Forrester Research Inc (FORR)

Forrester: Nine In 10 US Marketing Agencies Use AI To Cut Costs At The Expense Of CreativityJune 24, 2026 3:00 AM
Business Wire New research calls on agencies and CMOs to shift their focus from AI-driven cost savings to preserving creativity and differentiation in the AI era According to Forrester’s (Nasdaq: FORR) The State Of AI Inside US Marketing Agencies, 2026, a new report released today in partnership with 4As, AI is now pervasive across US marketing agencies: Nine in 10 agencies use generative AI, and half use agentic AI for marketing execution. Yet rapid adoption, combined with an industrywide focus on productivity and cost efficiency, is undermining marketing effectiveness, creativity, and long-term brand growth. The report further states that enhancing the productivity and impact of staff remains the primary objective for agencies to use genAI (81%) and AI agents (63%). For the second consecutive year, the most cited use cases of AI in marketing include building creative content, crafting media and SEO strategy, and improving internal productivity. While CMOs and marketing teams can benefit from productivity boosts and cost efficiency in the short term, the emphasis on efficiency stifles creativity and growth in the long term. To realize AI’s full potential, CMOs and agency leaders must reinvest efficiency gains into talent, training, and AI-powered marketing operating systems that enable differentiated experiences, stronger performance, and sustainable revenue growth. “AI has fundamentally transformed marketing agencies, but the industry is at risk of mistaking efficiency for effectiveness,” said Jay Pattisall, VP and principal analyst at Forrester. “Our research shows that while agencies have successfully embedded AI into workflows and boosted productivity, they must now reset expectations and invest in creativity, talent, and marketing performance. Leaders who reinvest AI-driven efficiencies into innovation and differentiated experiences will be best positioned to drive sustainable growth and deliver meaningful business outcomes.” Key takeaways from US marketing agencies’ AI adoption, usage, benefits, barriers, and commercial models include: AI is deeply embedded across creative, strategy, and media workflows. Agencies are using AI extensively for ideation, content creation, competitive analysis, and performance reporting. For example, 74% use genAI to summarize documents and communications, and 70% apply it to research and competitive intelligence, demonstrating its central role in day-to-day operations. Reliability, legal, and privacy concerns remain major barriers to scale. Challenges such as accuracy and bias (63%), legal concerns (62%), and privacy and security risks (55%) continue to slow deeper integration. For AI agents specifically, lack of expertise (54%) and data infrastructure gaps (51%) further complicate adoption. Monetization lags, with most agencies treating AI as a cost center. Sixty-one percent of agencies still classify AI as a “cost of business,” with limited direct monetization, but agentic AI shows promise, with 31% of agencies planning to monetize it within the next 24 months, indicating a potential shift toward revenue-generating AI services. “The conversation around AI is evolving from adoption to impact. Agencies have embraced the technology; now the focus needs to be on how we use it to drive better marketing, stronger client outcomes, and new forms of value,” said Mollie Rosen, president of member solutions at 4As. “The real opportunity isn’t simply doing the same work faster — it’s using AI to unlock capabilities, experiences, and growth that weren’t possible before.” Resources: Explore additional insights from the report. Forrester clients can download the report here. Register to attend CX Forum West in San Francisco. Email press@forrester.com to meet with Forrester analysts at Cannes Lions 2026. About Forrester
Forrester (Nasdaq: FORR) is one of the most influential research and advisory firms in the world. We empower leaders in technology, customer experience, digital, marketing, revenue, and product functions to make confident decisions in an AI-driven world and accelerate growth through customer obsession. Our unique research and continuous guidance model helps executives and their teams achieve their initiatives and outcomes faster and with confidence. To learn more, visit Forrester.com. View source version on businesswire.com: https://www.businesswire.com/news/home/20260624357757/en/ Amanda Chordas
achordas@forrester.com Original: Forrester: Nine In 10 US Marketing Agencies Use AI To Cut Costs At The Expense Of Creativity

Forrester Opens Nominations For Its 2026 B2B Awards In EMEAJune 17, 2026 4:42 AM
Business Wire Awards recognise organisations for delivering measurable impact through cross-functional alignment Forrester (Nasdaq: FORR) today opened nominations for its 2026 B2B Return On Integration Honours and B2B Programmes Of The Year Awards for Europe, the Middle East, and Africa (EMEA). The awards recognize organisations that are driving measurable business impact through customer-obsessed growth strategies. Winners will be honoured at Forrester’s B2B Forum EMEA, taking place in London, 28–29 September 2026. The B2B Return On Integration (ROI) Honours celebrate organisations that have successfully aligned marketing, revenue, product, and customer functions to deliver measurable outcomes and drive enterprisewide performance. The B2B Programmes Of The Year (POY) Awards recognise standout functional initiatives across areas including marketing, revenue, customer engagement, and product that demonstrate innovation and measurable results. “Today’s B2B leaders are under pressure to deliver growth in increasingly complex and evolving environments,” said Paul Ferron, VP and research director at Forrester. “This year’s awards will spotlight organisations that are breaking down silos, aligning around the customer, and proving the value of integration with tangible business impact.” Awards Criteria And Eligibility Open to B2B organisations across industries in EMEA, the awards will evaluate how effectively companies: Align cross-functional teams around shared customer and business outcomes. Execute innovative strategies or programmes within specific functions. Demonstrate measurable results using clear, outcome-based metrics. Submissions will be judged on the depth of transformation, clarity of execution, and the ability to demonstrate quantifiable business impact. How To Enter Companies based in EMEA can visit here to review complete award nomination criteria and submit an entry via the online nomination form by 6 July 2026. Resources: Learn more about Forrester’s B2B ROI Honours and B2B POY Awards criteria and past winners. Read more about how to apply for Forrester’s B2B Forum EMEA awards. Learn more about Forrester Decisions for B2B Marketing Executives, Revenue Operations, and Portfolio Marketing & Product. About Forrester Forrester (Nasdaq: FORR) is one of the most influential research and advisory firms in the world. We empower leaders in technology, customer experience, digital, marketing, revenue, and product functions to make confident decisions in an AI-driven world and accelerate growth through customer obsession. Our unique research and continuous guidance model helps executives and their teams achieve their initiatives and outcomes faster and with confidence. To learn more, visit Forrester.com. View source version on businesswire.com: https://www.businesswire.com/news/home/20260616807813/en/ Press contact: Hannah Segvich
hsegvich@forrester.com Original: Forrester Opens Nominations For Its 2026 B2B Awards In EMEA

