Forrester

AI won’t eliminate the CMO role — quite the opposite. Instead, it creates an opportunity for them to step into a new level of growth accountability. That’s the no-hype takeaway from Mike Proulx and Matthew Selheimer, PhD in their new blog on the AI CMO. Discussing new research examining how AI is reshaping the core responsibilities of the CMO, now and in the future, Mike and Matt reveal that: • The CMO will act as the enterprise growth orchestrator — deciding what AI runs and where human judgment stays. • Growth will be baked into operations with shared metrics and decision rights. • Brand governance will expand beyond human control. 👉 Read Mike and Matt’s new blog: https://forr.com/4vLr4pJ 🎟️ Register for B2B Summit North America to learn more: https://forr.com/3OxYPtY #B2CMarketing #B2BMarketing #AI #ForrB2BSummit

AI is reshaping cloud sustainability — and changing how providers compete. In his latest Computer Weekly byline, Abhijit Sunil explains why the rise of AI is forcing cloud providers to move beyond high‑level climate pledges toward measurable, comparable sustainability performance. Key takeaways include: ◾AI makes energy use a competitive issue, not a reporting exercise. As AI workloads grow more resource‑intensive, vague sustainability claims are no longer credible. ◾Buyers need comparable, workload‑level transparency. Enterprises still struggle to assess how “green” a specific cloud workload is by region, time, and energy mix. ◾Sustainability will increasingly influence cloud selection. Providers that can demonstrate clear, auditable energy and emissions performance will gain an edge in procurement decisions. Read the full article in Computer Weekly to understand the new rules shaping cloud sustainability competition → https://forr.com/4sRxHV4

Over the past year, marketing, CX, and digital leaders have mastered the art of planning and executing for growth under highly fluid conditions — and now’s not the time to stop. In her latest blog, Fiona Swerdlow explains how leaders can continue building for volatility, including: • Recommitting to always-on scenario planning and faster decision-making across teams. • Getting creative with low-cost innovation and rapid experimentation that still drives growth. • Leveling up clear, empathetic communication with employees and customers to maintain trust. Volatility isn’t going away, but leaders who combine discipline with creativity can turn it into an advantage. 📖 Read Fiona’s blog to get a better understanding of how to do this: https://forr.com/3QsCXkk #Marketing #CX #Volatility

In his latest blog, Dipanjan Chatterjee challenges leaders to think beyond succession and focus on what kind of company Apple needs to become next. Three takeaways stand out: • Cook’s legacy is operational excellence at scale — turning vision into one of the most disciplined, high-performing ecosystems in the world. • The next era will be defined by AI where execution alone is table stakes and reinvention becomes the differentiator. • Leadership must shift from optimizing the ecosystem to evolving it and earning trust in entirely new ways. ➡️Read the blog here: https://forr.com/4mQshZ2

Volatility isn’t temporary — it’s the operating environment. The good news is that volatility can benefit those who adapt faster, focus harder, and lead more deliberately. In his latest blog, Matthew Selheimer, PhD outlines what B2B leaders must do to thrive amid constant disruption, not just manage through it. These include: • Applying ruthless focus to the markets, buyers, and initiatives that matter most. • Leading change with clarity and consistency as planning cycles shorten and reverse. • Treating risk as continuous, not episodic, through ongoing scenario planning. 📖 Read more about how you can thrive through volatility in Matt’s blog: https://forr.com/42qFSwt 🎟️ Register for B2B Summit North America to learn more of these lessons: https://forr.com/3OxYPtY #B2BMarketing #Volatility

The proposed WBD–Paramount merger is a signal that streaming has entered its next phase. Scale is becoming the strategy. Profitability is overtaking growth at all costs. And the streaming market is starting to look a lot more like the traditional media model it once aimed to disrupt. In his latest blog, Mike Proulx breaks down what this shift means — from intensifying pricing pressure and bundled ecosystems to the tradeoffs between efficiency, consumer choice, and creative risk-taking. Backed by new Forrester consumer data, he also examines how audiences are reacting as the promise of “infinite choice” gives way to a more consolidated reality. 👉 Read his take on the forces driving today’s media mega-deals — and what they mean for the future of streaming: https://forr.com/4sLXm1d

