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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Announcing Our Evaluation Of The Agent Control Plane Market
The choice of agentic AI technology for enterprise leaders is best understood as an ecosystem of tech vendors that align with three functional planes, based on the need to: 1) build agents; 2) embed them into business workflows; and 3) manage and govern them at scale. These needs represent functional planes rather than strict layers […]
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Forrester Analyst Takes For Digital Content In 2026
Digital content will continue to be shaped by enterprises both investing in and looking to gain practical business value from genAI solutions. Here’s how we foresee digital content evolving.
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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Paying To Observe It All: Palo Alto Networks’ Acquisition Of Chronosphere
The move marks a departure from PANW's security pure-play roots. What's behind the acquisition, and what does it means for PANW and Chronosphere customers going forward?
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AI Vendor Threat Research And Cybersecurity’s Cynicism Problem
For years, the security community decried the lack of transparency in public breach disclosure and communication. But when AI vendors break with old norms and publish how attackers exploit their platforms, that same community’s reaction is split. Some are treating this intelligence as a learning opportunity. Others are dismissing it as marketing noise. Unfortunately, some […]
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The AI Automation Fallacy
Stop chasing the automation rainbow. The hard truth is that pushing AI to replace people often breaks the very processes you’re trying to fix. We explore why “productivity” doesn’t always mean fewer FTEs and how to shift your strategy from headcount reduction to human empowerment.
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Prepare Your Workforce For An Agentic Future With An Agent Experience Program
In the era of AI agents, most organizations could benefit from AX (agent experience), the discipline to prepare an organization to successfully integrate agents as collaborative partners with the human workforce. Learn more about these five specific AX skills: knowledge curation, change management, critical thinking, interaction skills, and agent oversight.
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How To Master Answer Engine Optimization
Consumers’ rapid shift to natural language and adoption of multimodal search, the voracity of answer engines’ bots, and answer engines’ ability to fill the top of the funnel require marketers to significantly adapt content, technical, and measurement practices. But how? Get answers to the three most frequently asked questions we get from clients around answer engine optimization.
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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2025: The Year Context Became King (And How Developers Are Wielding It)
The AI-driven software development lifecycle is no longer just about the raw power of the model — it’s about context engineering. Find out how context engineering can reduce AI agent drift and more in this post.
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How Do You Redefine Research Delivery For The AI Era? Start With Trust.
As AI reshapes how research is delivered and consumed, trust isn’t just important — it’s everything. In a world where speed and scale matter, the winners will be those who build AI on a foundation of integrity.
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The Real AI Bottleneck Is Organizational Reinvention, Not Computing Power
Anthropic, Google, Microsoft, OpenAI, xAI, and others are making trillion-dollar bets on AI infrastructure. They promise artificial general intelligence (AGI) delivered from the cloud, which they describe as “a country of geniuses in a data center.” But your ROI from AI depends almost entirely on something you’re not investing in — your organization’s capacity to reinvent itself. Find out why.
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Announcing The Forrester Wave™: Enterprise Fraud Management Solutions In Asia Pacific, Q4 2025
Fraud in Asia Pacific (APAC) is evolving at breakneck speed. New payment methods are rapidly becoming new attack surfaces: Instant payment systems such as PayNow and UPI are now mainstream, stablecoins are gaining traction for cross-border transfers, and fraudsters are weaponizing AI-driven scams like deepfakes and social engineering.
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Predictions 2026: Trust And Privacy — How GenAI, Deepfakes, And Privacy Tech Will Affect Trust Globally
As consumers and businesses learn to operate in a permanent state of skepticism, our trust and privacy predictions reveal how organizations must adapt to survive — and thrive
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AI Is Rewriting Software Work: What It Means For Your Team
Over the past 6–9 months, our team has been working on one of the most ambitious research efforts I’ve led at Forrester: a dual-track program combining dozens of qualitative interviews with development leaders and practitioners and a rigorous quantitative analysis of AI’s employment impact across the software development lifecycle (SDLC).
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What Trader Joe’s Can Teach Us About AI Use Cases
Early in the history of Trader Joe's, founder Joe Coulombe devised four simple checks that every product in inventory had to pass to truly tell a story about the brand while also aligning with the operational needs of the business. Can enterprises adopt a similar discipline for AI — a simple heuristic test for executives to cut through the noise and focus on the areas of opportunity that matter most?
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Pilots, Promises, And Public Purpose: How To Say “Yes” (Or “No”) To Government AI Offers
Given that ROI for AI remains elusive, it makes sense, and is arguably an imperative, that AI decision-makers in government want to ask hard questions before accepting the next “You can’t miss this” deal …
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Should B2B Brands Embrace Reddit?
Reddit’s recent partnership with G2 signals a new era for B2B brands and their buyers — one where community credibility becomes just as important as traditional content and SEO. Community spaces present both opportunity and risk, so B2B brands need to approach them strategically.
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Predictions 2026: Software Development Goes From Jamming To A Full Orchestra
If software development was music, generative AI would be rewriting the score. Learn how the tune will shift in the coming year.
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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Shifting From Creator Tools To Creative Participation: Adobe MAX Takeaways
Creativity has always extended beyond creative and content teams. But for years, many marketers and other employees lacked the tools, time, or skills to participate fully in shaping ideas and content. I just attended Adobe MAX 2025 and now see that reality changing. Adobe’s latest innovations aim to close those gaps by enabling anyone involved […]
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Predictions 2026: How Financial Services Can Thrive Amid AI Disruption
For financial institutions, lingering trust concerns, regulatory constraints, and the relentless pace of innovation loom large. The question isn’t whether to adapt — it’s how fast and how boldly they can pivot to thrive in a zero-click, machine-driven future.
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Cognite Lets Customers Demonstrate The Power Of Industrial AI
Like many of its peers and competitors, industrial software provider Cognite talks a lot about AI. But unlike some competitors, Cognite has real customer deployments — at scale — to talk about and used its recent Impact event in Houston to showcase them.
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