Use this page to scan recent stories from Forrester, see the themes that keep appearing, and jump into complete story briefs.
The customer data platform (CDP) category is graduating to a new phase. Marketers have unprecedented expectations for data as AI utilization explodes and marketing demands sophisticated insights, personalization, cross-channel execution, and measurability. To power the next generation of tools and customer engagement,
Answer engines such as ChatGPT, AI Mode, and Claude mediate brand growth. They institutionalize word of mouth, determine consideration sets, and increasingly monetize. Marketers eager to influence how answer engines perceive their brands are rushing to enact answer engine optimization (AEO) best practices, connect role
Organizations don’t organically mature into effective AI adoption. At CX Forum West, Colleen Fazio explained how companies can build a solid human foundation in which they can ground their AI initiatives.
Organizations don’t organically mature into effective AI adoption. At CX Forum East, Colleen Fazio explained how companies can build a solid human foundation in which they can ground their AI initiatives.
Cybersecurity spent decades trying to stop things from happening, identifying them, and then investigating what happened. Agentic AI challenges us with a much more difficult question: What was the system trying to do? Agents don’t just execute instructions. They interpret objectives, select tools, access data, cross sy
H1 2026 earnings season told the story vendors wanted told: AI attach rates climbing, cloud backlog compounding, and platforms expanding into adjacent workflows. ServiceNow sustained approximately 19% subscription growth while increasing its 2026 AI commitment to $1.5 billion. Salesforce grew Agentforce annual recurrin
Service providers from Accenture to Wipro and beyond are on the acquisition march. As Darwinian creatures born to survive, providers have a long history of buying what they need. Today, that means they are buying asset-centric firms to survive AI disruption and gearing up for the complex work of AI transformation. We r
Many organizations still approach Workday negotiations as a software procurement exercise focused on maximizing discounts. That mindset misses where the real commercial risks and opportunities reside. As Workday expands its platform footprint, AI capabilities, and commercial models, buyers are making decisions that wil
And it’s a wrap! We just closed two intense weeks shaped by our AI Forums in Singapore and Sydney. The events revealed both the extraordinary momentum behind enterprise AI and the scale of the reinvention still ahead. Across the two cities, we brought together close to 400 business and technology leaders. In the tech t
The discussion about agentic payments often starts with consumer shopping. But agentic payments may create value sooner in B2B, where transactions already operate within defined workflows, approval rules, and commercial relationships. Forrester defines B2B agentic payments as: Programmable, policy-governed payment flow
On August 19, Stripe agreed to acquire OpenRouter in a deal valued at more than $7 billion. OpenRouter gives enterprise buyers access to more than 400 AI models through a single interface so they can compare, select, and switch models without building separate integrations for each provider. This is one of Stripe’s mos
Every era of enterprise technology has added a defining layer to the stack. Mainframes gave us the system of record. Client/server gave us applications. The web gave us services and APIs. Cloud gave us elastic infrastructure. Now agentic AI is adding the next layer. Where the application layer executed instructions, th
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