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AI In Events: A Promise Waiting To Be Realized

5 days ago | forrester.com | Conrad Mills

AI has the potential to fundamentally remake many aspects of how we plan and execute events. Yet, despite its wide-ranging potential, data from Forrester’s 2025 State Of B2B Events Survey shows that current uptake is low. While some leaders we spoke to are cautiously optimistic, there are wide-ranging concerns around safety, privacy, and vendor capabilities.
Announcing The Forrester Wave™: Email, Messaging, And Collaboration Security Solutions, Q2 2025

5 days ago | forrester.com | Jess Burn

The Forrester Wave™: Email, Messaging, And Collaboration Security Solutions, Q2 2025 is live – and it looks a bit different from its predecessor in 2023. Yes, it’s a mouthful but the holistic approach of email, messaging, and collaboration security (EM&CS) is a reflection not only of the way people work but of the threats facing those workers as they communicate and collaborate with customers, partners, and each other.
The State of Business Buying in Asia Pacific, 2024: What Marketers Need to Know

5 days ago | forrester.com | Mavis Liew

Ranging from cultural nuances, generational shifts, and the rise of AI, business buying in Asia Pacific (APAC) is evolving rapidly. APAC is one of the most dynamic and diverse regions in the world and that complexity is reflected in its B2B buying landscape. If you’re a marketer or seller operating in this region, understanding these changes is critical to staying competitive. What can you do about these key trends that are shaping the B2B landscape in APAC?
AI Cost As A First Class Metric -- Our Conversation With David Tepper, CEO and Founder of Pay-I

5 days ago | forrester.com | Michele Goetz

As generative AI moves from experimentation to enterprise-scale deployment, the conversation is shifting from “Can we use AI?” to “Are we using it wisely?” For AI leaders, managing cost is no longer a technical afterthought—it’s a strategic imperative. The economics of AI are uniquely volatile, shaped by dynamic usage patterns, evolving model architectures, and opaque pricing structures. Without a clear cost management strategy, organizations risk undermining the very ROI they seek to achieve.
CIBC And AT&T's John Miller Win Forrester’s North America 2025 Customer Obsession Awards

5 days ago | forrester.com | Keith Johnston

Customer obsession is more than a buzzword — it’s a perpetual motion that drives business success. At this year’s CX Summit North America, Forrester is honoring two exceptional leaders who have demonstrated a commitment to putting customers at the heart of their organizations.
Introducing Forrester’s IT Spend Management Framework

6 days ago | forrester.com | Frederic Giron

The current economic climate presents a significant challenge for CIOs. Tariffs, and macroeconomic uncertainty are likley to temper IT spending growth in 2025 and 2026. Inflation, continues to erode purchasing power, complicating CIOs’ efforts to secure meaningful budget increases. Yet, amidst these fiscal headwinds, Artificial Intelligence (AI) remains a paramount priority.
Three Key Findings From The Forrester Wave™: Employee Experience Management Platforms, Q2 2025

6 days ago | forrester.com | David Johnson

I’m excited to announce the publication of The Forrester Wave™: Employee Experience Management Platforms, Q2 2025. What is an employee experience (EX) management platform, anyway? It’s not as simple a question as you might imagine. There are many vendors trying to define their market space as EX management because their capabilities are integral to employees’ daily work and communications. For example, intranet platforms are increasingly marketing themselves this way.
Lead Your Team To High Culture Energy In Turbulent Times

6 days ago | forrester.com | Angelina Gennis

Your organization is navigating turbulent, volatile waters, and my colleagues at Forrester are helping you navigate this, whether you’re in technology; B2B marketing, product, and sales; or B2C marketing, CX, and digital. But what is happening in your team? As a valiant team leader, you’re doing your best to manage the uncertainty your team feels in the face of external volatility and the internal adjustments — changes in budget, project priorities, leadership, etc. — that naturally follow.
Don’t Overlook Consumers’ Preferences in the Whirlwind of AI

1 week ago | forrester.com | Stephanie Liu

AI disrupts marketing norms and changes so rapidly that it’s hard to keep up. Just last week, Google announced its newest push to incorporate AI in search with AI mode and Microsoft introduced the Agent Store, a catalog of AI agents.Companies may be tempted to move fast with AI pilots, but for consumer-facing AI experiences, brands can’t ignore consumer sentiment and readiness.
For AI Success, Follow Path Two

1 week ago | forrester.com | Ted Schadler

At the MIT Sloan CIO Symposium in Cambridge, Massachusetts, last week, MIT Nobel Prize winning economist, Daron Acemoglu, painted it black and white. He said, technology can take two paths. Path one is using technology to automate tasks that people once did. We’ve been doing that for centuries. Silicon Valley loves it. Business managers love it. Take out cost by replacing people with machines. It’s inevitable. But no company ever saved their way into the history books.