CX Forum
West

As every brand races to deploy the same AI tools, the differentiating factors will be the people using those tools and the experiences they create. Our 2026 CX events will equip you to build experiences that win trust and lasting loyalty.

The rise of AI marks a turning point for EX. Using new technology paired with strong ethical guardrails, leaders can detect sentiment, emotion, and friction across teams in near real time.

Back-to-back slide decks. Cameras off. A handful of questions at the end. For many CX leaders, that’s what a “strategy day” still looks like. Now think about those scenes in “Stranger Things” where the kids are huddled around a table playing Dungeons & Dragons. They’re all in. They argue (in a good way). They remember […]

In 2026, consumers will lean into a yearning for in-person experiences and connection. Events offer unmatched opportunities to deepen connections, build trust, and create memorable brand moments. Our latest CX Cast episode features Forrester VP of Global Events Tavar James on making the most of these experiences.

Explore Forrester’s latest research on brand safety and suitability for 2026. Learn how marketers can balance risk, relevance, and ROI with strategic frameworks and insights from 2025 trends.

Answer engines such as OpenAI’s ChatGPT and Google’s AI Mode will deliver convenience to holiday shoppers. Brands: Provide resonant, technically sound, fresh content to improve your chances of persuading shoppers throughout their journeys on answer engines’ results pages.

Most organizations struggle to deliver relevant and valuable moments that resonate with their target audiences. To succeed, organizations must better understand consumer appetite for personalized interactions, define a vision, develop a strategy, audit their data, coordinate technology, and have a measurement plan.

Angelina and Martin explore the evolving landscape of AI trust in CX. They break down how European regulations, consumer confusion, and pop culture examples — such as virtual influencers and AI-generated bands — highlight challenges around transparency and authenticity. They also discuss how organizations can build trust in AI-powered experiences by focusing on empathy, transparency, and risk assessments.

The Misguided Pursuit Of Metrics Customer experience (CX) programs were designed to uncover insights, drive improvements, and enhance outcomes for customers while fueling business performance. Yet many have veered off course. Instead of improving experiences, they’ve become fixated on maximizing survey scores, mistaking metrics for meaning. Survey scores are not like other business metrics. They […]

Dive into this Forrester blog to understand agentic commerce, conversational commerce, and genAI-augmented guided selling as the future of owned digital shopping experiences.