Forrester

In the rush to infuse every journey with AI, many brands are optimizing fast — but improving little. At CX Summit EMEA, leaders from BNP Paribas, Zurich Insurance Group, E.ON, and Infineon Technologies will examine a truth often lost in the race to automate: AI can accelerate experiences, but it cannot define them. The CX leaders shaping 2026 aren’t doing more — they’re creating with intent. They’re rebuilding the foundations AI depends on: identity, trust, context, creativity, and the quality data that gives every decision meaning. What it means for CX, digital, and marketing leaders: Your advantage won’t come from scaling AI faster but from designing a human blueprint that makes your experiences unmistakable and trusted. 👉 Check out the other leaders who will be joining us at CX Summit EMEA: https://forr.com/4sOGnfl Sophie Heller Conny Kalcher Kristina Klahm April Ho-Nishimura

Government tech spending is rising — but the real story is the shift reshaping how agencies modernize. As VP and Principal Analyst Sam Higgins explains, three forces are defining the year ahead: • AI is becoming the organizing principle of government tech strategy. • Legacy complexity is colliding with AI‑driven pressure. • Spending is shifting from tools to integrated capability ecosystems. For government leaders and vendors, the mission is clear: Build unified data estates, modern engineering practices, responsible AI oversight, and resilient architectures. Vendors, meanwhile, must prove their integration readiness and supply chain resilience. 👇 The link to the full blog post is below.

Zero-click is only half the AI story. As Principal Analyst John Buten explains, the bigger shift is happening inside buying organizations as business buyers use private, company-provisioned AI to shape decisions long before vendors ever see intent. What it means for B2B marketing, content, and revenue leaders: • Answer engine visibility matters — but it’s not enough. • Providers must deliver content and context that buyers’ internal AI tools can validate, use, and operationalize across the buying process. 👉 Read the full blog: https://forr.com/4aKhHhK

Forrester has released the 2026 agendas for CX Summit EMEA, CX Forum East, and CX Forum West — all centered on a critical theme: Build the experiences AI can’t. ⚡ This year’s theme will empower leaders to shift from doing more with AI to creating better experiences powered by humans and AI. AI is accelerating every touchpoint, but it’s also magnifying distrust and stretching customer expectations beyond what automation alone can solve. Keynotes will explore: • How to rebuild trust in an era of deepfakes and AI‑generated content • How a positive employee experience drives brand and customer value and improves the Total Experience • How to strengthen the human foundations — creativity, judgment, governance — that AI can’t replicate What does this mean for leaders looking to gain an edge with AI? • AI will scale your interactions. • Only you can make them authentic, trusted, and differentiated. 📌 See the full announcement in the comments 📌 Follow the Forrester CX events page for updates: https://forr.com/4b44lfk

Ads are coming to AI. But will consumers accept them? Consumers fear that ads in answer engines will blur the line between helpful information and paid promotion — and they’re wary of how their data might be used in the process. Yet as answer engines and large language models weave into every corner of daily life, the cost to run them continues to rise. Alternative funding models, including advertising, are becoming inevitable. And despite their concerns, most consumers ultimately won’t walk away. In her latest blog, Evelyn Mitchell-Wolf, senior analyst, shares insights from our ConsumerVoices survey showing that: • They don’t want their personal data used or sold without permission • But 83% will still use free tiers even if ads are introduced ➡️ See what consumers really think: https://forr.com/4aUobJR

Global tech investment is accelerating and 2026 is poised to set a new record. 🌎 Our new Global Tech Market Forecast shows where the $5.6 trillion in tech spend is headed, how AI is reshaping budgets, and which regions will see the strongest growth. Explore the key takeaways and what they mean for tech leaders planning their next move. #TechForecast #AIspend

The US tariff landscape has shifted again — and last week’s Supreme Court ruling made one thing clear: Leaders can’t rely on policy stability. Tariffs will remain central to US economic strategy, and executives need disciplined, always‑on ways to anticipate, model, and respond to rapid shifts. In their new blog, Forrester VPs and Research Directors Mark Moccia, Matthew Selheimer, PhD, and Fiona Swerdlow outline: • Why always‑on scenario planning is now essential to navigating tariff, trade, and geopolitical volatility. • How grounding decisions in customers, operations, and partners helps leaders manage through ongoing disruption. They highlight four actions organizations should take now to stay adaptive and focused: 1. Reaffirm your target customers and the value they expect from you. 2. Underscore your business priorities with flexibility and clarity. 3. Experiment with low‑cost, fast innovation to maintain momentum. 4. Communicate clearly and keep listening as the landscape evolves. 👉 Read the blog: https://forr.com/4saUR8R

For B2B marketing leaders, the pressure to rethink GTM is intensifying — and this year’s B2B Summit North America is built to help teams recalibrate. The blog below highlights 10 can’t‑miss experiences designed to help leaders reset assumptions, modernize GTM, and align around real buyer needs. Here are a few to prioritize: ◾Keynotes on how AI‑powered buying is reshaping marketing and GTM. ◾Breakouts offering guidance on unified GTM, AEO, buying groups, and AI agents. ◾Interactive workshops + roundtables to apply ideas and test assumptions. ◾Simulated buying environment to navigate real-world challenges. ◾One‑on‑one analyst meetings to validate and refine your GTM approach. 👉 See all 10 can’t‑miss Summit experiences: https://forr.com/46UBzw8 #ForrSummit #B2Bmarketing #B2BEvents

You know the tunes. 🎶 “How to Save a Life” and “Over My Head (Cable Car)” 🎸 Some songs become the soundtrack to navigating change. Now that soundtrack is headed to Phoenix. The Fray will headline Forrester’s B2B Summit North America 2026 — performing the hits you know and new music from their next chapter. 🎤 Be in the room for breakthrough GTM ideas and life-affirming alt rock from one of the 2000s’ most iconic bands. 📅 Phoenix | April 26–29, 2026 📍 Event details + registration: https://forr.com/3MKvgV8

In-person events are back! 🎉 But most brands still treat them like logistics instead of CX powerhouses.🏋️♂️ Forrester VP of Global Events Tavar James shares how to design event experiences that build trust, spark connection, and strengthen your brand. Hear why he says: 🤝 In‑person still wins — it’s the most proven way to build relationships and earn trust. 🎤 Balance brand “wow” + personalization — big moments draw people in; relevance keeps them engaged. 🔁 Make events a journey, not a moment — use nurture to move audiences from know it → like it → love it. 🎧 Listen to the episode: https://forr.com/4kDS0CG