Forrester Reveals The Top 10 Highest-Performing Brands In Its 2026 Global Total Experience Score Rankings? At Its CX EventsJune 9, 2026 3:30 AM
Business Wire Introduced last year, the Total Experience Score evaluates the combined influence of brand and customer experience on overall brand perception among both noncustomers and customers According to Forrester’s (Nasdaq: FORR) 2026 global Total Experience Score rankings of 375 brands evaluated across Asia Pacific, Europe, and North America in 2025 and 2026, 41% improved their scores while only 3% declined. A compelling total experience — calculated by combining Forrester’s Customer Experience Index (CX Index™), Brand Experience Index (BX Index™), and, for the first time, the new Employee Experience Index (EX Index™) into a unified view of performance — can drive outsized growth for brands. While brand experience and customer experience can each drive revenue independently, the impact multiplies when they are orchestrated together as a unified total experience. In the US, for example, companies delivering a strong total experience see significantly higher returns from retention and enrichment: Automotive firms achieve a 2.6x revenue lift and retailers see a 3.8x increase. The new research finds that CX scores improved in North America, European brands remained mostly stable, and results in Asia Pacific were uneven across markets. Globally, 20% of CX Index scores improved while 8% declined for the brands that were evaluated in both 2025 and 2026. Additionally, 38% of brands improved their BX Index scores year over year, and 5% worsened. “Companies fuel business performance by focusing on two critical levers: shaping brand perceptions that earn trust and preference and delivering experiences that consistently bring that promise to life,” said Keith Johnston, VP and group research director at Forrester. “When brand and customer experience are disconnected, they create conflicting signals and muddle their priorities. But when companies align their brand promise with the experiences they deliver, they create a compelling total experience, driving significantly higher revenue, retention, and customer value. Forrester’s Total Experience Score enables firms to measure the overall strength of a brand’s relationship with both customers and noncustomers, capturing how those moments shape perception, influence buying decisions, and drive long-term loyalty.” This year at CX Summit EMEA, Forrester will also unveil its new EX Index, a key measure that describes the impact of EX on a company’s efforts to improve its position in Forrester’s Total Experience Score. The EX Index is designed to help leaders assess whether their employee experience strengthens or detracts from business outcomes. Additionally, Forrester analysts will select organizations featured in the global Total Experience Score rankings that deliver on their brand promise, engage employees, and drive measurable customer and business outcomes for the inaugural Total Experience Honor. Honorees from each region — Asia Pacific, Europe, and North America — will be celebrated at Forrester’s CX events. The highest-performing brands (ranked according to their Total Experience Scores) across Asia Pacific, Europe, and North America, along with key regional findings, include the following: Asia Pacific: The brands evaluated span seven industries, including auto and home insurers, banks, health insurers, hotels, investment firms, retailers, and superannuation institutions across Australia, Singapore, and India. Notably, brand-level improvements only occurred in Australia and India while Singapore was the only country that declined. High-scoring brands in the region include India home and auto insurer HDFC ERGO, Taj Hotels in India, Indian retailer TATA AIG, and Australian bank Bendigo Bank. Europe: Of the 78 brands evaluated across four industries (auto and home insurers, banks, health insurers, and investment firms) and eight countries (France, Germany, Italy, the Netherlands, Poland, Spain, Sweden, and the UK), 17% of Total Experience Scores increased and none decreased. High-scoring brands in the region include UK bank Nationwide Building Society, UK investment firm Interactive Investor Services Limited, British health insurer Bupa, Polish bank PKO Bank Polski, ING (for banking in Germany, Spain, and Italy), and ASN Bank in the Netherlands. North America: Forrester evaluated 10 industries in the US (airlines, auto and home insurers, auto manufacturers, banks, credit card issuers, health insurers, hotels, investment firms, retailers, and streaming providers) and five in Canada (auto and home insurers, banks, credit card issuers, investment firms, and retailers). Among the US brands, 53% increased their Total Experience Scores and 4% saw declines. In Canada, 53% of brands improved and 1% declined. High-scoring brands in the region include USAA in the US (for both banking and credit card services), auto manufacturer Honda, US auto and home insurer AAA, US health insurer CareFirst BlueCross BlueShield, US retailer Chewy, Canadian investment firm RBC Dominion Securities, and Canadian auto and home insurer Desjardins. Forrester’s Total Experience Score, BX Index, CX Index, and EX Index rankings and results are accessible within the Forrester Decisions portfolio of research services. Clients of Forrester Decisions services for Customer Experience, B2C Marketing Executives, and Digital Business & Strategy, as well as relevant Forrester Market Insights, Forrester AI Access, and Group Reader Access license holders, have access to the BX Index, CX Index, and EX Index annual benchmarking results. Resources: Learn more about the results of Forrester’s 2026 global Total Experience Score, CX Index, BX Index, and EX Index rankings to understand how these results drive revenue (client access required). Register to attend CX Summit EMEA in Amsterdam and CX Forum West in San Francisco. Check out Forrester’s Total Experience Score methodology. About Forrester Forrester (Nasdaq: FORR) is one of the most influential research and advisory firms in the world. We empower leaders in technology, customer experience, digital, marketing, revenue, and product functions to make confident decisions in an AI-driven world and accelerate growth through customer obsession. Our unique research and continuous guidance model helps executives and their teams achieve their initiatives and outcomes faster and with confidence. To learn more, visit Forrester.com. View source version on businesswire.com: https://www.businesswire.com/news/home/20260609654988/en/ Press contact:
Hannah Segvich
hsegvich@forrester.com Original: Forrester Reveals The Top 10 Highest-Performing Brands In Its 2026 Global Total Experience Score Rankings? At Its CX Events

Forrester Opens Nominations For Its 2026 Security & Risk Enterprise Leadership AwardMay 18, 2026 9:30 AM
Business Wire Award honors organizations embedding security, privacy, and risk leadership principles to strengthen stakeholder trust and build enterprise resilience Forrester (Nasdaq: FORR) today opened calls for nominations for its Security & Risk Enterprise Leadership Award. The award honors organizations that embrace the key concepts of Forrester’s trust imperative to build safe and secure relationships with their customers, employees, and partners. Further, the award celebrates organizations that proactively assess and mitigate the risks of emerging technologies such as agentic AI using the principals of Forrester’s AEGIS (Agentic AI Enterprise Guardrails For Information Security) framework to transform agentic AI security from a compliance exercise into a strategic trust enabler. Open to both private- and public-sector organizations with 1,000 or more employees, the award evaluates enterprises on their ability to deliver secure, private, and resilient customer offerings and experiences; enable employee practices that safeguard the organization while supporting success; establish governance, identity, and operational controls that make AI systems secure, transparent, and accountable; and foster trusted partner ecosystems that unlock innovation. “Rapid advances in technology and geopolitical uncertainty continue to upend the threat landscape,” said Stephanie Balaouras, VP and group research director at Forrester. “This award recognizes organizations that have transformed security, privacy, and risk management from compliance functions into strategic capabilities that build trust and enable business success. We encourage organizations that have fostered a culture where risk management fuels growth to apply for this year’s Security & Risk Enterprise Leadership Award.” Organizations can visit here to review complete award nomination criteria and submit an entry, with a submission deadline of June 29, 2026. The winning organization will be announced prior to Forrester’s Security & Risk Forum, taking place on November 9–10, 2026, in Washington, DC, and will be honored at the event. Resources: Learn more about Forrester’s Security & Risk Enterprise Leadership Award and how to apply. Register to attend Forrester’s Security & Risk Forum. Explore previous winners of Forrester’s Security & Risk Enterprise Leadership Award. About Forrester
Forrester (Nasdaq: FORR) is one of the most influential research and advisory firms in the world. We empower leaders in technology, customer experience, digital, marketing, revenue, and product functions to make confident decisions in an AI-driven world and accelerate growth through customer obsession. Our unique research and continuous guidance model helps executives and their teams achieve their initiatives and outcomes faster and with confidence. To learn more, visit Forrester.com. View source version on businesswire.com: https://www.businesswire.com/news/home/20260518829917/en/ Amanda Chordas
achordas@forrester.com Original: Forrester Opens Nominations For Its 2026 Security & Risk Enterprise Leadership Award

Forrester Launches Forrester AI Agent For Microsoft 365 Copilot To Deliver Research-Driven Insights Into Leaders’ WorkflowsApril 28, 2026 1:30 PM
Business Wire
The agent empowers leaders with secure access to actionable research within their everyday tools


Forrester (Nasdaq: FORR) today launched the Forrester AI (formerly Izola) agent for Microsoft 365 Copilot, enabling clients to securely access trusted Forrester research and guidance directly within their daily workflows at no additional cost for existing license holders. This announcement follows Forrester’s recent Microsoft Teams integration, continuing to redefine how clients engage with research and advisory firms.


In today’s fast-moving, AI-powered environment, leaders need more than information — they need reliable, actionable insights that they can apply with confidence. Today’s launch, showcased at Forrester’s B2B Summit North America, brings Forrester’s proprietary insights, frameworks, and trusted analyst expertise directly into Copilot, allowing leaders to apply research-driven advice in real time and within the flow of their work.


“We have entered a new era of work where AI is embedded into every workflow and every decision,” said Carrie Johnson, chief product officer at Forrester. “From launching Forrester AI to scaling it with AI Access to delivering it inside applications like Microsoft Teams, we have focused on bringing trusted, research-driven insights to where work happens. By launching the Forrester AI agent for Microsoft 365 Copilot, we are accelerating this strategy, embedding Forrester AI deeper into daily workflows so our clients can turn our advice and insights into faster, better decisions. With a clear strategy and more than three years of consistent execution and learning, we are continuing to innovate and expand the value we deliver to our clients.”


As Forrester continues to execute its strategy, clients can expect additional integration with the public large language models (LLMs) and productivity platforms they use every day. Through Forrester’s Model Context Protocol (MCP) connector, clients can securely integrate trusted Forrester research into their proprietary systems, extending the reach and impact of Forrester AI across more environments and applications.


Forrester has led the way in reinventing research delivery for the AI era. As a pioneer in adopting AI, Forrester’s strategy of embedding insights in client workflows has driven a series of industry-leading innovations and capabilities that are reshaping research and advisory, transforming how clients get value from Forrester.


