Tag: Forrester

Forrester’s new AI Disruption Model, Experian’s Identity and Fraud Report, and a B2B search overhaul at Akamai all point the same direction: durable martech budget is moving beneath the application, into data, identity, and trust. A practitioner’s read for CMOs planning 2027.

CareFirst CMO Mack McGee on how Forrester’s top-ranked insurer for Total Experience replaced NPS-only measurement with an operational experience scorecard.

Generative AI has unlocked a torrent of potential for content creation, personalization, and process automation. The temptation is to unleash this power, to accelerate every workflow, and to marvel at the sheer volume of output. But in this race for speed, we risk becoming incredibly efficient at producing forgettable,…

From Greg Kihlström on the Martech Fururist blog. A survey of enterprise deployments finds that identity is the control organizations are least likely to have put in place. Perimeter research finds the same requirement outside the firewall, where an agent reaching your site may belong to a customer, a…

Generative Engine Optimization (GEO) isn’t merely an extension of SEO; it’s the emergence of a new persona—the AI agent—that demands its own unique approach, its own content strategy, and its own definition of value.

If there’s a single thread running through this week’s episodes, it’s the discipline required to turn AI ambition into durable value—and the growing consensus that speed, on its own, is not a strategy.

Forrester Principal Analyst Gina Bhawalkar on building great CX with an AI-enabled design workflow — keeping human judgment, design systems, and trust central.

Originally posted on GregKihlstrom.com: Recent research and insights from HBR, Forrester, and MarketingProfs point at the same problem from different directions, and a product launch from Databricks adds a fourth angle. AI is everywhere in marketing now. Most organizations are aiming it at speed and cost savings, while the…

Today, we are at Forrester CX in New York City, and we’re going to talk about a fundamental shift in the customer journey: the rise of the AI agent as an influential, and in some cases, decision-making persona. This isn’t just about using AI in our marketing; it’s about…

The latest intelligence from Forrester, Gartner, HBR, and MarketingProfs converges on an uncomfortable truth for marketing leaders that I’ve discussed several times before in this series: AI adoption is accelerating faster than organizational readiness. The gap between what AI can do and what marketing teams are actually equipped to…