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3 weeks ago | 
forrester.com | Audrey Chee-Read |Leslie Joseph |Charles Betz
Generative AI was so two years ago. Now, businesses are all about agentic AI (not to be confused with AI agents), channeling the brouhaha of ChatGPT in 2023. But where is the consumer in all this? While businesses are moving to experiment and learn more about agentic AI, consumers are not. Business-oriented, not consumer-oriented, use cases continue to drive most of the buzz around agentic AI.
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Jan 16, 2025 | 
forrester.com | Dipanjan Chatterjee |Audrey Chee-Read
Is a Super Bowl ad worth it? A 30-second spot at this year’s Super Bowl will set you back a cool seven million bucks. And even if you wanted one of those spots, you can’t have it – they’ve been gone for a while. That must mean these ads are like the proverbial goose laying golden eggs, right? Wrong!Can a Super Bowl ad spot be a sensible investment?
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Jan 16, 2025 | 
forrester.com | Dipanjan Chatterjee |Audrey Chee-Read |Laura Cross
Some things are simply better together: milk and cookies, cats and laser pointers, Instagram and avocado toast — or, if you’re a Frank Sinatra fan (or a “Married… with Children” junkie), it’s love and marriage. Let me tell you what else goes together “like a horse and carriage”: brand and customer experience. Don’t get me wrong; this is not a new insight.
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Jan 15, 2025 | 
forrester.com | Audrey Chee-Read |Sohm Gough |Kelsey Chickering
The U.S Surgeon General’s recent warning on alcohol consumption and cancer risk came at a time when many consumers are participating in dry January. New terms like sober-curious are being used. Demand for “sober bars”. But rather than getting caught up on the pessimistic future of alcoholic beverage companies or the food and beverage industries, the consumer implication here is really about an obsession on self-optimization.
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Oct 22, 2024 | 
forrester.com | Audrey Chee-Read
2024 beherrschten KI-Fehler die Schlagzeilen, da weltweit ihre Nachteile offenbart wurden – von wettbewerbswidrigen Fällen in der Big-Tech-Branche bis hin zu Wahlmanipulation und Desinformation in sozialen Medien. Während die Mängel von KI und Emerging Technologies Schlagzeilen machten und Unternehmen vor sich hertrieben, wurden weiter die Weichen für die Zukunft gestellt.
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Oct 22, 2024 | 
forrester.com | Audrey Chee-Read |Lee Sustar |Seth Marrs
2024 saw AI mistakes dominate the headlines as bad actors spread wide across the world, from the anticompetitive cases reigning in big tech to electoral manipulation and disinformation on social media. As AI and emerging technology mistakes loom over headlines and companies’ shoulders, organizations are building the plane as they fly. Executives are learning new lessons about AI and tech responsibility on a daily basis, all in the name of earning consumer and customer trust.
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Oct 22, 2024 | 
forrester.com | Audrey Chee-Read |Seth Marrs |Lee Sustar
Two sides of the same coin; the yin and the yang; two sides of the equation — 2025 will be a year of consumer contradictions. Consumers will behave in opposing ways. But the two behaviors aren’t created equal: One will mask the other, predominant one. As a result, brands will be befuddled about what to believe. Consumers will become more disloyal to brands yet join more loyalty programs. Cancel culture will boil over, but consumers will start to tune out.
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Sep 2, 2024 | 
forrester.com | Thomas Husson |Dipanjan Chatterjee |Audrey Chee-Read
The futures of AI and the green market revolution are intimately linked; whether we want it or not, both will inevitably and radically transform societies and economies and become invisibly embedded into our daily lives. While AI has huge potential to mitigate the environmental crisis, today’s AI tech — especially genAI — has a huge impact on climate change and water resources.
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Aug 28, 2024 | 
forrester.com | Dipanjan Chatterjee |Audrey Chee-Read |Nikhil Lai
My colleague Jitender Migliani and I have just published a report (Consumer Spending And The Economy Grow Despite Persistent Pessimism) based on the H2 2024 US macroeconomic trends and consumer behavior data we’ve collected and analyzed. This report aims to shed light on the economy’s trajectory over the past year, it’s continued direction in 2024, and the implications for consumer behavior and brand strategy.
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Aug 22, 2024 | 
forrester.com | Audrey Chee-Read |Nikhil Lai |Tom Mouhsian
Personas are a seemingly foundational and simple tool, yet deceptively challenging. At Forrester, we’ve fielded numerous client requests to better understand how to create, evolve, and operationalize personas. And we’ve seen a range of success with personas: from companies who have created best-in-class, well-adopted personas to personas that are left on a shelf or lead to misguided decision making. By and large, personas have not changed much over the years.