Available today:


Forrester AI is an integral part of Forrester’s client experience. All active Forrester Decisions, Forrester Market Insights, and Forrester AI Access license holders can currently use the tool to:



Engage conversationally with Forrester’s proprietary research, tools, and frameworks to make smarter, data-driven decisions.



Get unique insights backed by Forrester’s rigorous research, deep analyst expertise, and human accountability, with the option to verify information and explore original analysis by viewing the source research.



Access analyst contributors, follow their updates, and schedule inquiry and guidance sessions, all within the Forrester AI experience.



Break down silos by consuming research and advice across business and technology functions for better decision-making.



Boost productivity by creating C-level summaries and high-impact communications in real time.



Interact with Forrester research and advice in more than 200 languages, enabling global access to insights.



Connect to Forrester AI directly through Microsoft Teams or Copilot on desktop or mobile to increase efficiency.



Resources:



Explore Forrester AI integrations to see how Forrester data, insights and tools are embedded into your workflows.



If you’re a Forrester client, download the Forrester AI app for Copilot and Teams from the Microsoft Marketplace.



Learn more about Forrester AI and Forrester AI Access to make smarter, more informed decisions faster.



About Forrester

Forrester (Nasdaq: FORR) is one of the most influential research and advisory firms in the world. We empower leaders in technology, customer experience, digital, marketing, revenue, and product functions to make confident decisions in an AI-driven world and accelerate growth through customer obsession. Our unique research and continuous guidance model helps executives and their teams achieve their initiatives and outcomes faster and with confidence. To learn more, visit Forrester.com.

View source version on businesswire.com: https://www.businesswire.com/news/home/20260428571531/en/
Hannah Segvich

hsegvich@forrester.com


Original: Forrester Launches Forrester AI Agent For Microsoft 365 Copilot To Deliver Research-Driven Insights Into Leaders’ Workflows

Forrester: The GTM Singularity Is Collapsing Traditional Go-To-Market ApproachesApril 27, 2026 12:00 PM
Business Wire
Unveiled at B2B Summit North America, Forrester’s GTM singularity research urges B2B leaders to shed old go-to-market principles as buying gets more complex


Forrester’s (Nasdaq: FORR) latest research, The GTM Singularity Is Here, unveiled today at B2B Summit North America, is a clarion call to B2B leaders across marketing, sales, customer success, and product functions to finally discard decades-old go-to-market (GTM) practices and embrace a new ARC (augmented, resilient, and collaborative) GTM approach that engages today’s AI-enabled buyers and customers.


Despite years of volatility driven by changing buyer behavior and unprecedented information access, B2B firms have failed to change how they engage with buyers — clinging to ineffective marketing practices such as impersonal mass emailing, marketing-qualified lead obsession, gated content, and siloed teams. AI is quickly making these practices untenable as it transforms buyer journeys and hands even more power to buyers.


As the GTM singularity takes hold, B2B firms must operate with a customer-obsessed go-to-market mindset and align their offerings to the outcomes their customers value. Forrester urges leaders to adopt a new GTM approach based on these ARC principles:



Augmented: As AI agents augment the B2B GTM workforce, leaders will connect AI agents to key B2B GTM initiatives. At the same time, leaders will treat buyer agents as members of the buying network and supply them with relevant content. The goal of this human and machine augmentation must be to amplify value for the customer.



Resilient: Most firms update their GTM plans annually at most. But as buyer behavior shifts faster and volatility rises, the GTM singularity presents the opportunity to abandon static approaches that no longer serve the company or the customer and instead anchor decisions in customer needs.



Collaborative: Sales, marketing, customer success, and product teams still operate in silos. Collaboration necessitates a shared, unified view of the prospect and customer, requiring transparency across teams.



Additionally, Forrester outlines the following best practices for B2B leaders to thrive in the GTM singularity era:



Overcome the visibility vacuum to earn the right to engage. When buyers turn to answer engines, they seek information to make confident decisions. As a result, B2B leaders need to design content for humans, buyer agents, and answer engines alike. This requires more personalized and ungated information, delivered at scale through sharper segmentation and more nuanced personas.



Prioritize preference-building to influence decisive buyers. With purchase and retention decisions hinging on vendor perceptions, building preference early and throughout the buyer journey is critical. This means dismantling the divide between brand and demand and ensuring that the clarity of messaging permeates the full buying network.



Drive an accountability reset to advance client objectives. GTM teams face growing pressure to prove business impact in AI-enabled buying environments. Since most teams still rely on buyer engagement metrics, however, which are no longer an accurate indicator of performance in AI-driven buying, B2B firms should codify a return on objective (ROO) approach that ties metrics more directly to customer goals.



Calibrate the work of humans and AI to amplify the value of both. While AI agents are learning to reason and mimic seasoned B2B GTM professionals, humans will remain GTM’s most valuable asset, even as roles evolve through AI augmentation, cocreation, and simulation. To ensure that AI amplifies rather than replaces human impact, onboard AI agents as roles, not tools, and shift focus from automation to outcomes.



“The GTM singularity is a reckoning for B2B leaders — forcing them to rethink their mandate entirely, including how they market, sell, and deliver their offerings to buyers to maximize customer value and drive business growth,” said Dave Frankland, event host, vice president, and research director at Forrester. “The impact of the GTM singularity will be seismic, requiring B2B firms to let go of entrenched practices and establish new ways of working. But it is also an opportunity for B2B leaders to rethink how they establish trust and build relationships with their prospects, clients, and beyond.”


Resources:



Learn more about the GTM singularity and how to pivot to a GTM approach suitable for the AI era.



Follow @Forrester and #ForrB2BSummit for updates.



About Forrester


Forrester (Nasdaq: FORR) is one of the most influential research and advisory firms in the world. We empower leaders in technology, customer experience, digital, marketing, revenue, and product functions to make confident decisions in an AI-driven world and accelerate growth through customer obsession. Our unique research and continuous guidance model helps executives and their teams achieve their initiatives and outcomes faster and with confidence. To learn more, visit Forrester.com.

View source version on businesswire.com: https://www.businesswire.com/news/home/20260427151500/en/
Amanda Chordas

achordas@forrester.com


Original: Forrester: The GTM Singularity Is Collapsing Traditional Go-To-Market Approaches

Forrester Research To Broadcast Its 2026 First-Quarter Earnings Conference CallApril 22, 2026 11:00 AM
Business Wire
Forrester Research, Inc. (Nasdaq: FORR) will broadcast its first-quarter earnings conference call at 4:30 p.m. ET on May 6, 2026.


The call will be available at Forrester.com. Investors who wish to hear the call should log on at least 15 minutes prior to the broadcast. Participants may pre-register for the call here.


Instructions are provided to ensure that the necessary audio applications are downloaded and installed. Users can obtain these programs at no charge. For those who cannot access the live broadcast, a replay will be available on Forrester’s website.


About Forrester Research


Forrester (Nasdaq: FORR) is one of the most influential research and advisory firms in the world. We empower leaders in technology, customer experience, digital, marketing, revenue, and product functions to make confident decisions in an AI-driven world and accelerate growth through customer obsession. Our unique research and continuous guidance model helps executives and their teams achieve their initiatives and outcomes faster and with confidence. To learn more, visit Forrester.com.


© 2026, Forrester Research, Inc. All rights reserved. Forrester is a registered trademark of Forrester Research, Inc.

View source version on businesswire.com: https://www.businesswire.com/news/home/20260422441684/en/
Investor Relations Contact:


Ed Bryce Morris

Forrester Research, Inc.

+1 617-613-6565

ebrycemorris@forrester.com; investor@forrester.com


Original: Forrester Research To Broadcast Its 2026 First-Quarter Earnings Conference Call

Les 10 technologies émergentes de Forrester pour 2026 : l’IA ne se limite plus aux flux de travail numériquesApril 16, 2026 9:30 AM
Business Wire
L’entrée de l’IA dans le monde physique a déjà un impact tangible pour les consommateurs


Forrester (Nasdaq : FORR) a publié aujourd’hui son rapport intitulé Les 10 technologies émergentes de 2026, qui met en évidence un tournant décisif dans l’évolution de l’IA, passant de l’expérimentation numérique à la transformation du monde réel. L’IA dépasse le cadre des logiciels pour s’étendre aux environnements physiques, alimentant des robots, des véhicules et des expériences ambiantes qui modifient déjà la façon dont les consommateurs communiquent, travaillent et achètent.


