Steven Casey

2 months ago | forrester.com | Nikhil Lai |Brian Hopkins |Steven Casey

GenAI Mirrors Search ExperiencesBecause of genAI, all search experiences are increasingly conversational, assistive, and agentic. Consequently, distinctions between search experiences disappear. Perplexity and Rufus, Amazon’s shopping assistant, both leverage genAI-integrated search, blurring the line between search engine and site search experiences. Like Rufus, Perplexity’s shopping assistant rapidly summarizes reviews, compares features, and requires only one click to buy.

2 months ago | forrester.com | Steven Casey |Rick Parrish |Christina Schmitt

What does B2B marketing and selling have to do with checkers and chess? For decades, marketers focused on the quantity of individual leads (marketing-qualified leads, or MQLs) that they could pass through to sales — akin to how players in checkers push identical pieces across a board. More recently, with the shift to buying groups, checkers evolved into chess, where the pieces have many different roles and powers.