Forrester Research, Inc.

https://www.forrester.com/

Forrester Research, Inc. is an independent global research and advisory firm headquartered at 60 Acorn Park Drive, Cambridge, Massachusetts, U.S.. Its core mission is to challenge conventional thinking and drive change by providing data-driven research and outcome-focused guidance. The firm aims to empower business and technology leaders worldwide to enhance customer relationships and accelerate growth.

Forrester's offerings encompass three primary segments: research, consulting, and events. Key products include proprietary research platforms like Forrester Decisions, comprehensive Forrester Wave™ evaluations, and advisory services. The company serves a diverse client base of business and technology leaders across various functions, including technology, customer experience (CX), digital, marketing, sales, and product, with a significant portion of its clientele drawn from the Fortune 100.

George F. Colony serves as the founder, Chairman, and CEO of Forrester. In recent news, Forrester launched its Forrester AI agent for Microsoft 365 Copilot in April 2026, designed to integrate its research and guidance directly into client workflows. The company also unveiled new research on "The GTM Singularity," advocating for updated go-to-market strategies for B2B leaders. Forrester is scheduled to broadcast its first-quarter earnings conference call for 2026 on May 6, 2026.

Latest updates

Forrester Embeds AI Agent in Microsoft 365 Copilot, Expanding Research Access

Event summary

  • Forrester launched the Forrester AI agent for Microsoft 365 Copilot on April 28, 2026.
  • The agent provides Forrester clients secure access to research and guidance within Microsoft 365 workflows at no additional cost.
  • Carrie Johnson, Forrester’s Chief Product Officer, highlighted the company’s focus on embedding insights into client workflows.
  • Forrester’s Model Context Protocol (MCP) connector allows secure integration of research into proprietary systems.
  • The Forrester AI agent is available to existing license holders of Forrester Decisions, Market Insights, and AI Access.

The big picture

Forrester’s move to embed its research directly into Microsoft 365 Copilot represents a broader trend of advisory firms seeking to integrate their services into the workflows of enterprise users. This strategy aims to combat information overload and deliver actionable insights at the point of decision-making, but also increases reliance on the success and stability of Microsoft’s Copilot platform. The firm’s focus on expanding its AI capabilities, as evidenced by the Izola acquisition and MCP connector, signals a significant investment in the future of research delivery.

What we're watching

Integration Depth
The success of Forrester’s strategy hinges on the seamlessness of the Copilot integration; clunky implementation could limit adoption and diminish perceived value.
MCP Adoption
Widespread adoption of Forrester’s Model Context Protocol (MCP) connector will be crucial to extending the reach of Forrester AI beyond existing client workflows and into proprietary systems.
LLM Dependence
Forrester’s stated plans for further integration with public LLMs introduce a dependency on external models, potentially exposing the firm to risks related to model performance, cost fluctuations, and data privacy.

Forrester: AI-Driven 'GTM Singularity' Demands B2B Strategy Overhaul

Event summary

  • Forrester research, unveiled at B2B Summit North America on April 27, 2026, declares a 'GTM Singularity' is underway.
  • The report argues that B2B firms have largely failed to adapt GTM practices despite years of changing buyer behavior and information access.
  • Forrester advocates for an 'ARC' (Augmented, Resilient, Collaborative) GTM approach to engage AI-enabled buyers.
  • The research highlights a need to shift from engagement metrics to 'Return on Objective' (ROO) tied to customer goals.

The big picture

Forrester's report signals a fundamental disruption in B2B sales and marketing, driven by the accelerating adoption of AI by buyers. This 'GTM Singularity' represents a significant challenge to established firms, potentially creating a divide between those who can adapt and those who are left behind. The shift to an ARC model necessitates a complete rethinking of organizational structure and operational processes, impacting firms of all sizes but particularly those reliant on traditional, siloed approaches.