À mesure que le rythme de l’innovation en matière d’IA s’accélère, les logiciels agents et l’IA physique façonneront les prochaines expériences des consommateurs, tandis que des technologies telles que les modèles de pointe et la sécurité de l’IA seront fondamentales pour alimenter l’innovation future. Cette étude classe les 10 principales technologies émergentes en fonction de leur impact sur les horizons de bénéfices à court, moyen et long terme, afin d’aider les entreprises et les dirigeants à hiérarchiser leurs investissements. Principales conclusions :


Les technologies émergentes à court terme qui passent rapidement de la phase d’essai à une utilisation réelle, offrant des avantages aux premiers utilisateurs avec des analyses de rentabilité solides d’ici deux ans :



Le commerce agentique. Les entreprises verront bientôt un retour sur investissement dans leurs propres environnements, tels que les applications ou les sites web, où les marques peuvent tirer parti du commerce agentique et de la personnalisation pour réduire les frictions et améliorer les ventes. L’adoption dans des environnements tiers prendra jusqu’à trois ans de plus, à mesure que les écosystèmes se développent et que la technologie sous-jacente arrive à maturité.



Sécurité IA et technologies de confiance. À mesure que l’IA générative et agentique se généralise dans les entreprises, des contrôles intégrés en matière de sécurité, de gouvernance et de confiance deviennent essentiels. Les secteurs qui dépendent de modèles prédictifs et de systèmes décisionnels à enjeux élevés, tels que les services financiers, la santé et le secteur public, en ressentiront les effets en premier.



Technologies émergentes à moyen terme qui exigent de la rigueur, une vision et une tolérance au risque importante en échange d’une récompense plus importante au cours des deux à cinq prochaines années :



Développement logiciel agentique. L’ASD permettra d’accélérer le cycle de vie du développement logiciel à mesure que les agents génèrent et affinent les artefacts logiciels, mais il faudra encore quelques années pour que cette technologie apporte des avantages significatifs, le temps que la coordination des agents s’améliore et que des garde-fous plus solides soient mis en place.



Robots humanoïdes. L’IA physique et la robotique élimineront les goulots d’étranglement en matière de main-d’œuvre dans tous les secteurs et ouvriront la voie à des systèmes capables de s’adapter à la volée, mais cette technologie n’apportera qu’une valeur limitée à court terme tant que les organisations n’auront pas surmonté les défis liés à l’intégration, à la mise à l’échelle, à la sécurité, aux données et à la main-d’œuvre.



Une technologie émergente à long terme qui mettra plus de temps à apporter une valeur tangible aux entreprises :



Informatique quantique. Les progrès en matière de matériel quantique, d’algorithmes et d’architectures hybrides laissent entrevoir de futures percées dans les domaines de l’optimisation, de la simulation, de la cryptographie et de la science des matériaux, mais une valeur commerciale à grande échelle n’est pas pour demain. Les services financiers, l’industrie pharmaceutique et le secteur manufacturier seront les premiers à bénéficier de l’informatique quantique.



« Avec l’émergence constante de nouvelles technologies, les dirigeants d’entreprise et les responsables technologiques doivent planifier leurs investissements technologiques en fonction de la valeur, du risque et des délais de rentabilité potentiels », déclare Sharyn Leaver, directrice de la recherche chez Forrester. « Alors que l’IA continue de dominer le classement des technologies émergentes pour 2026, les technologies d’IA varient considérablement en termes de capacités et d’impact. Nos recherches visent à aider les dirigeants d’entreprise et les responsables technologiques à répartir leurs investissements en identifiant les technologies à court terme susceptibles de générer des retours rapides, ainsi que les paris à long terme qui exigent davantage d’efforts, des investissements plus importants et la capacité de gérer davantage de risques. »


Ressources :



Découvrez les 10 technologies émergentes les plus prometteuses de cette année dans cet article de blog.



Téléchargez le rapport Les 10 technologies émergentes les plus prometteuses en 2026 (accès réservé aux clients).



À propos de Forrester


Forrester (Nasdaq : FORR) est l’une des sociétés de recherche et de conseil les plus influentes au monde. Nous donnons aux dirigeants des secteurs de la technologie, de l’expérience client, du numérique, du marketing, des revenus et des produits les moyens de prendre des décisions en toute confiance dans un monde axé sur l’IA et d’accélérer leur croissance grâce à une obsession pour le client. Notre modèle unique de recherche et d’accompagnement continu aide les dirigeants et leurs équipes à réaliser leurs initiatives et à atteindre leurs objectifs plus rapidement et en toute confiance. Pour en savoir plus, rendez-vous sur Forrester.com.


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Consultez la version source sur businesswire.com : https://www.businesswire.com/news/home/20260415145707/fr/
Contact médias :

Hannah Segvich

hsegvich@forrester.com


Original: Les 10 technologies émergentes de Forrester pour 2026 : l’IA ne se limite plus aux flux de travail numériques

Forrester-Report „Top 10 Emerging Technologies For 2026“: KI ist nicht länger auf digitale Workflows beschränktApril 16, 2026 3:30 AM
Business Wire
Der Vorstoß der KI in die physische Welt zeigt bereits spürbare Auswirkungen für Verbraucher


Forrester (NASDAQ: FORR) hat heute seinen Bericht The Top 10 Emerging Technologies In 2026 veröffentlicht, der den tiefgreifenden Wandel der KI von digitalen Experimenten hin zu einer Transformation der realen Welt beleuchtet. KI überschreitet die Grenzen der Software und erobert physische Umgebungen – von Robotern über Fahrzeuge bis hin zu kontextsensitiven Anwendungen, die bereits heute verändern, wie Verbraucher kommunizieren, arbeiten und Kaufentscheidungen treffen.


Angesichts des anhaltend hohen Innovationstempos werden agentische Software und physische KI die kommenden Kundenerlebnisse prägen. Technologien wie Frontier-Modelle und KI-Sicherheit werden dabei eine zentrale Rolle für zukünftige Innovationen einnehmen. Die Studie kategorisiert die zehn wichtigsten Zukunftstechnologien nach ihren Auswirkungen auf kurz-, mittel- und langfristige Nutzenhorizonte, um Unternehmen und Führungskräften dabei zu unterstützen, ihre Investitionen nach Prioritäten zu ordnen. Hier die wichtigsten Ergebnisse:


Kurzfristige, aufstrebende Technologien, die rasch von der Testphase in den praktischen Einsatz überführt werden und Early Adopters innerhalb der kommenden zwei Jahre greifbare Vorteile mit soliden Geschäftsmodellen bieten:



Agentic Commerce. Unternehmen werden in eigenen Kanälen wie Apps oder Websites einen ROI erzielen, indem sie mithilfe von Agentic Commerce und Personalisierung Reibungsverluste verringern und den Umsatz steigern können. Die Einführung in nicht firmeneigenen Umgebungen wird noch bis zu drei Jahre dauern, da sich die Ökosysteme zunächst weiterentwickeln und die zugrunde liegenden Technologien erst noch zur Reife gelangen müssen.



Technologien für KI-Sicherheit und Vertrauen. Da generative und agentische KI in Unternehmen immer mehr Verbreitung finden, werden integrierte Sicherheits-, Governance- und Vertrauenskontrollen immer wichtiger. Branchen wie Finanzdienstleistungen, Gesundheitswesen oder öffentlicher Sektor, die auf Vorhersagemodelle und Entscheidungssysteme mit hohem Risiko zurückgreifen, werden die Auswirkungen zuerst spüren.



Mittelfristige Zukunftstechnologien, die Disziplin, Weitsicht und eine hohe Risikobereitschaft erfordern, um in den nächsten zwei bis fünf Jahren höhere Erträge zu erzielen:



Agentische Softwareentwicklung. ASD wird den Software-Entwicklungszyklus beschleunigen, da Agenten Software-Artefakte erstellen und perfektionieren. Bis diese Technologie jedoch echte Vorteile bringt, werden noch einige Jahre vergehen, da zunächst die Koordination der Agenten verbessert und strengere Sicherheitsvorkehrungen eingeführt werden müssen.



