: AI’s Sovereignty Crisis Drives Governments To Attempt Greater Control
AI is exposing how little control governments have over the technology, suppliers, and skills that power public services. In 2027, expect greater intervention as governments confront the limits of digital sovereignty.
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Marketing’s Next AI Challenge: Scale What Works Without Losing Control
At this year’s Marketing AI Conference (MAICON), I noticed a shift in how marketing leaders are approaching AI transformation. The conversation is moving beyond AI literacy and individual productivity toward building repeatable workflows, developing AI agents, and making these capabilities part of everyday work. Many of the sessions highlighted marketing’s next challenge: empowering teams to […]
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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The Future Of Software Will Be Defined By Stewardship
This summer, my colleague Diego Lo Giudice and I explored a deceptively simple question: What happens to enterprise software when AI makes software creation abundant? We found a paradox: Get more of what you want, and you also get more of what you don’t want. Get More Of What You Ask For AI writes code, […]
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The Forrester Wave™: Localization Services, Q3 2026 — Keep The LSP, Change The Relationship
Language AI has changed what businesses can localize, who can do it, and where it happens. It has also raised an obvious question: Do enterprises still need localization service providers (LSPs) when translation is being built into everyday applications? Last week, we published The Forrester Wave™: Localization Services, Q3 2026 to help answer that question. […]
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Who Will Become The Trusted Assurer Of Your Enterprise AI?
California’s recently enacted AI legislation may ultimately matter for a reason that has received relatively little attention. Senate Bill 813 and Assembly Bill 1405 are not just about governing AI systems. They begin to formalize expectations for the organizations that assess, verify, and audit those systems. The state’s subsequent executive order reinforces that direction by […]
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Your AI Productivity Gains Are Creating More Work
Shopify CEO Tobi Lütke recently warned employees against tossing “AI slop grenades” to coworkers: using AI to generate something quickly, then shifting the burden of reviewing, interpreting, or fixing it to someone else. Marketing leaders should pay attention. It’s not enough to worry about AI slop reaching customers and burying editors, creative teams, and other […]
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AI Is Reshaping How Consumers Seek Financial Guidance
As consumers turn to AI for personal finance, trust becomes the key differentiator of financial guidance.
Your Next Buyer Might Be An AI Agent
Agentic buying will touch 75% of B2B purchases by 2027. Explore Forrester's 2027 Predictions guide for B2B leaders to uncover five shifts needed to maintain trust and control.
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CIOs: XaaS Doesn’t Mean You Need Bigger Budgets
Global tech spend grew 30% from $4.0 trillion in 2020 to $5.2 trillion in 2025. Yet data from Information Services Group (ISG) indicates that spend per user was flat. In fact, the global spend per user benchmark from ISG fluctuated between $15,000 and $16,000 each year from 2020 and 2025. This suggests to CIOs that […]
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People Make The AI Reinvention Engine Work
A conversation with David Walker, former chief technology officer of Westpac and technology leader at DBS AI models may increasingly provide the intelligence for how your workflows run, but people determine where AI is applied, which work should change, how risks should be assessed and prioritized, and how value will be measured. Those aren’t entirely […]
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The Boring Truth About AI
Everyone and their grandmother is talking about AI, and it’s just not interesting anymore. Let’s face it, once a technology topic becomes kitchen-table conversation fodder, tech pros grow weary of discussing it. Yet every vendor has a “game-changing” solution you should buy, every staffing firm has highly trained AI specialists, and your neighborhood barista can […]
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AI Can Rewrite Code, But It Cannot Recover Intent
For decades, critical applications have accumulated business rules, integrations, workarounds, and dependencies faster than organizations could document them. Documentation is incomplete, the original developers have moved on, and application specialists are retiring — taking their with critical institutional knowledge with them. The result is a business problem disguised as a technology challenge. Modernization teams encounter […]
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Intent Is The New Epicenter Of Agentic Security
Cybersecurity spent decades trying to stop things from happening, identifying them, and then investigating what happened. Agentic AI challenges us with a much more difficult question: What was the system trying to do? Agents don’t just execute instructions. They interpret objectives, select tools, access data, cross systems, and change tactics. In most cases, a user […]
AI Wants 20% Of Your Budget. Now What?
Get Forrester’s 2027 Predictions guide for technology and security leaders to explore five shifts shaping investment, risk, and innovation.
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Does Your “Agent Governance” End Up Governing Everything But The Agent Itself?
Most enterprises govern the systems around AI agents, not the agents themselves. They control credentials, log tool calls, and route high-risk actions to a human approver. These are useful controls, but they were designed for software that follows instructions. Agents reason at runtime, and that reasoning can turn compliant actions into a noncompliant outcome that […]
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Turn AEGIS Controls Into An Agentic AI Security Stack
Agentic AI creates control, technology, and purchasing problems. Security leaders need to know the controls that they must satisfy, the technologies that can satisfy them, where existing tools already provide coverage, and where a new investment actually fills a gap. Far too often, we see clients conducting that process in reverse order … trying to […]
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Your AI Strategy Already Made A Risk Decision. Have You?
How do you know when an AI use case is too risky to pursue? The answer has less to do with the technology itself and more to do with whether your organization has the governance, processes, and decision-making discipline needed to support it.
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Content (Alone) Won’t Close Your AI Skills Gap
Over the last year, there has been a recurring theme in my client requests. Who makes the best AI upskilling content? What should I buy to upskill my workforce? What’s the fastest way to learn AI skills? At first, I responded by saying that the content market was evolving quickly, and I couldn’t give anyone […]
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Introducing AEGIS — The Guardrails That CISOs Need For The Agentic Enterprise
AI agents aren’t coming — they’re already here, and they’re not waiting for your security architecture to catch up. Learn how Forrester’s new AEGIS framework can help CISOs secure, govern, and manage AI agents and agentic infrastructure.
Live Analyst Insights: Who Will Control AI In APAC?
Join Forrester analysts on Dec. 1 to explore how AI, sovereignty, trust, and geopolitical pressures will redefine technology and security decisions in 2027.
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Snowflake Summit 2026: The Race Has Shifted From Building AI To Operating It
The biggest takeaway from Snowflake Summit 2026 wasn’t another AI announcement; it was a fundamental shift in what enterprises should expect from a data platform for AI. The conversation has moved beyond building models and copilots to operationalizing agentic AI at scale. It requires more than AI infrastructure; it demands a lakehouse capable of delivering […]
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AI Agents Can’t Read Your Pricing, And It’s Becoming A Revenue Problem
As AI agents take on a larger role in B2B buying, pricing and packaging content must be designed for machine consumption as well as human decision-making. Vendors that fail to make commercial information agent-ready risk losing visibility, influence, and revenue.
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Agentic ERP Won’t Scale Until CIOs Control The Proof, The Price, And The Portability
Enterprise resource planning (ERP) vendors are rapidly packaging autonomous operations as the next “platform” mandate, but the real constraint on the rollout of autonomous operations will be enterprise control — whether technology leaders can verify agent actions, govern consumption, and preserve business meaning across a fragmented estate. And fragmentation is the ERP operating reality: According […]
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