What we're watching

Content Evolution
The shift towards personalized, ungated content for human and AI buyers will intensify, forcing B2B firms to re-evaluate their content creation and distribution models to ensure visibility in AI-driven search environments.
Team Alignment
The ability of sales, marketing, customer success, and product teams to truly collaborate and share a unified view of the customer will be a key differentiator, and the pace of this integration will determine the effectiveness of ARC GTM implementations.
Human Role
The ongoing calibration of human and AI roles within GTM will be critical; a failure to properly integrate human expertise alongside AI augmentation risks diminishing the value of both and hindering overall performance.

Forrester: AI's Physical Expansion Signals Shift in Enterprise Tech Investment

Event summary

  • Forrester Research released its 'Top 10 Emerging Technologies for 2026' report on April 15, 2026.
  • The report highlights a move of AI beyond digital workflows into physical environments like robotics and vehicles.
  • Key technologies identified include agentic commerce, AI security, agentic software development, and humanoid robots.
  • Quantum computing is flagged as a long-term technology with potential benefits for financial services, pharmaceuticals, and manufacturing.

The big picture

Forrester’s report underscores a fundamental shift in AI’s trajectory, moving beyond theoretical applications to tangible, physical implementations. This transition requires a reassessment of technology investment strategies, emphasizing both near-term gains and long-term bets. The report’s categorization by benefit horizon highlights the growing complexity of managing a portfolio of emerging technologies with vastly different risk profiles and timelines.

What we're watching

Execution Risk
The successful integration of humanoid robots will depend on overcoming significant challenges related to scaling, safety, and workforce adaptation, potentially delaying widespread adoption.
Governance Dynamics
The rapid expansion of agentic AI will necessitate robust security and governance frameworks, particularly in regulated industries, to mitigate risks and ensure responsible deployment.
Investment Horizon
The divergence in timelines for emerging technologies—from short-term ROI in agentic commerce to the long-term potential of quantum computing—will force enterprises to carefully balance immediate needs with future-proofing investments.

AI Investment Fails to Deliver, Forrester Finds, Citing Skills Gap and Siloed Adoption

Event summary

  • Forrester’s new report, 'Accelerate Your AI Voyage,' surveyed 1,500 AI decision-makers.
  • Most enterprises are struggling to translate AI adoption and investment into measurable business impact.
  • A key obstacle is low 'AIQ' – a measure of AI aptitude – indicating a lack of employee understanding.
  • High AI adopters are more likely to focus on customer experience (52% vs. 44% of low adopters) and marketing optimization (48% vs. 30%).
  • Forrester Chief Research Officer Sharyn Leaver warns that businesses have a 'narrow opportunity' to capitalize on AI.

The big picture

Despite widespread AI adoption, the lack of measurable impact suggests a broader issue of strategic misalignment and execution challenges across enterprises. Forrester’s findings underscore the risk of over-investment in AI without a clear understanding of its application and the necessary foundational capabilities. This trend could lead to a reassessment of AI ROI and a shift towards more targeted, customer-centric deployments.

What we're watching

Execution Risk
The report highlights a significant gap between AI investment and tangible business outcomes, suggesting many firms lack the operational maturity to deploy AI effectively, which could lead to write-downs and strategic re-evaluations.
Governance Dynamics
CEO-driven AI strategies are proving more successful, indicating a need for stronger executive sponsorship and alignment across departments to overcome siloed adoption and ensure AI initiatives are strategically prioritized.
Talent Scarcity
The emphasis on AI skills in job descriptions and applicant screening suggests a growing talent war, potentially driving up labor costs and hindering the pace of AI implementation for organizations struggling to attract and retain qualified personnel.

B2B Integration Awards Highlight Shift to Customer-Centric Growth

Event summary

  • Forrester recognized Amazon Ads, Rockwell Automation, and ServiceNow as winners of its 2026 B2B Return On Integration (ROI) Honors.
  • The awards highlight companies achieving alignment across marketing, sales, customer success, and product functions.
  • Rockwell Automation implemented a transformational CRM initiative with automated workflows and unified reporting.
  • ServiceNow launched an AI-enabled platform for partner marketing, increasing self-service adoption and scaling partner-generated demand.
  • The B2B Summit North America will be held in Phoenix, April 26–29, 2026, with a theme of 'GTM Singularity'.