Humanoide Roboter. Physische KI und Robotik werden Personalengpässe in allen Branchen beseitigen und den Weg für Systeme ebnen, die schnell auf Veränderungen reagieren können. Allerdings wird diese Technologie kurzfristig nur einen begrenzten Nutzen bieten, solange Unternehmen die Herausforderungen in den Bereichen Integration, Skalierung, Sicherheit, Daten und Personal noch nicht bewältigt haben.



Eine aufstrebende Technologie, die einen messbaren Nutzen für Unternehmen erst nach längerer Zeit erbringen wird:



Quantencomputer. Fortschritte bei Quantenhardware, Algorithmen und Hybridarchitekturen lassen auf zukünftige Durchbrüche in den Bereichen Optimierung, Simulation, Kryptografie und Materialwissenschaften hoffen, doch bis zu einer breiten kommerziellen Nutzung werden noch Jahre ins Land gehen. Finanzdienstleistungen, die Pharmabranche und das verarbeitende Gewerbe werden zuerst von der Quanteninformatik profitieren.



„Angesichts der stetig aufkommenden neuen Technologien müssen Führungskräfte aus Wirtschaft und Technologie ihre Technologieinvestitionen auf der Grundlage von Wert, Risiko und potenziellen Amortisationszeiträumen planen“, so Sharyn Leaver, Chief Research Officer bei Forrester. „Während KI auch 2026 weiterhin die Liste der wichtigsten Zukunftstechnologien anführt, unterscheiden sich KI-Technologien erheblich in Bezug auf ihre Leistungsfähigkeit und ihre Auswirkungen. Unsere Studie soll Führungskräften aus Wirtschaft und Technologie helfen, ihre Investitionen zu diversifizieren, indem wir kurzfristige Technologien identifizieren, die schnelle Erträge bringen, aber auch längerfristige Investitionen, die mehr Aufwand, grundlegende Investitionen und die Fähigkeit erfordern, höhere Risiken zu tragen.“


Ressourcen:



Erfahren Sie in diesem Blog mehr über die 10 wichtigsten aufstrebenden Technologien dieses Jahres.



Laden Sie den Bericht The Top 10 Emerging Technologies In 2026 herunter (Zugang für Kunden).



Über Forrester


Forrester (NASDAQ: FORR) ist eines der einflussreichsten und innovativsten Forschungs- und Beratungsunternehmen der Welt. Wir helfen Führungskräften in den Bereichen Technologie, Customer Experience, Digital, Marketing, Umsatz und Produktentwicklung dabei, in einer von KI geprägten Welt sichere Entscheidungen zu treffen und das Wachstum durch eine kundenorientierte Strategie zu beschleunigen. Unser einzigartiges Forschungs- und kontinuierliches Beratungsmodell unterstützt Führungskräfte und ihre Teams dabei, ihre Initiativen und Ziele schneller und vertrauensvoller zu erreichen. Erfahren Sie mehr unter Forrester.com.


Die Ausgangssprache, in der der Originaltext veröffentlicht wird, ist die offizielle und autorisierte Version. Übersetzungen werden zur besseren Verständigung mitgeliefert. Nur die Sprachversion, die im Original veröffentlicht wurde, ist rechtsgültig. Gleichen Sie deshalb Übersetzungen mit der originalen Sprachversion der Veröffentlichung ab.

Originalversion auf businesswire.com ansehen: https://www.businesswire.com/news/home/20260415579150/de/
Pressekontakt:

Hannah Segvich

hsegvich@forrester.com


Original: Forrester-Report „Top 10 Emerging Technologies For 2026“: KI ist nicht länger auf digitale Workflows beschränkt

Forrester’s Top 10 Emerging Technologies For 2026: AI Is No Longer Confined To Digital WorkflowsApril 15, 2026 9:30 AM
Business Wire
AI’s move into the physical world is already delivering tangible impact for consumers


Forrester (Nasdaq: FORR) today released its The Top 10 Emerging Technologies In 2026 report, which highlights a pivotal shift in AI from digital experimentation to real-world transformation. AI is moving beyond software into physical environments — powering robots, vehicles, and ambient experiences that are already changing how consumers communicate, work, and buy.


As the pace of AI innovation continues, agentic software and physical AI will shape what consumers experience next, while technologies such as frontier models and AI security will be foundational to fueling future innovation. The research categorizes the top 10 emerging technologies by their impacts over short-term, medium-term, and long-term benefit horizons to help enterprises and leaders prioritize their investments. Key findings include:


Short-term emerging technologies that are quickly moving from trial to real use, delivering benefits to early adopters with solid business cases within the next two years:



Agentic commerce. Businesses will soon see ROI in owned environments such as apps or websites, where brands can leverage agentic commerce and personalization to lower friction and improve sales. Uptake in non-owned environments will take up to three years more as ecosystems develop and the underlying technology matures.



AI security and trust technologies. As generative and agentic AI scale across enterprises, integrated security, governance, and trust controls are becoming essential. Sectors that depend on predictive models and high-stakes decisioning systems, such as financial services, healthcare, and the public sector, will see impact first.



Medium-term emerging technologies that require discipline, vision, and a substantial tolerance for risk in return for a larger reward in the next two to five years:



Agentic software development. ASD will unlock software development lifecycle acceleration as agents generate and refine software artifacts, but the technology will take a few more years to deliver significant benefits as agent coordination improves and stronger guardrails are implemented.



Humanoid robots. Physical AI and robotics will eliminate labor bottlenecks in every industry and make way for systems to adapt on the fly, but the technology will deliver limited near-term value until organizations overcome integration, scaling, safety, data, and workforce challenges.



A long-term emerging technology that will take longer to deliver tangible value for enterprises:



Quantum computing. Advances in quantum hardware, algorithms, and hybrid architectures point toward future breakthroughs in optimization, simulation, cryptography, and materials science, but broad commercial value remains years away. Financial services, pharmaceuticals, and manufacturing will benefit from quantum first.



“With new technologies constantly emerging, business and technology leaders need to plan their tech investments based on value, risk, and potential payout timelines,” said Sharyn Leaver, chief research officer at Forrester. “While AI continues to dominate the top emerging technologies list for 2026, AI technologies vary widely in capability and impact. Our research is designed to help business and technology leaders spread their investments out by identifying shorter-term technologies that can deliver quick returns and longer-term bets that require more effort, more foundational investment, and the capacity to manage more risk.”


Resources:



Learn more about this year’s top 10 emerging technologies in this blog.



Download The Top 10 Emerging Technologies In 2026 report (client access).



About Forrester


Forrester (Nasdaq: FORR) is one of the most influential research and advisory firms in the world. We empower leaders in technology, customer experience, digital, marketing, revenue, and product functions to make confident decisions in an AI-driven world and accelerate growth through customer obsession. Our unique research and continuous guidance model helps executives and their teams achieve their initiatives and outcomes faster and with confidence. To learn more, visit Forrester.com.

View source version on businesswire.com: https://www.businesswire.com/news/home/20260415451433/en/
Press contact:

Hannah Segvich

hsegvich@forrester.com


Original: Forrester’s Top 10 Emerging Technologies For 2026: AI Is No Longer Confined To Digital Workflows

Forrester Continues To Use AI To Transform How Research And Advisory Insights Are Delivered To ClientsMarch 12, 2026 8:40 AM
Business Wire
Embeds generative AI capabilities through Forrester AI, enabling clients to access trusted insights directly within their daily tools and workflows


Forrester (Nasdaq: FORR) today announced that Forrester AI (formerly Izola), its generative AI tool, is now certified for Microsoft Teams and available as an app in Microsoft Marketplace. The Forrester AI Teams app is free for current Forrester clients and provides a new channel for access to its proprietary research, data, and frameworks not available through any public AI models. As a result, Forrester’s clients can make smarter, more informed, and data-driven decisions, drawn from relevant Forrester research in their own work environment. With no constraints on the number of questions asked or responses generated, Forrester AI is the only app that delivers integrated research and advice across business and technology leaders, eliminating silos and enabling better decision-making.


As the leading research and advisory firm harnessing the power of AI, this initiative marks another step forward in expanding Forrester’s AI capabilities. Last year, the company launched Forrester AI Access, a self-service AI offering that equips clients with trusted insights and advice, enabling them to validate ideas, align on best practices, and make smarter decisions faster. Forrester AI Access extended the reach of Forrester’s research portfolio, making proprietary data, guidance, and best practice research available to more stakeholders across organizations. Prior to that, Forrester introduced Forrester AI, now an integral part of Forrester’s client experience, with rapid growth in both user adoption and prompt activity. Client adoption of Forrester AI continues to grow rapidly, with overall usage up 55% year over year and prompt volume growing by 65%.


