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1 week ago | 
forrester.com | Emily Pfeiffer |Nikhil Lai |Chuck Gahun |Boris Evelson
In conversations, retailers tell us they’re losing site traffic – anywhere from 15% to half in the past year. Reasons vary: one retailer asked us how to adapt to AI-integrated search, attributing their fall to conversational search features like Google’s AI Overviews displacing clicks that would, pre-ChatGPT, have landed on their site.
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1 month ago | 
forrester.com | Jessie Johnson |Chuck Gahun |Karen Tran
B2B marketers overwhelmingly agree that their buyers and customers expect experiences relevant to their needs and preferences. Yet they struggle to define and deploy an audience-centric approach to B2B personalization that extends throughout the customer lifecycle.
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1 month ago | 
forrester.com | Kim Herrington |Chuck Gahun |Michele Pelino
AI agents are hitting the mainstream in 2025 as major AI vendors launch offerings aimed at enterprise clients (e.g., Microsoft Copilot, Salesforce Agentforce). These AI agents enable enterprises to build end-to-end autonomous workflows that can both analyze data and provide answers as well as completing actions without human intervention. Domo unveiled its AI agent capability – Agent Catalyst – last week at Domopalooza 2025.
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1 month ago | 
forrester.com | Chuck Gahun |Emily Pfeiffer |Keith Johnston
Announcing the the upcoming CMS Buyer’s GuideAccording to Forrester’s data, in 2024, 90% of global –facing digital products and services over the next 12 months. Vendors – whether small or large, new or old – are racing to beef up product features to help businesses elevate customer experiences. Our 2025 CMS Wave evaluation reveals a transformed field of third-generation CMSes that are delivering new business value through to enhance content teams’ interactions with digital content.
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Nov 18, 2024 | 
forrester.com | Joe Cicman |Chuck Gahun |Emily Collins
Vendor messaging of “The Composable DXP” is not resonating, especially when the portfolio of capabilities varies widely across vendors. Turns out that securing credibility as a provider of a DXP requires more than appending the word “composable” to their name. In 2023, vendors lost time before retracing their steps to more conventional (and procurement friendly) labels like CMS. In 2024, they re-built their lead-gen campaigns to develop and nurture new pipelines.
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Nov 12, 2024 | 
forrester.com | George Lawrie |Chuck Gahun
Data Determines Adaptive Manufacturing DestinyLast week’s announcement by automotive parts supplier Schaeffler of plans to cut 4,700 European manufacturing was just the latest in a string of similar news pointing to a growing crisis within the European manufacturing sector. Rising costs, falling sales, and increasing global competition mean that Europe’s manufacturers must adapt to technology budgets that are – in real terms – hardly growing.
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Nov 7, 2024 | 
forrester.com | Dipanjan Chatterjee |Arielle Trzcinski |Chuck Gahun
With a new administration set to take office in 2025, a different set of economic policies will come into play, shaping consumer sentiment and driving spending behavior. We aren’t sure quite yet exactly what these policies will be – just as for brands, campaign promises often diverge significantly from the delivered experience.
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Nov 7, 2024 | 
forrester.com | Arielle Trzcinski |Chuck Gahun
For seniors, Medicare Advantage (MA) remains a valuable alternative to traditional Medicare, offering comprehensive, cost-effective healthcare. However, policy shifts and market changes have made it harder for insurers to achieve performance and profit goals. Amid declining financial performance, insurers like Cigna have reduced their presence or exited MA altogether. Humana, after a significant quality rating drop, still expects MA to negatively impact their results despite a stronger Q3.
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Nov 7, 2024 | 
forrester.com | Chuck Gahun |Jessica Liu |Liz Herbert
According to Forrester’s Marketing Survey, 2024, 69% of global B2C decision-makers increased their investment in content management technology – up from 59% who did so in 2023. Web content management software growth now outpaces the growth of the broader software market and is poised to reach $15.3 billion (total addressable market) by 2028.
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Oct 13, 2024 | 
forrester.com | Ashutosh Sharma |Charlie Dai |Chuck Gahun
Forrester’s Technology Strategy Impact Award seeks to recognize technology teams that have adopted high-performance technology strategy, enabling their firms to deliver on business outcomes through technology. The winner and finalists for the 2024 Technology Strategy Impact Award in APAC have built the right technology capabilities that align with their business capability needs and have done so in a highly trusted and adaptive manner.
