predictions
Forrester’s predictions help business leaders see what’s coming and what’s most critical for business success. Read on to explore market-defining trends in emerging technology, consumer behavior, B2B sales, customer experience, and much more.
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Predictions 2026: The “Agentic Commerce” Race — And Some Potential Regrets — In Digital Commerce
Digital leaders get a sneak peek into what's coming in the year ahead by reading three of our predictions for digital commerce in 2026.
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Predictions 2026: Trust Gets Tested For B2B Marketing, Sales, And Product Leaders
AI adoption, changing buying dynamics, and persistent volatility are rewriting go-to-market playbooks. Learn what B2B leaders and teams must do to navigate the year ahead.
Predictions 2026: Your Planning Starts Here
2026 will demand proof, not promises. Explore Forrester’s Predictions resources — guides, webinars, and blogs — to plan smarter, lead with trust, and stay ahead of disruption.
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Predictions 2026: The Race To Trust And Value
Volatility and innovation will continue as leaders yearn for clarity and race to differentiate on trust and genuine value. Find out what’s in store for the year ahead.
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Predictions 2026: APAC Leaders Choose Pragmatism Over Hype In The Age Of AI
Rather than being driven by hype cycles or geopolitical rhetoric, business and technology leaders in the Asia Pacific region in 2026 will focus on pragmatic strategies in response to the region’s complex economic, regulatory, and cultural landscape. Find out more in our 2026 predictions for APAC.
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Predictions 2026: CX Teams Look To Escape The Orbit Of Dysfunction
Many CX teams are drifting dangerously close to the event horizon of metric obsession — a gravitational pull toward dashboards and KPIs that threatens to consume purpose and impact. 2026 will mark a critical decision point.
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Predictions 2026: Tech Nationalism Will Reshape Public-Sector AI, Security, And Procurement
Governments chasing digital self‑sufficiency will accelerate tech nationalism through their decisions in these three key areas. Learn what else public-sector leaders and partners should expect in the year ahead.
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Predictions 2026: CMOs Hunker Down But Don’t Retreat
B2C CMOs will be put to the test in a coming year that will be even more volatile than the current one. Adaptability and precision will be critical to success.
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Predictions 2026: AI Moves From Hype To Hard Hat Work
In 2026, AI will trade its tiara for a hard hat as enterprises prioritize AI function over flair. This year’s AI predictions emphasize the importance of investing in areas such as training and governance while evaluating the ROI of AI more closely.
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Predictions 2026: Tech Leadership Will Be Wild — Bring Your Surfboard, Your Calculator, And Maybe A Clone
Technology leaders are about to face a year that’s part roller coaster, part chess match, and part improv comedy. Get a jump on planning with our 2026 predictions for tech leaders.
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Predictions 2026: Marketing Agencies Resign Their Agency
By the end of the coming year, marketing agencies will have materially changed. For CMOs, agencies will no longer act solely as your agents but also as owners of solutions, resellers of technology partnerships, and developers of emerging capabilities.
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How Accurate Were Our Predictions For 2025?
Predictions season is here, and our research teams have been hard at work formulating and fine-tuning their calls for 2026. But before we release our 2026 predictions, here’s a review of some of the “hits” and “misses” from our 2025 predictions.
APAC B2C & CX Leaders: Unlock 2026 Predictions For AI, Trust, And More
AI hype is fading. Consumer trust is shifting. Join us live on January 22 as Forrester analysts reveal 2026 predictions for APAC—and why trust and transparency will be key to winning loyalty.
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Predictions 2026: Environmental Sustainability Enters An Era Of Authenticity
Environmental sustainability is entering a new era: Performative messaging is out, and authenticity is in. Find out what this means in Forrester’s 2026 predictions for environmental sustainability.
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A Run On The Bank: Lack Of Headline Failures Hasn’t Changed Consumer Attitudes
When Silicon Valley, Signature and First Republic failed last year four out of five US online consumers knew about it. This year, bank failures have been less visible. Find out why and what to expect in the future.
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B2B Marketing Measurement Isn’t Trusted, And It’s About To Get Worse — A Bonus Prediction
Let’s brace ourselves for a hard truth. Trust in marketing measurement is already poor, and left unchecked, it’s poised to get 20% worse. Learn about the challenges and market forces contributing to this decline, and find out the steps that you can take to enhance trust in marketing measurement.
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Anti-Predictions 2025: What Won’t Happen In The Year Ahead
It’s predictions season at Forrester. Find out what won't come to pass next year in our 2025 anti-predictions.
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Predictions 2025: Global Flexing Of Regulatory Might Threatens Operational Stability In The Public Sector
Governments, fueled by populism, are now taking regulatory aim at the tech industry, which the public considers a source of disinformation and discord. But curbing the might of the tech giants is a challenge that will require governments to use new regulatory tactics.
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Predictions 2025: Younger Business Buyers And GenAI Will Upend The Status Quo
B2B organizations won’t succeed without adapting to the preferences of younger business buyers. Find out how they will shape the landscape in the year ahead.
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Predictions 2025: The Media Industry Resolves 2024’s Unruly Unknowns
Marketers will gain confidence as some lingering media and advertising questions are resolved. But they shouldn’t get too confident or comfortable. Learn what the coming year will hold.
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