“For years, Forrester has actively covered AI in its research to help clients navigate its opportunities, risks, and real-world applications to move beyond the hype to real business impact — longer than anyone in our industry,” said Carrie Johnson, chief product officer at Forrester. “Since first introducing generative AI functionality for our clients in 2023, we have worked side by side with them to ensure that they can access our trusted research and guidance when, where, and how they need them. What leaders need today is judgment they can trust to make confident business decisions so they can move faster, reduce costs, and lower risk. While public LLMs can generate information, only a firm like Forrester can deliver trusted human expertise backed by research and data.”


The Forrester AI Teams app is available to all active Forrester Decisions, Forrester Market Insights, and Forrester AI Access license holders. Unlike public large language models, Forrester does not use prompts entered into the app and the responses they generate to train its models, meaning that clients can access trusted insights with confidence while maintaining full confidentiality and control of their data.


Resources:



Learn more about Forrester AI and Forrester AI Access to make smarter, more informed decisions faster.



Read how Forrester is reinventing research for the AI era.



If you’re a Forrester client, download the Forrester AI app from Microsoft Marketplace.



About Forrester

Forrester (Nasdaq: FORR) is one of the most influential research and advisory firms in the world. We empower leaders in technology, customer experience, digital, marketing, sales, and product functions to be bold at work and accelerate growth through customer obsession. Our unique research and continuous guidance model helps executives and their teams achieve their initiatives and outcomes faster and with confidence. To learn more, visit Forrester.com.

View source version on businesswire.com: https://www.businesswire.com/news/home/20260312469371/en/
Shweta Agarwal

sagarwal@forrester.com


Original: Forrester Continues To Use AI To Transform How Research And Advisory Insights Are Delivered To Clients

Forrester révèle le programme de ses événements CX 2026 afin d'aider à relever les défis que l'IA ne peut pas relever seuleMarch 2, 2026 3:36 PM
Business Wire
Cette série d'événements internationaux réunira des leaders dans les domaines de l'expérience client, du marketing et du commerce numérique lors du CX Forum East, du CX Forum West et du CX Summit EMEA


Forrester (Nasdaq : FORR) a annoncé aujourd'hui le programme de sa série d'événements internationaux consacrés à l'expérience client (CX) : le CX Summit EMEA, qui se tiendra à Amsterdam du 8 au 10 juin 2026 ; CX Forum East, qui se tiendra à New York les 16 et 17 juin 2026 ; et CX Forum West, qui se tiendra à San Francisco les 29 et 30 juin 2026.


Aujourd'hui, les responsables de l'expérience client, du marketing et du commerce numérique subissent une pression croissante pour exploiter l'IA afin de concevoir des parcours clients plus intelligents de bout en bout, d'automatiser les services, de mettre en œuvre des agents IA et d'offrir une véritable personnalisation à grande échelle, alors que la confiance des consommateurs est au plus bas. Si l'IA promet d'améliorer la rapidité et l'efficacité, chaque expérience client repose sur des fondements que l'IA ne peut à elle seule construire. Pour instaurer la confiance, les organisations doivent intégrer la créativité humaine, le contexte, l'identité du client et des données de qualité dans chaque interaction avec le client. Le thème de cette année, « Construire l'expérience que l'IA ne peut pas offrir », permettra aux dirigeants de passer d'une utilisation accrue de l'IA à la création d'expériences améliorées grâce à la combinaison de l'humain et de l'IA.


Lors de ces événements, les participants auront accès aux dernières recherches, cadres et idées de Forrester pour être à la pointe de l'ère de l'IA et offrir de meilleurs résultats à leurs clients. En outre, les participants pourront prendre part à des programmes spéciaux, notamment l'Executive Leadership Exchange sur invitation, des expériences immersives qui simulent des aventures CX, une célébration des Total Experience Honorees de Forrester et un nouveau programme Future Leaders conçu pour les jeunes professionnels nommés par des sponsors seniors au sein de leurs organisations.


Les sessions principales de la série d'événements CX de cette année comprennent :



Optimisez votre expérience totale avec l'indice EX de Forrester : jusqu'à présent, prouver que l'expérience employé (EX) stimule la valeur de la marque et la valeur client reposait en grande partie sur des preuves indirectes. Cette session dévoilera le Total Experience Score élargi de Forrester, montrant comment les changements dans le sentiment et l'engagement des employés se traduisent par de meilleurs résultats commerciaux, une plus grande satisfaction client et une croissance accrue.




La méfiance à l'ère de l'IA : alors que les contenus générés par l'IA, les deepfakes et l'automatisation brouillent la réalité, les consommateurs remettent tout en question. Cette session explore la manière dont les responsables CX, marketing et numériques doivent repenser l'expérience offerte par leur marque pour réussir dans une ère de méfiance généralisée.




Le fondement humain de l'entreprise alimentée par l'IA : pour créer une feuille de route vers une expérience totale alimentée par les humains et l'IA, les entreprises doivent s'assurer que leur marque reste humaine dans un monde où l'IA tend à tout uniformiser. Découvrez comment construire une base solide pour l'entreprise du futur, que l'IA ne peut ni inventer ni réparer comme par magie.



« L'IA bouleverse tous les aspects de l'expérience client d'une manière que nous n'aurions pas pu imaginer il y a encore quelques années », a déclaré Keith Johnston, vice-président et directeur de recherche du groupe Forrester, « mais à mesure que les interactions automatisées deviennent la norme et que la confiance des consommateurs se fragmente encore davantage, les marques qui s'imposeront seront celles qui utilisent l'IA pour générer de la valeur commerciale tout en acceptant ses lacunes, à savoir son incapacité à reproduire les qualités humaines telles que la créativité, le jugement, l'empathie et la connexion. Lors des événements CX de cette année, les dirigeants apprendront à utiliser l'IA à bon escient et à la développer de manière réfléchie. »


Ressources :



Inscrivez-vous pour participer au CX Summit EMEA, au CX Forum East et au CX Forum West de Forrester.



Découvrez les avantages de parrainer un événement Forrester.



À propos de Forrester


Forrester (Nasdaq : FORR) est l’un des cabinets de recherche et de conseil les plus influents au monde. Nous donnons aux leaders de la technologie, de l’expérience client, du numérique, du marketing, des ventes et des fonctions produits les moyens d’être audacieux au travail et d’accélérer la croissance grâce à l’obsession client. Notre modèle unique de recherche et d’orientation continue aide les dirigeants et leurs équipes à réaliser leurs initiatives et leurs résultats plus rapidement et en toute confiance. Pour en savoir plus, rendez-vous sur Forrester.com.


Le texte du communiqué issu d’une traduction ne doit d’aucune manière être considéré comme officiel. La seule version du communiqué qui fasse foi est celle du communiqué dans sa langue d’origine. La traduction devra toujours être confrontée au texte source, qui fera jurisprudence.

Consultez la version source sur businesswire.com : https://www.businesswire.com/news/home/20260302839629/fr/
Hannah Segvich

hsegvich@forrester.com


Original: Forrester révèle le programme de ses événements CX 2026 afin d'aider à relever les défis que l'IA ne peut pas relever seule

Forrester gibt die Agenda für seine CX-Veranstaltungen 2026 bekannt, um die Herausforderungen anzugehen, die KI allein nicht bewältigen kannMarch 2, 2026 3:36 PM
Business Wire
Die globale Veranstaltungsreihe bringt Führungskräfte aus den Bereichen Kundenerfahrung, Marketing und digitales Geschäft beim CX Forum East, CX Forum West und CX Summit EMEA zusammen


Forrester Forrester (Nasdaq: FORR) hat heute die Agenda für seine globale Veranstaltungsreihe zum Thema Kundenerfahrung (CX) bekannt gegeben: CX Summit EMEA, die vom 8. bis 10. Juni 2026 in Amsterdam stattfindet;CX Forum East das vom 16. bis 17. Juni 2026 in New York City stattfindet, und CX Forum West, das vom 29. bis 30. Juni 2026 in San Francisco stattfindet.


