Forrester

The AI conversation is missing a critical leadership perspective. The question isn't whether AI presents risks. It does. The real question is whether organizations are focusing on the risks they can manage, the safeguards they can implement, and the governance capabilities they need to build today. In her latest blog, Forrester Chief Research Officer Sharyn Leaver explores why business leaders must move beyond speculation and focus on the practical realities of governing AI in an era of rapid innovation. The AI circus isn’t likely to leave town anytime soon. Forrester's advice: Stay grounded in what’s real and focus on the risks you can control. Read the blog: https://forr.com/4rJMORw

Europe is facing a digital reality check: It wants control, but it can’t pull the plug. In his new blog, Martin Gill explores Forrester’s 2027 predictions for Europe and the growing gap between Europe’s sovereignty ambitions and its ability to act independently. The takeaway? The future isn’t about complete digital independence — it’s about making smarter choices about what to control, what to diversify, and where global dependencies still make sense. As Europe navigates AI, cloud, mobility, and digital infrastructure, the most successful organizations will balance resilience, innovation, and economic reality. 📖 Read Martin’s blog: https://forr.com/4iSuWkZ

The biggest question answered at our sold-out B2B Forum EMEA this week in London? How should B2B organizations redesign their go-to-market (GTM) strategies, operations, and teams for an AI-powered, buyer-led world? Some of the conversations that resonated most: • Breaking down GTM silos to drive growth • Winning in the age of AI search and buyer-led discovery • Balancing AI and human expertise with smarter workflows and governance • Rethinking measurement, marketing contribution, and brand impact Most importantly, we heard from leaders proving that success won’t come from AI adoption alone but from reimagining how people, processes, and technology work together. Thank you to everyone who joined us in London, including our clients, speakers, sponsors, and partners. Your questions, insights, and experiences made this year’s event exceptional. 📅 Save the date: We'll be back in London on September 30 - October 1, 2027 for Forrester B2B Summit EMEA. Expect more research, more practitioner insights, and more opportunities to connect with fellow B2B leaders. ➡️ Register for updates here: https://forr.com/4yYcpse #ForrB2B

Every technology vendor says AI is the future. The problem? You can't invest in everything, and the wrong decision can be costly. In the latest video, Michael O'Grady tackles a question we're hearing more and more: 👉 How do I ensure AI delivers meaningful business value? Drawing on Forrester research, Michael shares the outcomes leaders should focus on when evaluating AI investments and why chasing the latest technology isn't the same as driving real impact. Forrester AI helps leaders move faster with trusted research, expert guidance, and AI-powered insights, turning complex questions into more informed decisions. ➡️ Learn more about Forrester AI: https://forr.com/4AEWKjc

What does it take to win in the buying group era? According to Jeremy Schwartz, the answer isn’t a better campaign, a new technology platform, or a single standout team. It’s alignment. Drawing on more than 25 years of experience across demand generation, marketing operations, revenue marketing, digital marketing, and go-to-market transformation, Jeremy joins Forrester as a principal analyst serving demand and ABM leaders. His research will focus on helping organizations navigate: • Buying group strategies and transformation • Demand generation modernization • Account-based marketing • Revenue process transformation • Go-to-market alignment • The role of AI in identifying, engaging, and orchestrating buying groups As a lifelong baseball fan, Jeremy argues that B2B growth is a team sport. The organizations that succeed are those that align marketing, sales, customer success, operations, and technology around how buyers actually buy ⚾ 👉 Read Jeremy’s first Forrester blog: https://forr.com/4rynBcy

Congratulations to Dubai Electricity & Water Authority - DEWA, winner of Forrester's 2026 Technology & AI Award for EMEA. DEWA stood out for its bold vision to become the world's first AI-native utility company and, more importantly, its disciplined approach to turning that vision into measurable business outcomes. Through its Alhasbah AI Efficiency Transformation Programme, DEWA shifted data and AI from isolated initiatives into a strategic enterprise capability, ensuring every AI investment was tied to a clear business objective and path to value realization. Their results are worthy of applause because they: • Accelerated enterprise-wide AI adoption with strong governance. • Boosted productivity and expanded AI skills across the workforce. • Enhanced customer experiences while advancing sustainability goals. • United technology, data, AI, and architecture teams around business impact. DEWA's success demonstrates that the most effective AI transformations aren't measured by how much technology is deployed, but by the value they deliver. ➡️ Read the blog for a deeper dive on why they won: https://forr.com/4hr32tM

Customers are forming opinions about your brand before they ever reach your website. As answer engines become a bigger part of how people research vendors, products, and services, they're also influencing which brands make the shortlist. That creates a new challenge for marketers: understanding how AI systems talk about your brand and what makes them cite, recommend, or overlook it. In the report, Turn AEO Into Brand Growth, Nikhil Lai explains: • Why answer engines are becoming an important channel for brand visibility. • How AI-generated recommendations influence buyer research and evaluation. • What makes some brands more likely to be cited in AI-generated answers. • Practical steps marketers can take to improve visibility and influence outcomes. Download the report: ➡️ B2B marketers: https://forr.com/4rw41gX ➡️ B2C marketers: https://forr.com/4rtZifD

Technology & Innovation Forum EMEA is officially sold out! Thank you to everyone who has registered. We’re looking forward to bringing together technology and security leaders from across the region for conversations about what comes next in the age of the IT singularity and how technology leaders can turn AI into measurable business outcomes. Couldn’t secure a spot? Join the waitlist and follow our Forrester Technology & Security Events page for analyst insights, key takeaways, and highlights from London. 👉 John the waitlist here: https://forr.com/4zeF5NV #ForrTech

Forrester’s 2027 predictions for media and advertising are here. The growth engines that powered Big Media for the past decade are reaching their limits. Subscription revenue is harder to find. Linear TV audiences continue to shrink. Search is evolving into AI-mediated answers. And social platforms face new limits on growth. In their latest blog, Mike Proulx, Emily Collins, and Nikhil Lai examine how media and advertising companies will pivot in 2027. Key predictions include: ✔️ Three major streamers will launch free tiers as ad-supported models become increasingly important to growth. ✔️ Meta will launch the first scaled advertising platform for AI glasses. ✔️ Conversational ads will become a multibillion-dollar channel as AI reshapes how consumers discover, evaluate, and purchase products. 👉 Read the blog: https://forr.com/3V9wf58

Forrester AI isn’t just another AI tool. It’s built into the places where work happens, where teams collaborate, and where decisions get made. By bringing Forrester’s proprietary research, data, and expert guidance directly into Microsoft Copilot, Microsoft Teams, and now Claude, leaders can access trusted insights without leaving their workflow. It’s another way Forrester is helping leaders move faster, make better decisions, and stay focused on what matters most. 👉 See how Forrester AI works: https://forr.com/47er32y