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
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GenAI In European B2B Marketing: Why Hesitation Is The Real Risk
European B2B marketers see the promise of generative AI, but strict regulations and technical hurdles often slow progress. Gaining a competitive advantage requires moving forward — thoughtfully yet decisively.
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AI And Automation Will Take 6% Of US Jobs By 2030
AI will take over increasing numbers of workflows and tasks in the next five years. But workflows and tasks aren’t jobs. Get more insight and next steps in this preview of our new forecast on the impact of AI on jobs in the US.
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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Manufacturing And Automotive Giants Continue Their Shift From Grease To Code At CES 2026
Big names in smart manufacturing, such as Bosch and Siemens, used the recent CES trade show to showcase partnerships and growing AI powers. Find out more in this detailed review of the show.
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AEO Changes What Content Must Do: Help Buyers Decide
Answer engine optimization (AEO) exposes a gap that’s long been hiding in plain sight. Most content is designed to explain — but when marketers stop at answering questions and avoid framing comparisons, trade-offs, and decisions, they hand that responsibility to AI systems and third-party sources.
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IFS’s Industrial X Unleashed 2025: Opportunities And Risks In Industrial AI
IFS’s Industrial X Unleashed 2025 event promised a future where industrial AI and robotics redefine operations. While the vision is compelling, the journey to digital workers, predictive maintenance, and autonomous workflows is complex.
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Seven Roles, One Goal: How To Organize For Answer Engine Optimization
AEO demands broader, more intensive collaboration than SEO. Learn how roles should change and where they should intersect in a zero-click world.
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Semantic Shelf: The Dynamics Of Commerce Across Answer Engines
Black Friday and Cyber Monday shed light on how answer engine use affects shopping. Brands need to get ready.
Your Buyers Use AI Search — Here’s How To Stay Visible
Ninety-four percent of B2B buyers now use AI in purchasing, making traditional SEO outdated. Discover how answer engine optimization (AEO) can help your content stand out in a zero-click, AI-driven world.
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Welcome To Jr. High, GenAI
GenAI has entered its jr. high years — awkward, unpredictable, and forcing enterprises to confront the hard work of growing up. Forrester’s latest research reveals rising trust gaps, shaky ROI, mounting energy and cost pressures, and a workforce caught between anxiety and acceleration. Here’s what leaders need to know now to steer genAI through its messy adolescence and toward measurable value in 2026.
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Announcing The Forrester Wave™: AI Infrastructure Solutions, Q4 2025
AI infrastructure has crossed an important threshold. Find out why AI infrastructure decisions feel different and how our latest analysis on the AI infrastructure solutions market can help you make more confident decisions.
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GenAI Is Pushing Digital Transformation Into A No-Blueprint Phase
The era of blueprint-driven digital transformation is over. Generative AI has ushered in a no-blueprint phase where enterprises must chart their own course — here’s why that matters and the critical actions that you should take.
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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.
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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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.
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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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