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Building the experiences AI can’t takes more than new tools. It takes clarity, judgment, and trust — especially as AI reshapes how customers discover, engage, and decide. For a limited time, when you register for one of our upcoming CX events, you’ll receive the CX Starter Kit, designed to help CX, digital, and B2C marketing leaders turn Forrester event insights into confident action back at work. What’s inside the CX Starter Kit: • Research that shows where AI truly differentiates customer experiences — and where human judgment matters most • Guidance on agentic AI, conversational experiences, genAI and consumers, trust, and CX strategy • Clear frameworks to reduce uncertainty and align teams as AI reshapes strategy, content, commerce, and service Choose your reports from a curated list aligned to event priorities. The goal is simple: Move from ideas to confident decisions faster. 👉 Register for one of our CX events before this offer ends to receive your CX Starter Kit. 📍 CX Summit EMEA (Amsterdam) Register by May 29: https://forr.com/3QdppJn 📍 CX Forum East (New York City) or West (San Francisco). Register by June 12: https://forr.com/4eERpzR 🚨 CX Forum East tickets are almost sold out. Lock in your savings before registration closes.

US companies aren’t facing an AI regulation gap — they’re drowning in conflicting rules. In this blog, Alla Valente and Enza Iannopollo explain why America’s AI regulatory patchwork is making accountability more complex, not less, for AI, risk, and compliance leaders. Three forces are throwing AI compliance into chaos: 1. A surge of state laws. More than 1,100 AI bills were introduced across US states in 2025, each with different definitions, requirements, and penalties. 2. Federal preemption uncertainty. Efforts to override state AI laws are adding legal ambiguity instead of delivering clarity. 3. A litigation-led future. With federal AI regulation lagging, courts are shaping accountability — and 80% of US corporate counsel expect more AI-related class actions. The impact on AI risk, governance, and compliance leaders? Regulatory clarity isn’t coming anytime soon. Organizations must act now by turning regulatory complexity into a strategic capability. 👉 Read the blog to learn how to navigate — and compete — in America’s AI regulatory maze: https://forr.com/4uomPzi

One of the biggest challenges with enterprise AI? The silos between business and technology teams. What makes Forrester AI different is that it’s designed to bridge that gap — bringing trusted research, analyst expertise, and AI-powered insights directly into the workflows where both business and tech leaders make decisions together. AI transformation requires breaking down barriers between functions and enabling teams to speak the same language. That’s the opportunity with Forrester AI: helping leaders move from fragmented insights to shared decision-making — faster, smarter, and with greater confidence. Learn more here: https://forr.com/4v4eDo5

Security and risk leaders: this is your moment. Forrester has opened nominations for the 2026 Security & Risk Enterprise Leadership Award — recognizing organizations that turn security, privacy, and risk into engines of trust and resilience. This award honors enterprises that: • Move security beyond compliance. • Secure and govern agentic AI with confidence. • Build trusted relationships with customers, employees, and partners. 📆 Nominations close June 29, 2026. 🏆 The winner will be honored at Forrester’s Security & Risk Forum this November. Past winners include BNP Paribas Bank Polska, Oregon Lottery, Schneider Electric, and Barclays. Read the details in this blog: https://forr.com/4uSdDmF Want to see your company added to that winners’ list? 👉 Apply now and showcase how trust drives growth: https://forr.com/4ft9bGz

AI strategies fail when they focus on technology and forget the people expected to use it. That’s the core message of a standout episode of Forrester’s What It Means podcast featuring J. P. Gownder, Vice President and Principal Analyst. As AI becomes embedded in everyday work, this conversation is a timely reminder that workforce readiness — not tool adoption alone — determines success. In the episode, J. P. challenges a common misconception: that AI is primarily a shortcut to replacing human workers. Instead, he makes the case that AI works best as an opportunity builder — when employees are trained, supported, and empowered to use it effectively. What leaders should take away: ◾Business outcomes depend on people; AI still requires human judgment, oversight, and goal‑setting. ◾Most workers aren’t prepared to use AI well: only 25% know what prompt engineering is, and just 22% have received formal AI training. ◾When training is missing, adoption drops fast — up to 60% of employees stop using AI assistants that don’t deliver results. ◾Shifting unused AI licenses is less effective than setting employees up for success from the start. 💡What it means for executives and HR, IT, and digital leaders: Put employees at the center of your AI strategy with clear positioning, practical training, and ongoing enablement. 🎧 Tune in to this rerun of What It Means to hear J. P. Gownder share research‑driven guidance on building AI strategies that actually work: https://forr.com/492OsFJ #WhatItMeansPodcast #FutureOfWork #ArtificialIntelligence #EmployeeExperience #ChangeManagement #ForresterResearch

In a world flooded with AI-generated answers, trust is the real advantage. One of the industry’s first generative AI tools, Forrester AI Access gives teams fast, AI-powered advice grounded in Forrester’s proprietary research and data. What makes it different? • Every answer cites validated Forrester research, data, and analysts. • Get concise, actionable guidance for strategy, planning, vendor evaluation, and execution. • Grant unlimited usage and access for everyone, from executives to early-career professionals. • See sources, connect with analysts, and go deeper. 👉 Learn how Forrester AI Access helps organizations act with confidence: https://forr.com/4ucAQjN

Search is entering a new era — and brands can no longer rely on traditional SEO alone. In his latest blog, Nikhil Lai, Principal Analyst at Forrester, explains how answer engines like Google’s AI Mode and ChatGPT are changing discovery — synthesizing answers instead of sending users to brand websites. 👉 Read the blog here: https://forr.com/4dE1v2R

“People weren’t pushing back. They were exhaling.” That was the reaction Dave Frankland heard after his keynote at Forrester’s B2B Summit North America, and it says a lot about where B2B leaders are right now. In a conversation with The Drum, he put words to a feeling many attendees had been carrying quietly: B2B go-to-market has reached a breaking point. Economic volatility, buyer behavior shifts, and mounting complexity are collapsing the old rules — and creating the GTM singularity. What made this year’s Summit theme resonate wasn’t alarmism. It was recognition. As Dave shared: • Leaders felt solidarity, not surprise. • The message landed as permission — to name what’s broken and rethink what comes next. • The path forward is grounded in three principles: augmented, resilient, and collaborative go-to-market models. 👉 Read the full article here: https://forr.com/42jD8kM What does this mean for B2B leaders? This isn’t about incremental optimization. It’s about redesigning how teams, technology, and decisions work together when the old playbooks no longer hold. 👉 Come to B2B Forum EMEA, September 28–29 in London, to prepare for the future of GTM: https://forr.com/43QCYD0

Go‑to‑market teams are embracing AI — but many still aren’t delivering meaningfully more value to customers. That tension came through clearly at Forrester’s recent B2B Summit, and GTM leaders are feeling the ground shift: ➡️ AI-driven search is changing discovery. ➡️ Buyers are firmly in control. ➡️ Long-trusted metrics are losing relevance. In this new blog, Forrester’s CMO Andrew Cox shares what he’s hearing directly from GTM leaders — how they’re using AI today and where the real opportunity still lies. His key takeaways for CMOs and GTM leaders: • Productivity AI is table stakes. Value-creating AI is the differentiator. • Growth lives in customer-facing AI, not internal automation alone. • The winners design for customer outcomes, not efficiency metrics. The message is clear: AI isn’t just another layer to add. It’s reshaping how buyers discover, evaluate, and engage — and GTM leaders are uniquely positioned to lead what comes next. 👉 Read the full blog post: https://forr.com/4naVE8o