Forrester is a global independent research and advisory firm that helps leaders across technology, marketing, customer experience, product, and sales functions make confident decisions in an AI-driven world. The firm differentiates itself through proprietary research, continuous guidance, and immersive events that accelerate initiatives and deliver measurable outcomes. Forrester's customer-obsessed approach and research-based consulting provide actionable insights for executives to execute their priorities with confidence.
An integrated model for turning insight into action, delivering actionable guidance to drive strategic initiatives with confidence and deliver better outcomes faster.
Evaluations and market landscapes that inform perspective.
A generative AI tool that swiftly analyzes reports, data, and insights, enabling clients to tackle complex business challenges and fast-track their progress with confidence.
Forrester's 2026 US Retail Competition Tracker highlights that Amazon and Walmart captured nearly 70% of retail sales growth among top US retailers in 2025. The report emphasizes that digital ecosystems, advertising, and membership-based revenue models are critical for scaling and maintaining competitive advantage in the current retail landscape.
Unily has launched Content Studio, an AI-powered engine designed to transform corporate source material into various content formats including video, podcasts, and infographics. The platform utilizes a consumption-based credit model and supports distribution across intranets, SharePoint, and digital signage.
Major platforms including YouTube, Amazon, and Shopify are increasingly integrating generative AI agents to facilitate conversational commerce. Digital leaders are advised to establish governance for agentic access and optimize product content to maintain control over the customer journey as search evolves into conversational interfaces.
Forrester's 2027 security predictions identify risks from AI-driven software vulnerabilities, potential litigation regarding AI negligence, and physical disasters impacting regulatory compliance. These trends emphasize the necessity for streaming infrastructure teams to prioritize governance and robust incident response to mitigate operational and legal exposure.
Forrester analyst report outlines key questions regarding Accenture's Q4 2026 earnings, specifically focusing on the growth of its Song division and the impact of AI on labor-based revenue models. The analysis examines whether AI-enabled services are driving incremental revenue or merely compressing billable headcount across the consultancy's media and marketing practices.
Alibaba Cloud has announced a strategic shift toward an agent-native infrastructure, focusing on operationalizing intelligent agents at scale through dedicated runtimes and context engineering. The company introduced a full-stack platform including new silicon, infrastructure, and model portfolios designed to support autonomous enterprise workflows.
Forrester has released a report outlining a continuous testing framework for AI-infused applications, arguing that evaluations must be treated as reusable engineering assets. The firm predicts a market convergence between traditional software quality assurance vendors and specialized AI validation providers to address the unique risks of nondeterministic AI systems.
Forrester's Q3 2026 report on B2C Customer Data Platforms (CDPs) identifies a market shift toward AI-powered decisioning, journey orchestration, and warehouse-native data access. The analysis evaluates 10 vendors, emphasizing that streaming marketers are moving beyond simple data collection to prioritize real-time interaction and outcome-based engagement.
Forrester has defined two new market categories for enterprise AI: Neocloud, a purpose-built infrastructure layer for GPU and accelerator utilization, and NeoPaaS, a Kubernetes-based platform layer for governing agentic AI lifecycles. These frameworks are intended to help technical leaders standardize AI workloads and improve infrastructure efficiency.
Visa has announced an agreement to acquire behavioral biometrics specialist BioCatch for $2.4 billion to bolster its fraud detection and identity verification capabilities. The acquisition marks a strategic move to integrate continuous user behavior analysis into Visa’s merchant-facing protection suites, addressing pre-payment risks like account takeovers.