The big picture

The Forrester awards underscore a growing imperative for B2B organizations to prioritize customer-centricity and cross-functional alignment to drive revenue growth. The shift away from activity-based marketing towards audience-centric strategies, as exemplified by IBM’s award, reflects a broader industry trend towards data-driven decision-making and personalized engagement. These initiatives, while promising, require significant investment and organizational change to achieve lasting impact.

What we're watching

Integration Risk
The success of Rockwell Automation's CRM initiative hinges on the sustained adoption and effective integration of new workflows across diverse departments, a challenge given the scale of the organization.
SMB Adoption
Amazon Ads' focus on service-based SMBs may be a bellwether for broader B2B advertising trends, but the sustainability of growth depends on the continued willingness of these businesses to invest in digital marketing.
Partner Dependency
ServiceNow’s reliance on partner-led growth exposes the company to potential risks if partner adoption of the AI-enabled platform falters or if the partner ecosystem experiences disruption.

Forrester Integrates AI Research Tool into Microsoft Teams, Bolsters Client Retention

Event summary

  • Forrester has integrated its generative AI tool, Forrester AI (formerly Izola), as an app within Microsoft Teams, available to existing Forrester clients.
  • The Forrester AI Teams app provides access to Forrester’s proprietary research and data, unavailable through public AI models.
  • Forrester AI Access, launched last year, expanded access to Forrester’s research portfolio, and has seen 55% year-over-year user adoption and 65% prompt volume growth.
  • Forrester emphasizes that client data entered into the Forrester AI Teams app is not used to train its models, ensuring confidentiality.

The big picture

Forrester's move to embed its AI research tool within Microsoft Teams represents a strategic effort to deepen client engagement and differentiate its services in a rapidly evolving market. The firm is attempting to counter the commoditization of AI-generated information by offering a curated, proprietary research experience. This initiative underscores the broader trend of research firms leveraging AI to enhance their value proposition and combat the rise of open-source alternatives.

What we're watching

Client Churn
The success of this integration hinges on whether it meaningfully improves client retention, given Forrester’s subscription-based revenue model and the increasing availability of alternative research platforms.
Competitive Response
Other research and advisory firms will likely accelerate their own AI integration efforts to compete with Forrester’s offering, potentially eroding Forrester’s competitive advantage.
Data Security
Continued client trust will depend on Forrester’s ability to maintain strict data security protocols and transparency regarding how the AI tool utilizes client data, despite assurances against model training.

Forrester Events Signal CX Pivot: Human Connection to Counter AI Distrust

Event summary

  • Forrester is hosting three CX events in 2026: CX Summit EMEA (Amsterdam, June 8–10), CX Forum East (New York City, June 16–17), and CX Forum West (San Francisco, June 29–30).
  • A core theme is “Build The Experience AI Can’t,” acknowledging AI’s limitations in fostering trust and human connection.
  • Forrester will unveil an expanded Total Experience Score (EX Index) linking employee sentiment to business outcomes.
  • Keynote sessions will address consumer distrust in the age of AI and the need for a ‘human foundation’ in AI-powered enterprises.

The big picture

Forrester’s event series highlights a growing tension: while enterprises aggressively pursue AI-driven CX efficiencies, consumer trust is eroding, and the limitations of AI in replicating human connection are becoming increasingly apparent. This signals a potential recalibration in CX strategy, moving beyond automation towards a more nuanced approach that integrates human creativity and empathy. The events themselves represent Forrester's attempt to capture and monetize this shift in thinking, positioning themselves as guides through this complex landscape.

