#ForresterSMarketing

As the cost of AI products falls, the quality of the problem they solve becomes a more important determinant of value. Yet many product teams still start with a mandate to use AI and then look for a problem to justify it. That’s the build trap.…

The good news: AI governance is on the enterprise agenda. The problem: It still isn’t embedded deeply enough in enterprise AI strategy. According to Forrester’s most recent data, only 42% of AI decision-makers say governance strategy is included in their…

Agentic commerce and agentic advertising were on full display at Amazon Ads unBoxed 2026. Amazon demonstrated how predictive, generative, and agentic AI can take on the work of helping consumers decide what to buy and helping advertisers turn business…

Layoffs are not simply an operational exercise. They put a company’s accumulated trust on display. Departing employees, those who remain, prospective hires, customers, partners, and investors are all watching to see whether its treatment of people matches…

Organizational Politics can make or break transformation. Discover why strategy alone fails and how leaders can build coalitions for change.

Agents don’t automatically make advertising more productive. Layering AI onto broken processes merely automates inefficiencies. The bigger opportunity is reengineering advertising around a new division of labor, where people set strategy and guardrails…

At Oracle AI World 2026, agentic AI moves from answers to action, raising new questions about autonomy, governance, and control.

At GitHub Universe this year, the company made clear that it’s trying to reach two types of developers: Those who have never worked with GitHub before (“the floor”) and those already familiar with their products (“the ceiling”). Their overall strategy?…

Headlines about autonomous AI agents probing, bypassing, attempting, and even successfully hacking government and other websites have sparked a new round of debate about AI risk.…

Companies are racing to put AI into marketing and go-to-market (GTM) processes, expecting faster analysis, richer customer intelligence, greater productivity, and ultimately better decisions.…

In my latest report, Cybersecurity Risk Ratings Is Transforming Into Third-Party Cyber Risk Intelligence (for Forrester clients only), I outline multiple dynamics highlighting the limitations of cyber risk ratings (CRRs) and why change is needed.…

At Oracle AI World 2026 in Las Vegas, autonomous AI agents, intelligent applications, and enterprise transformation dominated the conversation. Yet one topic stood out: the growing importance of database security as AI reshapes enterprise risks.…

Maybe… if Net Promoter Score℠ (NPS) earns a “yes” on each of these five questions: Does it align with your business goals? Does it help improve CX? Will customers accept it? Will stakeholders embrace it?…

This is a really dangerous question that can lead your CX efforts astray and waste your time. If you don’t believe me, bear with me … does this feel familiar?…

Let’s address the elephant in the room: Coding agents don’t generate secure code. Securing the AI-generated code is left as a separate activity, and it’s only part of the job. Coding agents also select dependencies, invoke tools, and execute tasks.…

Is AI a bubble? Forrester’s new AI Bubble Model weighs supply against demand and scores the financial health of the companies paying for the build-out. A burst isn’t imminent.…

“Build AI that knows your business” is a tagline that SAP uses in its online collateral, and AI tooling with business context sits at the core of several announcements SAP made at TechEd 2026 in Berlin on October 27–29.…

Apparently, the US midterm elections are not all that happened yesterday in terms of big news: CVS has announced that it’s officially breaking up — and this time, it means it.…

For decades, cybersecurity professionals have relied on the principle of least privilege: Only give identities the access needed to perform their jobs. That principle remains essential. But AI agents have exposed its limits.…

AI capacity is reshaping FinOps as organizations shift from optimizing costs to securing and governing scarce AI infrastructure.