predictions
Forrester’s predictions help business leaders see what’s coming and what’s most critical for business success. Read on to explore market-defining trends in emerging technology, consumer behavior, B2B sales, customer experience, and much more.
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Predictions 2027: New Products Will Fill Gaps As AI Reshapes Insurance
Insurance will change as new risks, customer expectations, and AI reshape products and experiences. Explore three 2027 predictions for parametric coverage, longevity-focused products, and agentic AI in insurance.
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Predictions 2027: A Consumer Revolution Is Rewriting Healthcare’s Rules
AI, direct-to-consumer services, and breakthrough therapies are changing how consumers navigate healthcare. Explore three 2027 predictions that will reshape healthcare journeys and challenge organizations to rethink their role.
Who Controls AI In 2027?
As AI transforms B2B go-to-market strategy, technology, security, and customer experience leaders must balance control with adaptation. Forrester’s Predictions 2027 guides, blogs, and webinars reveal what that requires.
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Predictions 2027: CMOs Reckon With An AI Reality Check
AI’s blank check is about to expire. In 2027, CMOs will face a tougher test: proving that AI delivers enough value to justify its growing costs and risks. Discover why the next phase of AI adoption will demand sharper choices, stronger governance, and greater accountability.
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Predictions 2027: The Pursuit And Peril Of Control
More control won’t always mean better outcomes. Leaders who know where to set guardrails and how to deftly blend AI with human judgment will have a clear advantage in the year ahead.
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Predictions 2027: The AI Expectations Gap Will Emerge Between Leaders And Employees
The gap between what leaders expect from AI and what employees experience is set to widen in 2027. Discover three predictions that show why bringing people and technology together will be critical to delivering AI value.
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Predictions 2027: B2B Go-To-Market Teams Must Adapt As AI Shifts Control To Buyers
AI is reshaping B2B buying and exposing weaknesses in traditional go-to-market strategies. Explore three predictions for 2027 and what providers must do to compete on credibility, adoption, and trust.
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Predictions 2027: Disruption Unleashed
The pressure that’s been building around enterprise AI is about to give. See three of Forrester’s 2027 AI predictions and what they mean for spending, governance, and AI platforms.
A Third Of Consumers Will Reject Content They Can't Verify
Explore Forrester's 2027 Predictions guide for B2C, CX, and digital leaders to uncover the five shifts putting new pressure on brands to earn trust and regain control.
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Predictions 2027: CX Teams Build New Muscles To Seize The AI Opportunity
After years of disruption, CX teams face a defining moment. Discover how leaders will use AI to strengthen insights, orchestrate journeys, and elevate their strategic influence while avoiding efficiency plays that erode differentiation, human connection, and customer loyalty.
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Predictions 2027: It’s Going To Be Another “Hold My Beer” Kind Of Year For Security And Risk
AI failures, global outages, and physical disruptions will put security and risk leaders to the test in 2027. Explore three Forrester predictions and the steps organizations can take to strengthen governance, resilience, and readiness.
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Predictions 2027: Europe Wants Control But Can’t Pull The Plug
The debate over digital sovereignty is entering a new phase. In 2027, European leaders will move beyond ambition to action, making pragmatic decisions about what to localize, what to protect, and where global dependencies still make strategic sense.
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Predictions 2027: AI Slingshots Environmental Sustainability From Promises To Action
AI’s rapid growth is colliding with real-world limits on energy, water, and infrastructure. Explore Forrester’s 2027 predictions to see how new regulations, community scrutiny, and digital product passports will reshape sustainability strategies.
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Predictions 2027: Big Media Growth Engines Hit The Limit And Pivot
A decade of media growth is giving way to a period of reinvention. Forrester’s 2027 predictions reveal how leading media and technology firms will adapt as subscriptions slow, search evolves, and AI transforms consumer discovery and advertising.
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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Predictions 2026: Payments Innovation Takes Root, But Don’t Expect Overnight Change
The payments landscape has been steadily reinventing itself, and 2026 is shaping up to be a year when the seeds of innovation finally sprout. 2026 is about watching new ideas — such as agentic payments, stablecoins, and next-gen biometrics — take root. Learn more in our 2026 payments predictions.
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Predictions 2026: Trust Will Be The Ultimate Currency For B2B Buyers
As buyers become both more empowered and more skeptical, they’re demanding transparency and measurable outcomes. Providers that fail to adapt will not only find themselves sidelined — they’ll also face risks.
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Predictions 2026: The Workforce Muddles Through Ambient Disruption
Disruption no longer comes in the form of episodic occurrences for workers. Discover how that will manifest in the year ahead.
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Predictions 2026: AI Gets Real For Customer Service — But It’s Not Glamorous Work
AI won’t transform customer service in 2026 — but foundational work will. Discover how the customer service space will evolve in the coming year.
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Predictions 2026: Manufacturers Double Down On Basics And Plan For The Future
In the year ahead, leaders will be forced to balance incremental improvement and capacity building with a few targeted investments in the technologies they’ll need tomorrow. Explore our predictions for the smart manufacturing and mobility sectors.
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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Predictions 2026: Smaller Players Emerge Through Cracks In Media’s Triopoly
For years, the Google, Meta, and Amazon triopoly has dominated media budgets — but that dominance is under threat. Learn how the media and advertising space will evolve in the year ahead.
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Predictions 2026: AI Agents, Changing Business Models, And Workplace Culture Impact Enterprise Software
In 2026, enterprise applications will move beyond the traditional role of enabling employees with digital tools to accommodating a digital workforce of AI agents. Tech leaders will be forced to decide how far to go in digitizing business processes and orchestrating workflows independent of human workers.
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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.
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