If Everyone Has AI, Where Will Advantage Come From?
As technology and data leaders gather at Forrester’s Technology & Innovation Forum Central, many are focused on the same challenge: using AI’s speed and scale without losing the context, expertise, and accountability that only humans provide. AI alone is no longer a differentiator. Advantage comes from how well firms blend artificial and human intelligence to deliver more value for customers and the business.
As a research and advisory firm, our mission is to help leaders navigate that balance with clarity and speed. And we’re doing the same for our own business by using AI to make our research more valuable and accessible while recognizing that clients still need our trusted experts to make critical decisions.
Redefining Research Delivery As AI Evolves
When ChatGPT launched in late 2022, Forrester saw that generative AI would change how people engage with research. In 2023, we introduced the research industry’s first generative AI experience, Izola (now Forrester AI), to deliver fast, trusted advice grounded in Forrester’s proprietary research, data, methodologies, and expert insight.
Since then, we have evolved Forrester AI with our clients and brought trusted insights into their workflows through Microsoft Teams, Microsoft Copilot, and — starting today — Claude.
But Forrester AI becomes more powerful when paired with analyst expertise. We call our strategy AI + HI — trusted artificial intelligence paired with human intelligence, judgment, and lived experience. Analysts add perspective shaped by research, client engagement, and market observation. They understand the organizational context behind decisions — and know when to challenge clients who may be heading down the wrong path.
AI + HI is what clients need to create durable advantage. It will continue to shape our research, products, experiences, and delivery models as we help clients bring trusted AI-powered insight and human expertise together at the moments that matter. The goal is clear: Capture AI’s power while elevating the human intelligence that turns insight into sound decisions and meaningful outcomes.
