Blog
AI has moved from hype to practical impact in B2B digital commerce, with real gains coming from proven use cases that enhance customer experience and operational efficiency. The leaders pulling ahead are those who pilot, learn, and scale — tying AI investments to business outcomes while upskilling teams and adopting ethical, customer‑centric practices.
Blog
As buyers lean more on answer engines in their purchasing processes, marketers must evolve their content and messaging approaches to break through.
Blog
Value-aligned metrics are like a jazz band agreeing on the harmony. What happens if they don’t? Imagine you’re in a late-night jazz club. A trio settles into a smooth groove. Then the sax takes off in one direction while the bassist heads in another. The drummer adjusts, trying to pull it together. The room feels […]
Blog
Around this time two years ago, I published a blog announcing my report, Case Study: DBS Bank’s Billion-Dollar AI Banking Dream. It detailed how this Singaporean bank built and directed its AI capabilities to benefit its customers, business lines, employees, and shareholders. The total economic value the bank had derived that year (i.e., by end […]
Blog
Digital intelligence (DI) is no longer a nice-to-have — it’s a competitive necessity. As customer expectations evolve and digital behaviors become more complex, organizations must rethink how they collect, analyze, and act on digital data. Forrester’s latest research, Measure Your Digital Intelligence Maturity, introduces a comprehensive self-assessment to help digital, CX, and analytics leaders benchmark […]
Blog
Marketing and technology have never been more intertwined, yet effective collaboration between these functions remains elusive for many organizations. As AI accelerates transformation across workflows, this misalignment can become a liability. While collaboration improved during the pandemic, progress has stalled due to lack of goal alignment, communication failures, and conflicting priorities and budgets. GenAI And […]
Blog
Effective alignment across functions, teams, and partners remains one of the most persistent barriers to value creation for organizations. Our latest research, “Design Metrics That Boost Organizational Alignment,” shows why even organizations that use frameworks such as OKRs struggle and how value-aligned measurement helps bridge the gap.
Blog
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.
Blog
B2B event teams are navigating a difficult environment — marked by flat or declining budgets, high inflation, resource constraints, and intensifying competition for attendees and sponsors. Registration is trending later, and audiences are looking for more immersive, interactive, and personalized experiences. Forrester’s annual event survey provides event leaders and planners with insights to negotiate this […]
Blog
Most CIOs face mounting cost pressure, driven by the business. Forrester’s Business And Technology Services Survey, 2025, found that 48% of business leaders rank cost reduction as a top priority. Many organizations have already chased quick savings: 76% have renegotiated vendor contracts, yet the strain persists. In the same survey, 22% still report insufficient budget […]
Blog
In 1978, there was little to no evidence that people longed for a device to let them wander around playing cassette tapes through headphones. In 1997, there was little to no evidence that people were hankering for a company to send them DVDs by mail. And in the early aughties, there was little to no […]
Blog
In the AI era, skipping research fundamentals only leads you to wrong decisions faster, with negative outcomes for both your customers and your business. We developed the Customer Research Canvas to help research professionals and practitioners execute better research.
Blog
Proactive security has always been based on three principles: visibility, prioritization, and remediation. But in the age of AI, each principle will continue to experience challenges. In our latest research, The Future Of Proactive Security, we found that the future of proactive security hinges on how well teams answer six foundational questions across each principle: what, when, where, why, how, and who. Since AI accelerates […]
Blog
At the recent NRF event, the headline was shopping in answer engines, with Google’s new Gemini Enterprise for Customer Experience and Universal Commerce Protocol getting lots of attention. Tucked below the fold, however, was important news for CX and contact center leaders: the announcement of Google Cloud’s Customer Experience Agent Studio. Customer service and CX […]
Blog
Global trade continues to be exposed to significant pressures and structural change. Geopolitical tensions, supply chain disruptions, and shifting investment flows are forcing corporate leaders to rethink their sourcing and manufacturing ecosystems. Meanwhile, modern trade agreements have become essential tools for stabilizing commerce and rewriting the rules for the movement of goods, capital, labor, and […]
Blog
Jorissa Neutelings, chief digital officer at ABN AMRO, has a vision, and it’s a compelling one. She joined us on stage at our CX Summit EMEA last year and again on the CX Cast to describe her vision for the “liquid company” — a company that adapts instantly to customer context, removes friction, and embeds […]
Podcast
Jorissa Neutelings, ABN AMRO’s Chief Digital Officer, discusses the bank’s bold vision for becoming a liquid company: a fully adaptable, hyper‑personal, modular, and conversational organization that meets customers exactly where they are. Jorissa explains why trust, transparency, and intentional friction are essential in a digital world shaped by AI, agents, and rising fraud risks. Featuring […]
Blog
Explore how conversational banking is reshaping customer engagement and redefining banks’ strategic priorities.
Blog
Forrester’s State Of AI Survey, 2025 reveals a surge in AI deployment across organizations: 78% of AI decision-makers report their organization already has generative or predictive AI in production. Yet this momentum masks deeper strategic gaps. One of the most glaring gaps is poor AI governance and risk management. If unattended, this gap can only […]
Blog
Yesterday, the White House unveiled the Great Healthcare Plan, a framework for the administration’s ambitions to reshape aspects of the US healthcare system. This follows a series of failed attempts to revive Affordable Care Act (ACA) premium subsidies, a key pillar of the current conversation around healthcare affordability. The expiration of ACA subsidies, combined with […]
