#Forrester

AI is compressing consumer discovery, decision-making, and service into fewer, faster, and increasingly invisible moments. Answer engines and AI agents now decide what customers see — or don’t.…

Insights From The Forrester Women’s Leadership Roundtables At B2B Summit At this year’s B2B Summit, I had the privilege of cohosting our Forrester Women’s Leadership Program with my colleagues, Maria Chien and Amy Hayes.…

In less than a decade, retail media evolved from a monetization tactic piloted by margin-seeking mass retailers into one of advertising’s fastest-growing channels. By nearly every surface-level metric, retail media works.…

For years, financial services firms have provided content-heavy, generic guidance, often leaving consumers to do the hard work of translating information into financial decisions. AI is changing that dynamic.…

Zendesk Relate 2026 showed that agentic customer service depends on structured knowledge, new roles, and operational readiness.

Freshworks’ latest announcements reflect a broader shift in service management AI from feature expansion to operational practicality. The real differentiator is no longer whether a vendor offers generative or agentic capabilities but whether those…

TeamViewer Connect in New York City brought together TeamViewer leadership, customers, and digital employee experience (DEX) practitioners for a grounded discussion about what it really takes to “level up” DEX.…

Financial well-being is under pressure — learn how banks can drive growth, trust, and resilience by creating proactive, personalized digital experiences.

Check out the latest Forrester Wave™ evaluation of the governance, risk, and compliance platforms market and its findings.

Success with AI rests on having a workforce that’s equipped and excited to use it. Forrester’s recent experience launching an AI learning program offers some valuable lessons.

Forrester’s Agentic Commerce Framework Guides Your Strategy The Hype Around “Agentic Commerce” Is Deafening — How Real Is It? Yes, answer engines like ChatGPT have cracked open new possibilities for how consumers shop.…

Marketplace platforms no longer represent a single category decision for enterprise buyers. The market is bifurcating into two operating models/enterprise motions that define how value is created, delivered, and measured: digital services (“bits”) and…

From Forrester's Marketing Blog: How To Build A Premium Airline In The Sky Of Sameness

The first ever Forrester Future Leaders class gave as much as they took at Forrester's B2B Summit in Aprill 2026. See what they learned about authenticity, making connections, and always-on learning.

From Dev.to - ai: Adaptive Process Orchestration Has a Governance Gap. Here's What That Means for Enterprise Adoption.

From Forrester's Marketing Blog: Attend Forrester’s Agentic Commerce Workshop To Ensure That You’re Asking The Right Questions About Agentic Commerce

B2B marketers are launching more programs but creating more noise. Learn how marketing program orchestration improves buyer experience and revenue outcomes.

From Dev.to - ai: Adaptive Process Orchestration Has a Governance Gap. Here's What That Means for Enterprise Adoption.

: If software writes software the risk is “systematic failure at scale”. Someone needs to take charge, argues Forrester

The global economy of 2026 has officially moved past the "experimental" phase of digital evolution....