Heute stehen Führungskräfte aus den Bereichen CX, Marketing und Digital Business unter zunehmendem Druck, KI zu nutzen, um intelligentere End-to-End-Kundenreisen zu gestalten, Services zu automatisieren, KI-Agenten zu operationalisieren und echte Personalisierung in großem Maßstab zu liefern – und das alles, während das Vertrauen der Verbraucher auf einem historischen Tiefstand ist. KI verspricht zwar, die Messlatte für Geschwindigkeit und Effizienz höher zu legen, aber hinter jeder Kundenerfahrung steht eine Grundlage, die KI allein nicht schaffen kann. Um Vertrauen aufzubauen, müssen Unternehmen menschliche Kreativität, Kontext, Kundenidentität und hochwertige Daten in jede Kundeninteraktion einfließen lassen. Das diesjährige Thema „Build The Experience AI Can’t" (Erlebnisse schaffen, die KI nicht kann) wird Führungskräfte dazu befähigen, den Fokus von mehr KI auf bessere Erlebnisse zu verlagern, die von Menschen und KI gemeinsam geschaffen werden.


Bei den Veranstaltungen erhalten die Teilnehmer Zugang zu den neuesten Forschungsergebnissen, Frameworks und Erkenntnissen von Forrester, um in diesem KI-Zeitalter führend zu sein und bessere Kundenergebnisse zu erzielen. Darüber hinaus können die Teilnehmer an speziellen Programmen teilnehmen, darunter das nur auf Einladung zugängliche Executive Leadership Exchange, immersive Erlebnisse, die CX-Abenteuer simulieren, eine Feier zu Ehren der Total Experience Honorees von Forrester und ein neues Future-Leaders-Programm, das für junge Fachkräfte konzipiert ist, die von erfahrenen Sponsoren in ihren Unternehmen nominiert wurden.


Die Keynote-Sessions der diesjährigen CX-Veranstaltungsreihe umfassen:



Maximieren Sie Ihre Total Experience mit dem EX-Index von Forrester : Bislang stützte sich der Nachweis, wie die Mitarbeitererfahrung (EX) den Marken- und Kundenwert steigert, weitgehend auf indirekte Belege. In dieser Session wird der erweiterte Total Experience Score von Forrester vorgestellt, der zeigt, wie sich Veränderungen in der Mitarbeiterstimmung und im Mitarbeiterengagement in stärkeren Geschäftsergebnissen, höherer Kundenzufriedenheit und Wachstum niederschlagen.




Misstrauen im Zeitalter der KI : Da KI-generierte Inhalte, Deepfakes und Automatisierung die Realität verwischen, hinterfragen Verbraucher alles. Diese Keynote untersucht, wie CX-, Marketing- und Digital-Führungskräfte die Erfahrung, die ihre Marke bietet, überdenken müssen, um in einer Zeit des allgegenwärtigen Misstrauens erfolgreich zu sein.




Die menschliche Grundlage des KI-gestützten Unternehmens : Um einen Fahrplan für eine von Menschen und KI gestützte Gesamterfahrung zu erstellen, müssen Unternehmen sicherstellen, dass ihre Marke in einer Welt der KI-Gleichförmigkeit menschlich bleibt. Erfahren Sie, wie Sie eine starke Grundlage für das Unternehmen der Zukunft schaffen können, die KI nicht einfach aus dem Nichts erfinden oder reparieren kann.



„KI verändert jeden Aspekt des Kundenerlebnisses auf eine Weise, die wir uns noch vor wenigen Jahren nicht hätten vorstellen können“, so Keith Johnston, Vice President und Group Research Director bei Forrester. „Da automatisierte Interaktionen jedoch zur Norm werden und das Vertrauen der Verbraucher immer mehr schwindet, werden diejenigen Marken erfolgreich sein, die KI einsetzen, um den Geschäftswert zu steigern, und gleichzeitig ihre Schwächen akzeptieren – nämlich die Unfähigkeit, menschliche Eigenschaften wie Kreativität, Urteilsvermögen, Empathie und Verbundenheit nachzuahmen. Auf den diesjährigen CX-Veranstaltungen lernen Führungskräfte, wie sie KI zielgerichtet einsetzen und bewusst aufbauen können.“


Ressourcen:



Registrieren Sie sich für die Teilnahme an Forresters CX Summit EMEA, CX Forum East und CX Forum West.



Erfahren Sie mehr über die Vorteile einer Sponsoring-Partnerschaft für eine Forrester-Veranstaltung.



Über Forrester


Forrester (Nasdaq: FORR) ist eines der einflussreichsten Forschungs- und Beratungsunternehmen der Welt. Wir befähigen Führungskräfte in den Bereichen Technologie, Kundenerfahrung, Digitales, Marketing, Vertrieb und Produktmanagement, mutig zu agieren und durch Kundenfokussierung das Wachstum zu beschleunigen. Unser einzigartiges Forschungs- und kontinuierliches Beratungsmodell hilft Führungskräften und ihren Teams, ihre Initiativen und Ergebnisse schneller und zuversichtlich umzusetzen. Weitere Informationen finden Sie unter Forrester.com.


Die Ausgangssprache, in der der Originaltext veröffentlicht wird, ist die offizielle und autorisierte Version. Übersetzungen werden zur besseren Verständigung mitgeliefert. Nur die Sprachversion, die im Original veröffentlicht wurde, ist rechtsgültig. Gleichen Sie deshalb Übersetzungen mit der originalen Sprachversion der Veröffentlichung ab.

Originalversion auf businesswire.com ansehen: https://www.businesswire.com/news/home/20260302891781/de/
Hannah Segvich

hsegvich@forrester.com


Original: Forrester gibt die Agenda für seine CX-Veranstaltungen 2026 bekannt, um die Herausforderungen anzugehen, die KI allein nicht bewältigen kann

Forrester Announces The Agenda For Its 2026 CX Events To Help Address The Challenges AI Can’t Handle AloneMarch 2, 2026 9:30 AM
Business Wire
The global event series will bring together customer experience, marketing, and digital business leaders at CX Forum East, CX Forum West, and CX Summit EMEA


Forrester (Nasdaq: FORR) today announced the agenda for its global customer experience (CX) event series: CX Summit EMEA, being held in Amsterdam, June 8–10, 2026; CX Forum East, being held in New York City, June 16–17, 2026; and CX Forum West, being held in San Francisco, June 29–30, 2026.


Today, CX, marketing, and digital business leaders are under mounting pressure to leverage AI to architect smarter end-to-end customer journeys, automate service, operationalize AI agents, and deliver true personalization at scale — all while consumer trust is at an all-time low. While AI is promising to raise the bar for speed and efficiency, beneath every customer experience is a foundation that AI alone can’t build. To forge trust, organizations need to embed human creativity, context, customer identity, and quality data into every customer interaction. This year’s theme, “Build The Experience AI Can’t,” will empower leaders to shift from doing more with AI to creating better experiences powered by humans plus AI.


At the events, attendees will get access to Forrester’s latest research, frameworks, and insights to lead in this AI era and deliver better customer outcomes. Additionally, attendees can participate in special programs, including the invitation-only Executive Leadership Exchange, immersive experiences that simulate CX adventures, a celebration of Forrester’s Total Experience Honorees, and a new Future Leaders program designed for young professionals nominated by senior sponsors in their organizations.


The keynote sessions at this year’s CX event series include:



Maximize Your Total Experience With Forrester’s EX Index: Until now, proving how the employee experience (EX) drives brand and customer value relied largely on indirect evidence. This session will unveil Forrester’s expanded Total Experience Score, showing how changes in employee sentiment and engagement translate into stronger business outcomes, customer satisfaction, and growth.




Distrust In The Age Of AI: As AI-generated content, deepfakes, and automation blur reality, consumers are questioning everything. This keynote explores how CX, marketing, and digital leaders must rethink the experience their brand delivers to succeed in an era of pervasive distrust.




The Human Foundation Of The AI-Powered Enterprise: To create a roadmap for a total experience powered by humans and AI, enterprises need to ensure that their brand remains human in a world of AI sameness. Learn how to build a strong foundation for the future enterprise that AI can’t magically invent or repair.



“AI is upending every aspect of the customer experience in ways we couldn’t have imagined even just a few years ago,” said Keith Johnston, Forrester VP and group research director, “but as automated interactions become the norm and consumer trust gets even more fragmented, the brands that win will be the ones that employ AI to drive business value while accepting its shortcomings — the inability to replicate human qualities such as creativity, judgment, empathy, and connection. At this year’s CX events, leaders will learn how to use AI with purpose and build with intent.”