What we're watching

Trust Erosion
The stated consumer distrust of AI-generated content and automation suggests a potential backlash against aggressive AI deployment in CX, forcing brands to prioritize authenticity and transparency, which could impact adoption rates of AI-powered CX solutions.
EX Alignment
The introduction of the Total Experience Score (EX Index) signals a shift towards demonstrating the direct financial impact of employee experience, potentially leading to increased investment in EX programs and a re-evaluation of how EX is measured and incentivized across organizations.
Human Capital
The emphasis on ‘human qualities’ like creativity and empathy suggests a growing recognition that AI cannot fully replace human interaction in CX, which will likely drive demand for CX professionals skilled in blending human and AI capabilities.

Forrester's Revenue Declines Spark Restructuring, AI Integration Focus

Event summary

  • Forrester Research reported a 6% decline in contract value (CV) to $292.4 million for 2025, compared to $311.9 million in 2024.
  • Total revenues decreased to $396.9 million in 2025 from $432.5 million in 2024.
  • The company recorded a GAAP net loss of $119.4 million for 2025, including a $110.7 million goodwill impairment charge.
  • CEO George Colony announced a restructuring plan aimed at improving cost efficiency and driving CV growth.
  • Forrester is projecting full-year 2026 revenues between $345.0 million and $360.0 million, a 9-13% decline.

The big picture

Forrester's results reflect broader challenges facing the market research industry, where increased competition and evolving client needs are putting pressure on pricing and requiring firms to adapt quickly. The company's pivot towards AI-powered services and self-service offerings signals an attempt to address these trends, but the restructuring and revenue decline suggest a more significant strategic adjustment is underway. The goodwill impairment highlights a reassessment of past acquisitions and their contribution to future growth.

What we're watching

Execution Risk
The success of Forrester's restructuring plan will hinge on its ability to rapidly cut costs and refocus its go-to-market strategy, a process that carries inherent operational risks and potential for further disruption.
AI Adoption
How effectively Forrester integrates AI across its product portfolio and demonstrates value to clients will be critical to reversing the decline in contract value and justifying its premium pricing.
Client Retention
Whether Forrester can sustain its 77% client retention rate, particularly given the revenue decline and restructuring, will be a key indicator of its long-term viability and ability to weather current market headwinds.

Forrester Shrinks Events, Prioritizes Engagement Amid Budget Constraints

Event summary

  • Forrester is shifting its global events portfolio to include shorter, one- to one-and-a-half-day Forums alongside its existing Summits.
  • The new Forums will emphasize deeper engagement, curated programming, and formats tailored to leaders’ evolving preferences.
  • VP of Global Events Tavar James cites attendee feedback prioritizing relevance over sheer content volume.
  • Updates include geographically accessible locations, enhanced peer networking, and an invitation-only Executive Leadership Exchange (ELE).

The big picture

Forrester’s portfolio overhaul reflects a broader trend of businesses re-evaluating the value and format of in-person events in an era of constrained budgets and limited executive time. The move represents an attempt to maintain relevance and justify event spend while catering to a more selective and discerning audience. This shift could be a bellwether for how other information services providers adapt to changing market dynamics.

What we're watching

Budgetary Pressures
The shift to shorter, more focused events signals broader corporate belt-tightening, which could impact Forrester’s revenue if attendance declines despite the format change. This also suggests a wider trend of businesses re-evaluating event ROI.
Engagement Metrics
Forrester’s success hinges on whether the new Forum format genuinely improves attendee engagement and delivers measurable business impact, as claimed. Failure to demonstrate this will undermine the strategic shift.
Competitive Response
Other B2B information and advisory firms will likely observe Forrester’s changes and may adapt their own event strategies, potentially intensifying competition for attendee mindshare and sponsorship dollars.

B2B Buying Groups Surge as GenAI Fuels Buyer Skepticism

Event summary

  • Forrester's 'The State Of Business Buying, 2026' report reveals generative AI is reshaping B2B purchasing.
  • Typical B2B buying decisions now involve 13 internal stakeholders and 9 external influencers.
  • 94% of buyers with groups of six or more report clear benefits, including budget security and broader perspectives.
  • Over 60% of buyers now utilize trials, with 78% of those making purchases over $10 million engaging in a trial.
  • Procurement professionals are decision-makers in 53% of B2B buying cycles, prioritizing efficiency and productivity.

