What It Means: A Forrester Podcast

This is a classic episode that feels even more relevant today. As B2B leaders prepare for the Forrester B2B Summit, its focus on expertise and credibility speaks directly to how trust is earned in today’s buying environment. We hope you enjoy this episode.

This episode is quickly becoming a classic for B2B leaders. As we head into the Forrester B2B Summit, its perspective on buying networks and modern buying complexity is still essential listening for anyone focused on growth. We hope you enjoy this episode.

Our flagship podcast is on pause as we think about what comes next and how we can best bring our insights to life in an era of nonstop change.

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The holiday season is in full swing, and as retailers vie for consumer dollars, some of the biggest ones are branching out to answer engines like ChatGPT and Perplexity. In this episode, we describe what that experience looks like now and what brands should do in response. We also look at the lasting implications of a high-profile legal case for CISOs and the state of AI in B2B sales.

In this discussion, Ted Shatler, a VP at Forrester who specializes in AI strategy, shares insights on the challenges of AI adoption and warns that 25% of CIOs may need to intervene in failed AI projects. Tony Plek highlights the staggering potential costs of ungoverned AI in B2B, predicting over $10 billion in losses, while emphasizing the importance of governance and training. Audrey Chee-Reed reveals that one-third of consumers are shifting back to offline experiences post-COVID, suggesting brands focus more on in-person engagements.

Brent Ellis, a principal analyst at Forrester, breaks down the AWS outage, revealing technical failures and the wider implications for industries dependent on cloud services. Kelsey Chickering discusses Meta's new PG-13 guardrails for teens, emphasizing that content filters alone can't tackle greater mental health risks. Stephanie Liu unveils ChatGPT Atlas, an AI-first browser, detailing its innovative features and the privacy concerns it raises as it reshapes web strategy. Together, they navigate the pressing issues in tech today.

Principal Analyst Alla Valente breaks down California’s new AI law, VP and Research Director Chris Gardner discusses the impact of AI models on software development roles, and Principal Analyst Nikhil Lai reviews Best Buy’s “in-store takeover” advertising offering.