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In 2025, the true potential of generative AI as a growth driver will be tested. B2B marketing, sales, and product teams should prepare for the good, bad, and even ugly outcomes of trying to generate value from this hot technology.

After a period of strong technology investment, the emphasis in 2025 will shift to making existing technologies work harder through improved adoption, integration, and optimization. Learn more in our 2025 predictions for technology leaders.

There is no easy path to AI success, and tech and business leaders need to prepare for the grind. This year’s AI predictions highlight the importance of marrying data and AI strategies, bringing business and technical expertise together, and leveraging partners for excellence.

2025 will be another year of CX mediocrity — unless you’re ready to kick things into high gear. Learn about the challenges (and opportunities) awaiting CX leaders in the coming year.

We launched our genAI tool, Izola, one year ago today with the goal of helping clients accelerate progress on their top initiatives. To celebrate Izola’s birthday, we’re thrilled to share a few of the ways that our clients are deriving value.

The future of sales and marketing alignment is at risk as emerging pressures force leaders to evolve their sales and marketing relationships. Learn three hard truths about marketing and sales alignment in this preview of a new report.

Retailers needing advice before the winter shopping season: Read this blog for a sneak peek into Forrester’s retail holiday planning guide.

A potential split at CVS marks a significant shift in the retail company’s strategy from one-stop-shop for all things healthcare.

Customer-obsessed B2B companies achieve stronger revenue growth and profitability growth than their peers. So how do you achieve customer obsession? Break it down into actionable steps.

In recognition of CX Day 2024, Bain & Company, in collaboration with Kantar and Qualtrics, released a new set of global standards for customer experience teams. Will they help CX teams resolve their challenges?

One outcome of internal developments or acquisitions is that networking infrastructure choice has evaporated — even if vendors claim otherwise. HPE's recent acquisition of Juniper brings this into focus.

Commvault announced that it is acquiring Clumio for $47 million on September 24. What does this acquisition mean to one of the leaders in the enterprise data resilience market?

There is no single green or sustainable consumer. Values and attitudes vary greatly within the same age group or across different countries. Learn about Forrester’s recently updated green segmentation for 2025 in this preview of a new report.

VR headset fatigue is very real. The same cannot be said for Meta’s other hardware endeavor.

Get a detailed look at how the two winners of Forrester’s 2024 Technology Strategy Impact Awards for EMEA have successfully demonstrated exceptional alignment, adaptivity, and trust in their IT strategies, setting a shining example for their respective industries.

As AI becomes a key driver of economic growth, it presents both opportunities and challenges. To ensure AI benefits society, employees, customers, and organizations, it’s crucial to prevent a scenario where the concentration of power in the tech sector leads to a new form of digital dominance. 

We started our evaluation of human risk management solutions knowing that vendors and customers were at different stages of adoption. We faced resistance – the level of which depended on where vendors were in achieving their own vision of HRM.

The new model is a significant step forward and a preview of what's to come. Learn about the three key innovations that power OpenAI's o1.

The generational shift is forcing a reckoning among B2B companies. Understanding younger buyers' preferences is key to sustaining growth.