After a banner year for the "promise of progress" on AI ambitions, deepening CX fatigue, and ongoing economic volatility, Forrester is predicting 2026 will bring a year of reckoning. According to Sharyn Leaver, chief research officer at Forrester, "Navigating the coming year will take some mindset shifts: from lofty ambition to pragmatism, from experimentation to accountability, from surface-level engagement to meaningful connection." To help make the process of identifying useful products and services easier, each year, DBTA presents a list of Trend-Setting Products, highlighting a commitment to innovation and efforts to provide organizations with tools to address changing market requirements.
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In the year ahead, there will be signs of significant transformation at data sites. AI is the driver of change, of course, but it goes deeper, promising to reshape operations, security, customer interaction data, and a host of other functions. To explore the possibilities, we canvassed leaders across the industry on the changes they see ahead in the data world.
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It's now 2026 and AI has become a daily part of business conversations. Everyone in the C-suite is contemplating whether to hop on the "hype train." The bubble surrounding the industry seems poised to pop at some point as the market becomes saturated with companies producing "AI slop" in terms of plagiarized art and writing and inflating the value of GPUs and other computer hardware equipment, along with demanding more capacity for data center power. Here, experts share their predictions for AI in 2026.
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As companies chase efficiency, it's no surprise that today's customer service call is more likely to be answered by a bot than by the much-maligned, outsourced operators of the past. Executives celebrate this shift with near-religious zeal. AI doesn't ask for vacation days, sick leave, or overtime pay. It's a one-time investment that trims expenses and inflates margins—pure gold for companies chasing acquisitions or juiced valuations.
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