Economic and geopolitical volatility kept business and tech leaders on edge in 2025, and 2026 won’t offer much relief. Yet the atmosphere will be a little more subdued next year as AI exuberance cools and companies reckon with early missteps and inflated promises. There will be a yearning for clarity — and a race to differentiate on trust and genuine value.

Forrester’s 2026 predictions provide research-based insight and advice for building a clear path forward. Our reports, which span 29 roles, regions, and industries, include specific calls to help leaders anticipate what’s ahead and succeed despite uncertainty. (Clients can access the full reports here; if you’re not a client, explore function-specific guides, blog posts, and upcoming webinars on our public Predictions 2026 hub.)

Navigating the coming year will take some mindset shifts: from lofty ambition to pragmatism, from experimentation to accountability, from surface-level engagement to meaningful connection. Savvy leaders across marketing, CX, and tech will recalibrate their strategies as buyers demand proof, consumers seek authenticity, and AI deployments face constant scrutiny. To win the race to trust and value, they will push for operational discipline and smarter governance of AI — and, in parallel, resurface the importance of human insight.

Innovation will continue, offering opportunities for those who apply the right lessons from 2025. Agentic systems will begin to take hold, AI-native neoclouds will gain traction and funding, and generative AI will make specialized advice more accessible. To capitalize on these shifts, resist the pull of vendor hype and focus on where technology can truly move the needle. Apply it with purpose, align it to outcomes, and prioritize capabilities that deliver real value for your organization and, more importantly, for your customers.

In a year defined by continued volatility, clarity will be your greatest asset. Our predictions can help you gain that clarity.