For B2B leaders, the challenge isn't a lack of ideas—it's turning strategy into decisions they can execute again and again. That’s why senior marketing, product, and revenue leaders keep returning to B2B Summit North America. The value is practical, peer-tested, and immediately usable back at work. ⬇️ Swipe to see what past attendees say they actually walked away with. The theme is consistent: Leaders don’t leave with inspiration alone. They leave with frameworks, clarity, and connections that change what they do next. ➡️ Join us in Phoenix, April 26–29: https://forr.com/3OxYPtY #ForrB2BSummit

Forrester’s top 10 emerging technologies for 2026 are out — and this year’s list tells a very different story. AI is no longer confined to screens, apps, or chat interfaces. In 2026, it’s moving into the physical world and reshaping how technology shows up in everyday experiences — as well as how enterprises operate underneath them. In his new blog, Brian Hopkins explains why this year’s top 10 isn’t just a list of new tools. It’s a connected view of: • How people interact with technologies • What enterprises must build and govern • What fuels it all behind the scenes To bring that shift to life, Brian highlights four technologies that define the year ahead: • Layer zero experiences, where intent sits above apps and coordinates actions across services • Physical AI and robotics, moving intelligence from screens into warehouses, hospitals, and streets • Multiagent systems, the operating layer that allows agentic AI to scale beyond a single bot • Quantum computing, where practical value — and Q-day — are closer than many leaders expect. Together, they signal a clear change: Emerging technology is no longer experimental or isolated; it’s becoming structural. 👉 Read the blog to learn more: AI’s move into the physical world is already delivering tangible impact for consumers: https://forr.com/4sv2JBF

Project Glasswing shows that AI will break the vulnerability management playbook. Discovering vulnerabilities will no longer be the hard part. It will be remediation. In “Project Glasswing: The 10 Consequences Nobody’s Writing About Yet,” Jeff Pollard, Allie Mellen, Jess Burn, Joseph Blankenship, and Cody Scott look past the headlines to examine how Anthropic’s Mythos capabilities will force organizations to rethink their vulnerability management approach — immediately and over time. What CISOs should do now: Stress-test detection against AI-speed attackers, rethink reliance on CVE enrichment, revisit insurance exclusions, and upskill teams for judgment-based validation — not just finding flaws. What vendors should do now: Ask a hard question — does your value proposition survive when discovery is free and fixing is scarce? 👉 Read the blog to understand the consequences — and what to do next: https://forr.com/3OCMTXV

B2B buyers aren’t just searching differently — they’re letting AI shape what they see and trust. That shift is at the center of a classic episode of Forrester’s What It Means podcast featuring Lisa (Berkley) Gately, Principal Analyst. As genAI becomes a default part of the B2B buying process, this conversation offers timely guidance for marketers trying to stay visible, credible, and useful. In the episode, Lisa unpacks what happens when nearly 9 in 10 B2B buyers use genAI tools during purchasing — and why traditional SEO alone can no longer do the job. Key insights for B2B marketers: ◾Buyers increasingly rely on genAI tools like ChatGPT and Perplexity, creating more “zero‑click” moments that are hard to track. ◾While search is changing, it’s not disappearing — marketers must focus on what they can control. ◾High‑quality, authoritative, and audience‑centric content matters more than ever, regardless of how it’s created. ◾Company websites still play a critical role, but content must now do heavier mid‑ to late‑funnel work for more informed buyers. 💡What it means for marketers: Double down on content fundamentals, understand your personas deeply, and ensure your content is insightful and empathetic — not just optimized for algorithms. 🎧 Tune in to this rerun of What It Means to hear Lisa Gately explain how B2B marketers can adapt as search behaviors evolve": https://forr.com/4ebV9se #WhatItMeansPodcast #B2BMarketing #ContentStrategy #Search #GenerativeAI #ForresterResearch