Online Marketing Strategy ⌘Forrester: End the corporate-regional tug-of-war over campaign control. Four operating models clarify decision rights and speed execution. https://www.forrester.com/blogs/end-the-corporate-regional-tug-of-war-over-campaign-control/ #Marketing #Strategy #Strategy #Forrester
2026 marks a monumental shift in marketing beyond 'digital.' AI will upend commercial models, reshape brand expectations from partners and demand new measures of efficient growth. CMOs face the herculean task of rewiring the marketing function. https://www.forrester.com/blogs/forresters-complete-view-powers-marketing-excellence-why-cmos-agencies-and-martech-leaders-need-integrated-insights/ #Marketing #Strategy #AI #Forrester
Marketing Chaos Is Our Calling: Why CMOs, Agencies, And Martech Leaders Need Forrester
Forrester uniquely covers the entire marketing ecosystem and its underlying business. 2026 heralds a monumental shift in marketing and advertising, surpassing the decades-long “digital” transformation. AI will upend commercial models, reshape brand expectations from partners, and demand new measures of efficient growth. CMOs face the herculean task of rewiring the marketing function. Martech leaders must […]
AI is reshaping marketing and CMOs must lead the transformation. New Forrester research shows AI doesn't just amplify what works - it exposes organizational gaps in decision-making and accountability. Without clear leadership, AI accelerates confusion instead of results. CMOs must define AI's role in their operating model. https://www.forrester.com/blogs/ai-is-reshaping-marketing-and-cmos-must-lead-the-transformation/ #Marketing #Strategy #AI #Forrester
AI is transforming B2B buying beyond search. Private AI tools like Microsoft Copilot are used by 68% of business buyers, with over a third on corporate instances. Traffic declines tell only half the story — visibility in AI answers is now essential. https://www.forrester.com/blogs/zero-click-is-only-half-the-ai-story/ #Marketing #Strategy #AI #Forrester
Italian News by RSSIl Tempo: Comunicato Stampa: Reply: per 93% dei tech leader l'Agentic AI sarà un'alternativa strategica al sourcing tradizionale
Lo
Dalla ricerca emerge inoltre che l'
La ricerca evidenzia inoltre un significativo gap di maturità: se il 76% delle aziende ha introdotto l'AI in alcune fasi del ciclo di sviluppo software, solo il 20% ha raggiunto un'integrazione più estesa lungo l'intero ciclo di vita. Questa disparità rappresenta un'importante opportunità per le organizzazioni in grado di scalare l'AI oltre casi d'uso isolati, adottando un approccio sistemico. Forrester raccomanda ai leader di definire una roadmap di 90-120 giorni per riorchestrare i propri modelli di delivery: ciò significa trattare il codice generato dall'AI secondo un approccio “Zero Trust” e rivedere le strategie di talent management, privilegiando competenze architetturali e di dominio rispetto alle sole capacità di coding.
“I risultati dello studio Forrester confermano quanto stiamo osservando sul mercato: l'AI non è più solo uno strumento di produttività, ma un fattore di discontinuità che richiede un nuovo modello operativo”, ha dichiarato Filippo Rizzante, CTO di Reply. “I limiti dell'offshoring tradizionale, in particolare in termini di qualità e conformità normativa, stanno riportando il controllo al centro delle strategie IT. Con il nostro modello Silicon Shoring rispondiamo a questa esigenza, combinando la prossimità degli esperti Reply – con competenze verticali di settore e AI – con la scalabilità potenzialmente illimitata dell'Agentic AI, consentendo ai nostri clienti di innovare più rapidamente senza compromettere sicurezza e integrità architetturale.”
Per scaricare lo studio completo:
Irene Caia
La responsabilità editoriale e i contenuti di cui al presente comunicato stampa sono a cura di Reply Spa
Press Release: Reply: for 93% of tech leaders, Agentic AI will be a strategic alternative to traditional sourcing.
The research also reveals that there is a significant gap in maturity: while 76% of companies have introduced AI in some phases of the software development lifecycle, only 20% have achieved more extensive integration throughout the entire lifecycle. This disparity represents a significant opportunity for organizations able to scale AI beyond isolated use cases, adopting a systemic approach. Forrester recommends that leaders define a 90-120 day roadmap to reorchestrate their delivery models: this means treating code generated by AI according to a “Zero Trust” approach and reviewing talent management strategies, prioritizing architectural and domain skills over just coding capabilities.
“The results of the Forrester study confirm what we are observing in the market: AI is no longer just a productivity tool, but a driver of discontinuity that requires a new operating model,” said Filippo Rizzante, CTO of Reply. “The limitations of traditional offshoring, particularly in terms of quality and regulatory compliance, are bringing control back to the center of IT strategies. With our Silicon Shoring model, we respond to this need, combining the proximity of Reply experts – with vertical industry expertise and AI – with the potentially unlimited scalability of Agentic AI, allowing our clients to innovate more quickly without compromising security and architectural integrity.”
To download the complete study:
Irene Caia
#AgenticAI #only20% #Forrester #FilippoRizzante #SiliconShoring #IreneCaia
AllAboutSecurityBlock entlässt die Hälfte seiner Belegschaft – Dorsey sieht KI als Treiber eines branchenweiten Wandels
Mehr als 4.000 der weltweit rund 10.000 Beschäftigten werden das Unternehmen verlassen müssen – die Belegschaft schrumpft damit auf knapp 6.000 Mitarbeitende.
AI SparkupAI 도입 기업 95%가 매출 증가 제로, 생산성 신화의 진실
AI 도입 기업 95%가 매출 증가 제로라는 MIT 연구. 생산성 통계에는 없는 AI 효과, 솔로우 역설이 다시 반복되고 있습니다.
Notizie Italiane#sheila #forrester Beautiful, anticipazioni 19 novembre 2025: tensioni e scelte decisive
Forrester veröffentlicht Technologie- und Sicherheitsprognosen für 2026
„Unternehmen stehen unter dem Druck, echte, messbare Ergebnisse aus sicheren KI-Initiativen zu liefern. Gleichzeitig müssen Technologie- und Sicherheitsverantwortliche ihre Investitionen strenger überwachen und sich auf komplexe geopolitische und wirtschaftliche Risiken einstellen.“
„Der Fokus liegt auf messbaren, sicheren Ergebnissen – nicht auf Hype.“
Forrester veröffentlicht Technologie- und Sicherheitsprognosen für 2026
„Unternehmen stehen unter dem Druck, echte, messbare Ergebnisse aus sicheren KI-Initiativen zu liefern. Gleichzeitig müssen Technologie- und Sicherheitsverantwortliche ihre Investitionen strenger überwachen und sich auf komplexe geopolitische und wirtschaftliche Risiken einstellen.“
Strypey“Many companies claim they are laying off staff because of AI. Some of these ventures lead to spectacular failures…. Other times, AI doesn’t actually replace human workers at all. Too often, company management lays off employees based on the future promise of AI.”
#Forrester, quoted by #ViktorEriksson, 2025
Well surprise, surprise.
