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What could the antitrust trial portend for Google and for advertisers and publishers? We break down three key questions.

Data and AI leaders today must create business value from trusted data, build the foundation to scale AI, and cultivate a data-driven culture. To help them meet these challenges, Forrester is launching Forrester Decisions for Data, AI & Analytics. Learn more about this new service and how it can benefit your organization.

Upbeat budget expectations for 2025 will serve European leaders well, but placing the right bets will be critical to securing a competitive edge. Read a few of our top recommendations.

In 2024, European banks joined other regions and industries to see a significant drop — a worrying sign with grave business implications.

As AI continues to dominate the technological landscape in 2024, security, the need for trust, and innovation in advanced computing remain vital. These trends influenced our selection of the next 10 top emerging technologies for 2024.

While AI has huge potential to mitigate the environmental crisis, the technology that powers AI has a huge impact on climate change and water resources. Learn how the futures of AI and the green market revolution are intimately linked and how they will both become invisibly embedded into our daily lives.

Changing buying behaviors are pushing traditional ways of marketing into irrelevance. It’s time for CMOs to step up, make changes, and take ownership of the entire revenue cycle before it’s too late.

AMD's recent and planned acquisitions sets the firm up to better compete with NVIDIA in a few different areas. Learn how in this post.

Personas are foundational and seemingly simple, yet deceptively challenging. Learn what it takes to create effective ones.

According to Forrester data, 95% of APAC technology decision-makers anticipate increased IT budgets next year. But macroeconomic uncertainty will force IT leaders to make tough decisions. Get insight into where to invest, where to cut, and where to experiment with your 2025 IT budget.

No sales force can function without technology, but enablement leaders must emphasize and communicate revenue-centric outcomes, treating tools as supporting actors rather than spotlighted vanity projects. Never forget that revenue enablement is not in the tool business — it’s in the empowerment business.

Get an inside look at the enterprise architecture strategies of this year’s EA Awards winner, Scotiabank, and learn which firms were runners-up.

Platform vendors and service providers previously associated with ABM are now adopting a different acronym. Attempting to profit on the GTM buzz could backfire.

The newly launched "Time Is Money" initiative may have unintended consequences. Learn what they are, and what actions might be more meaningful.

What happens when five security analysts gather at a security conference in Las Vegas? Stuff gets broke. Find out more in this review of the recent BlackHat USA event.

How do conversational AI systems stack up against real-life use? Use this simple test to evaluate the capability of your systems to accommodate real user language variance.

As portfolio marketing and product management leaders head into budget planning season, use these four action items to guide your work.

Chances are that your organization is lying to itself about the quality of the customer experience (CX) it provides. It's time to stop paying heed to data that enables this.

Forrester’s Budget Planning Survey, 2024, uncovers a dual narrative for marketers in the coming year: The challenge lies in managing tight budgets but also in the dichotomy of needing to invest in recent technology- and process-related advancements to stay relevant. Strategic budget divestment is required in this environment.