Forrester

AI productivity gains may be creating more work than they eliminate. If AI saves one employee 20 minutes but creates 30 minutes of review, rework, or correction downstream, that’s not productivity — it’s just moving work around. In her new blog, Lisa (Berkley) Gately shares findings from “The State Of Content Creation And Optimization Solutions, 2026.” She explains why marketers need to look beyond individual AI efficiency and start measuring impact across the entire content workflow. Key takeaways: ✅ AI experimentation needs guardrails, accountability, and quality standards. ✅ Productivity should be measured across the end-to-end workflow, not just at the individual task level. ✅ As organizations consolidate tools and standardize AI-enabled processes, content work and agency relationships will continue to evolve. For marketing leaders evaluating their content capabilities, this is a valuable perspective on how to move from AI experimentation to repeatable, governed ways of working. Read Lisa’s blog: https://forr.com/4s77UcC How is your organization measuring AI’s impact across the content lifecycle?

Experimenting with AI is the easy part. Turning it into real business value is much harder. At Technology & Innovation Forum East, guest speakers will be sharing how they’re driving AI adoption, rethinking how work gets done, and moving from experimentation to real-world impact. See more details below⬇️ #ForrTech

The foundations of manufacturing competitiveness are shifting. For decades, cost efficiency and scale defined market leaders. Today, supply chain disruption, workforce constraints, and regionalization are elevating a different capability: adaptability. New research from George Lawrie and Michael O'Grady explores how manufacturers are using software, automation, and AI to build more flexible, resilient operations. Key takeaways from our latest forecast: • Software-defined manufacturing is becoming a competitive differentiator, helping manufacturers improve flexibility, resilience, and productivity. • Industrial AI is advancing beyond experimentation and becoming embedded across engineering, operations, maintenance, and supply chains. • Workforce shortages are accelerating investment in automation, digital skills, and software-led productivity. The manufacturers that outperform through 2030 won’t do so by making products more cheaply but by being able to adapt faster than the competition. Read the blog: https://forr.com/4ypac8q

Your teams are building AI faster than ever. Developers are creating AI-powered assistants. Marketing teams are experimenting with AI-generated advisors. New applications are emerging across the business. The question for security leaders is simple: How do you make sure they're building securely? It's a decision you can't get wrong. In this video, Janet Costello Worthington, Senior Analyst at Forrester, shares three principles for securing AI applications. When security leaders face decisions they can't get wrong, Forrester AI helps them move from questions to validated decisions with trusted research, proprietary data, and expert guidance. Learn more: https://forr.com/4jl7flC

Everyone is racing toward agentic commerce, but retailers should be wary of treating this as the future of commerce. As Meta and Amazon battle to control digital commerce in the age of agentic AI, Sucharita Kodali and Emily Pfeiffer discuss that while agents can help consumers discover products, compare options and narrow choices, converting recommendations into transactions is still a much bigger leap for consumers. Their latest blog outlines the key realities for digital leaders, including: • Adoption is more likely to emerge around specific, high-intent use cases than everyday shopping. • Many parts of the commerce journey still require merchants to maintain direct control. • Concerns about trust, permissions, and agent behavior could slow adoption. 👉 Read the blog: https://forr.com/4y849VC

One of the biggest mistakes security leaders make with agentic AI? Starting with products instead of problems. As organizations race to secure agentic AI, many teams are evaluating new security technologies before identifying the control gaps they’re trying to address. According to Jeff Pollard, that’s the wrong sequence. Forrester’s AEGIS framework helps security leaders take a control-first approach by asking: • What risks are we trying to mitigate? • What controls are missing or weak? • Where do existing tools already provide coverage? • When does a new investment actually fill a gap? ➡️ Read Jeff’s blog to learn how security leaders can turn AEGIS controls into a practical roadmap for securing agentic AI: https://forr.com/4ASQRPr

A year ago, most technology leaders were asking: “How do we adopt AI?” Today, the question is different: “How do we stay in control once AI is embedded in everything?” That’s the challenge we’ll tackle at Forrester’s Technology & Innovation Forum East. Join us in New York to be part of the conversation. 📍 November 4–5, 2026 | New York City 🎟️ Register: https://forr.com/4AWkSy0 👇 Follow Forrester Technology & Security Events for speaker announcements, agenda updates, and event insights. #ForrTech

Search on apps and websites is about to fundamentally change, or users will stop using it. According to Emily Pfeiffer, while there’s a big focus on optimizing content for discoverability in answer engines, what’s missing is the part of the conversation that focuses on the owned environment: websites and apps. As consumers grow accustomed to AI-powered experiences, they'll expect the same trusted, relevant answers everywhere. This will lead to a major reset for owned search. Forrester's ADVICE framework includes six guideposts for building conversational experiences that earn visitors and give them a reason to stay: Assessed. Directed. Versatile. Individualized. Contiguous. Embedded. The next generation of search won't live only in answer engines. It will reshape the sites and apps brands already own. 👉 Read Emily's blog to learn more: https://forr.com/4ATKXh4

Happy CX Day! 🎉 This year, we brought CX, marketing, and digital leaders together in Amsterdam, San Francisco, New York, and Sydney to tackle a question that’s becoming more important every day: How do you create better customer experiences in an AI-powered world? Across our Forrester CX Events, leaders shared practical strategies for: • Building trust in the age of AI. • Preparing for agentic commerce. • Proving the business value of CX. • Connecting customer, brand, and employee experience. • Keeping humans at the center of transformation. The conversation is evolving, with new research, new technologies, and new opportunities to elevate experiences while building trust and driving growth. ➡️ Explore our 2027 CX events: https://forr.com/4yz78aC ⬇️Swipe through for photos and highlights from our CX events around the world. #CXDay #ForrCX

Congratulations to this year’s North America Technology Awards winners. 🏆 What stood out in this year’s submissions wasn’t bigger AI investments or more experimentation. It was the ability to scale technology in ways that delivered measurable business results. • Data & AI Impact Award: UnitedHealthcare moved AI from pilots to enterprise scale. • Technology Strategy Impact Award: JPMorganChase turned genAI experimentation into enterprise adoption. • Enterprise Architecture Award, presented in partnership with The Open Group: GM Financial transformed architecture into a business capability. ➡️ Read the UnitedHealthcare announcement: https://forr.com/4hOfsfG ➡️ See why JPMorganChase and GM Financial won: https://forr.com/4rQap2U Want to hear firsthand from these award-winning leaders and learn how they’re putting these principles into practice? 🎟️ See them at Technology & Innovation Forum East: https://forr.com/4i5GznF #ForrTech