Resources:



Register to attend Forrester’s CX Summit EMEA, CX Forum East, and CX Forum West.



Learn about the benefits of sponsoring a Forrester event.



About Forrester


Forrester (Nasdaq: FORR) is one of the most influential research and advisory firms in the world. We empower leaders in technology, customer experience, digital, marketing, sales, and product functions to be bold at work and accelerate growth through customer obsession. Our unique research and continuous guidance model helps executives and their teams achieve their initiatives and outcomes faster and with confidence. To learn more, visit Forrester.com.

View source version on businesswire.com: https://www.businesswire.com/news/home/20260302280697/en/
Hannah Segvich

hsegvich@forrester.com


Original: Forrester Announces The Agenda For Its 2026 CX Events To Help Address The Challenges AI Can’t Handle Alone

Forrester Announces The Agenda For Its 2026 CX Events To Help Address The Challenges AI Can’t Handle AloneMarch 2, 2026 9:30 AM
Business Wire
The global event series will bring together customer experience, marketing, and digital business leaders at CX Forum East, CX Forum West, and CX Summit EMEA


Forrester (Nasdaq: FORR) today announced the agenda for its global customer experience (CX) event series: CX Summit EMEA, being held in Amsterdam, June 8–10, 2026; CX Forum East, being held in New York City, June 16–17, 2026; and CX Forum West, being held in San Francisco, June 29–30, 2026.


Today, CX, marketing, and digital business leaders are under mounting pressure to leverage AI to architect smarter end-to-end customer journeys, automate service, operationalize AI agents, and deliver true personalization at scale — all while consumer trust is at an all-time low. While AI is promising to raise the bar for speed and efficiency, beneath every customer experience is a foundation that AI alone can’t build. To forge trust, organizations need to embed human creativity, context, customer identity, and quality data into every customer interaction. This year’s theme, “Build The Experience AI Can’t,” will empower leaders to shift from doing more with AI to creating better experiences powered by humans plus AI.


At the events, attendees will get access to Forrester’s latest research, frameworks, and insights to lead in this AI era and deliver better customer outcomes. Additionally, attendees can participate in special programs, including the invitation-only Executive Leadership Exchange, immersive experiences that simulate CX adventures, a celebration of Forrester’s Total Experience Honorees, and a new Future Leaders program designed for young professionals nominated by senior sponsors in their organizations.


The keynote sessions at this year’s CX event series include:



Maximize Your Total Experience With Forrester’s EX Index: Until now, proving how the employee experience (EX) drives brand and customer value relied largely on indirect evidence. This session will unveil Forrester’s expanded Total Experience Score, showing how changes in employee sentiment and engagement translate into stronger business outcomes, customer satisfaction, and growth.



Distrust In The Age Of AI: As AI-generated content, deepfakes, and automation blur reality, consumers are questioning everything. This keynote explores how CX, marketing, and digital leaders must rethink the experience their brand delivers to succeed in an era of pervasive distrust.



The Human Foundation Of The AI-Powered Enterprise: To create a roadmap for a total experience powered by humans and AI, enterprises need to ensure that their brand remains human in a world of AI sameness. Learn how to build a strong foundation for the future enterprise that AI can’t magically invent or repair.



“AI is upending every aspect of the customer experience in ways we couldn’t have imagined even just a few years ago,” said Keith Johnston, Forrester VP and group research director, “but as automated interactions become the norm and consumer trust gets even more fragmented, the brands that win will be the ones that employ AI to drive business value while accepting its shortcomings — the inability to replicate human qualities such as creativity, judgment, empathy, and connection. At this year’s CX events, leaders will learn how to use AI with purpose and build with intent.”


Resources:



Register to attend Forrester’s CX Summit EMEA, CX Forum East, and CX Forum West.



Learn about the benefits of sponsoring a Forrester event.



About Forrester

Forrester (Nasdaq: FORR) is one of the most influential research and advisory firms in the world. We empower leaders in technology, customer experience, digital, marketing, sales, and product functions to be bold at work and accelerate growth through customer obsession. Our unique research and continuous guidance model helps executives and their teams achieve their initiatives and outcomes faster and with confidence. To learn more, visit Forrester.com.

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Shweta Agarwal

sagarwal@forrester.com


Original: Forrester Announces The Agenda For Its 2026 CX Events To Help Address The Challenges AI Can’t Handle Alone

Grammy-Nominated Rock Band The Fray To Headline Forrester’s 2026 B2B Summit North AmericaFebruary 19, 2026 10:30 AM
Business Wire
B2B Summit is the must-attend event for marketing, sales, customer success, and product leaders to modernize their traditional go-to-market strategies


Forrester (Nasdaq: FORR) today announced that rock band The Fray will be this year’s headline performer at Forrester’s B2B Summit North America, taking place in Phoenix, April 26–29, 2026. This year’s B2B Summit North America theme, “GTM Singularity,” will enable B2B marketing, sales, customer, and product leaders — through Forrester’s research, frameworks, and guidance — to adapt to evolving buyer behaviors and modernize their go-to-market (GTM) approaches in an AI-driven era. With most buying decisions being shaped ahead of seller interactions, leaders must reset their GTM strategies to thrive through this period of unprecedented unpredictability.


The Fray is a multi-Platinum-selling band that rose to prominence in the early 2000s with a soul-searching alt-rock sound. Over the course of their career, The Fray have earned four Grammy Award nominations, three Billboard Music Awards, multiple Billboard Top 10 hits, and a devoted global fanbase. Their breakout single, “How to Save a Life,” is RIAA Diamond-certified and spent 58 weeks on the Billboard Hot 100. After a decade-long hiatus, The Fray is releasing a new album, A Light That Waits, in March.


“We look forward to having The Fray perform at this year’s B2B Summit North America,” said Tavar James, vice president of global events at Forrester. “Over the years, their music has served as an affirming and passionate soundtrack for listeners adapting to change while remaining resilient — all key themes for B2B leaders as they work to reinvent their GTM strategies in a world of AI. We are excited to have The Fray bring their dynamic live energy to our event.”


Resources:



Learn more about what to expect at this year’s B2B Summit North America.



Register to attend B2B Summit North America.



Follow @Forrester and #ForrB2BSummit for updates.



About Forrester

Forrester (Nasdaq: FORR) is one of the most influential research and advisory firms in the world. We empower leaders in technology, customer experience, digital, marketing, sales, and product functions to be bold at work and accelerate growth through customer obsession. Our unique research and continuous guidance model helps executives and their teams achieve their initiatives and outcomes faster and with confidence. To learn more, visit Forrester.com.

View source version on businesswire.com: https://www.businesswire.com/news/home/20260219501614/en/
Amanda Chordas

achordas@forrester.com


Original: Grammy-Nominated Rock Band The Fray To Headline Forrester’s 2026 B2B Summit North America

Forrester Research To Broadcast Its 2025 Fourth-Quarter And Full-Year Earnings Conference CallJanuary 28, 2026 3:30 PM
Business Wire
Forrester Research, Inc. (Nasdaq: FORR) will broadcast its fourth-quarter and full-year earnings conference call at 4:30 p.m. ET on February 12, 2026.


The call will be available at Forrester.com. Investors who wish to hear the call should log on at least 15 minutes prior to the broadcast. Participants may pre-register for the call here.


Instructions are provided to ensure that the necessary audio applications are downloaded and installed. Users can obtain these programs at no charge. For those who cannot access the live broadcast, a replay will be available on Forrester’s website.


About Forrester Research


Forrester (Nasdaq: FORR) is one of the most influential research and advisory firms in the world. We empower leaders in technology, customer experience, digital, marketing, sales, and product functions to be bold at work and accelerate growth through customer obsession. Our unique research and continuous guidance model helps executives and their teams achieve their initiatives and outcomes faster and with confidence. To learn more, visit Forrester.com.


© 2026, Forrester Research, Inc. All rights reserved. Forrester is a registered trademark of Forrester Research, Inc.

View source version on businesswire.com: https://www.businesswire.com/news/home/20260128506245/en/
Investor Relations Contact:


Ed Bryce Morris

Forrester Research, Inc.

+1 617-613-6565

ebrycemorris@forrester.com; investor@forrester.com


Original: Forrester Research To Broadcast Its 2025 Fourth-Quarter And Full-Year Earnings Conference Call

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