The big picture

Forrester's findings highlight a significant shift in B2B buying dynamics, driven by the rise of generative AI and increasing pressure on buyers to justify expenditures. This trend is forcing vendors to move beyond product features and focus on building trust, demonstrating value, and navigating complex stakeholder networks – a change that could impact the entire sales and marketing landscape.

What we're watching

Network Influence
The reliance on expanding internal and external networks suggests a growing complexity in B2B purchasing, potentially lengthening sales cycles and requiring more sophisticated relationship management strategies.
AI Validation
The buyer's mistrust of AI-generated information will likely drive increased demand for human expertise and validation, favoring vendors with strong reputations and established influencer programs.
Trial Economics
The prevalence of trials, particularly for large deals, indicates buyers are prioritizing risk mitigation and ROI validation, forcing vendors to optimize trial experiences and demonstrate clear business value.

Forrester: Generative AI Reshapes B2B Buying, Rendering Traditional Go-to-Market Models Obsolete

Event summary

  • Forrester's B2B Summit North America 2026 will be held in Phoenix, April 26–29, 2026.
  • Over 90% of business buyers are already leveraging or planning to use generative AI in purchase decisions.
  • The summit's theme, 'GTM Singularity,' addresses the collapse of traditional B2B go-to-market strategies.
  • Forrester will present new research, analyst insights, and certification courses at the summit.
  • The deadline to submit nominations for the B2B Return On Integration Honors and B2B Programs Of The Year Awards is February 2, 2026.

The big picture

Forrester's assessment highlights a systemic disruption in B2B sales, driven by the pervasive adoption of generative AI. This shift necessitates a fundamental rethinking of go-to-market strategies, moving beyond traditional methods to embrace AI-driven discovery and personalized engagement. The summit signals a recognition that B2B organizations must adapt rapidly or risk losing market share to competitors who are more effectively leveraging these new technologies.

What we're watching

Adoption Speed
The rapid adoption of generative AI by business buyers will likely accelerate the obsolescence of existing B2B GTM models, forcing a more immediate and drastic overhaul than initially anticipated.
Accountability Shift
The emphasis on 'The Accountability Reset' suggests a growing disconnect between GTM activities and demonstrable business outcomes, potentially leading to increased scrutiny of marketing and sales spend.
Human Integration
The focus on 'Human + AI GTM' indicates a recognition that purely automated approaches will fail to build the trust and relationships crucial for complex B2B sales, and the challenge lies in finding the optimal balance.

Forrester: AI Job Losses to Hit 10.4 Million, But 'Apocalypse' Unlikely

Event summary

  • Forrester Research forecasts AI could account for 6% of total US job losses by 2030, equating to 10.4 million roles.
  • The firm predicts AI will augment 20% of jobs over the next five years, rather than outright replacing them.
  • Forrester identifies a trend of 'AI washing,' where companies attribute layoffs to future AI implementation when financially motivated.
  • Junior positions, software developers, and customer service representatives are expected to experience the most pressure from AI.
  • Companies reversing AI-driven layoffs are becoming more common, highlighting the operational challenges of rapid automation.

The big picture

Forrester's report underscores a nuanced reality: AI’s impact on the labor market will be disruptive but not catastrophic. The trend of attributing layoffs to AI to mask financial restructuring poses a risk to corporate reputation and employee trust. The need for strategic investment in employee training and ethical AI governance is becoming increasingly apparent as companies navigate the complexities of AI adoption.

What we're watching

Execution Risk
The pace at which companies can successfully integrate AI into workflows without triggering reversals and reputational damage will be a key determinant of ROI.
Governance Dynamics
Increased scrutiny of 'AI washing' practices will likely lead to stricter internal controls and potentially external regulatory oversight regarding layoff justifications.
Upskilling Imperative
The ability of organizations to effectively upskill their workforce to leverage AI augmentation will be critical, and a failure to do so could exacerbate existing skill gaps.
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