Generative AI represents a generational shift in how insights are created, decisions are made, and value is delivered. Yet according to our research, just 16% of US online adults say they trust information generated by AI, and one-quarter of AI decision-makers cite data privacy and security as among their greatest concerns when adopting AI.
In this environment, trust, perspective, and accountability matter more than ever. Leaders don’t want more noise — they want trusted expertise delivered through AI-enabled experiences.
Forrester has long embraced the significance of generative AI. We launched the industry’s first genAI tool with Forrester AI (initially called Izola) in 2023, introduced a dedicated product with AI Access, and continue to innovate as we embed our trusted advice directly into our clients’ work environments. With client engagement and prompt volume at all-time highs, clients are engaging with our research more often and more deeply.
That’s why I’m excited to announce that Forrester AI is now available in Microsoft Teams, bringing our insights and advice directly into clients’ everyday workspaces. We are the first research and advisory firm to launch a Teams app — a clear signal of how we are reinventing the research and advisory model. You can read the full announcement in our press release.
Innovation is not new for Forrester. For more than 40 years, we have operated at the intersection of global business and technology markets. That vantage point — combined with proprietary quantitative data, deep qualitative research, and longitudinal benchmarks — provides a perspective that cannot be replicated. As complexity accelerates and markets move faster, this unique integrated view becomes essential.
Forrester’s research is built on proprietary data and human perspective. Our insights are bold, sometimes counterintuitive, and always grounded in accountability. They are authored, defended, and refined by experts who engage directly with clients. What differentiates Forrester is our ability to translate data into sound, actionable guidance — for leaders, for teams, and for the humans behind every decision.
We help leaders understand not just what can be done but what should be done — and why. This is human intelligence plus artificial intelligence.
In a market flooded with AI-generated slop, Forrester is clear about what we stand for:
- No slop: We deliver bold, proprietary ideas, data, and people. Forrester AI — the industry’s first and most advanced genAI tool — is trained exclusively on Forrester IP, not scraped or recycled ideas from the internet. Every answer is grounded in analyst expertise and proprietary data, enabling clients to make better decisions faster and with greater confidence. We are also building AI tools for our analysts, unlocking our data and their expertise in powerful new ways. This is not about producing more content; it is about amplifying human intelligence.
- No silos: Forrester deliberately connects its insights and advice to align all C-level execs and their functions so that they can move fast together and achieve their outcomes. Our analysts take the time to connect to a single, rigorous point of view so that whether you talk to an analyst, use our AI, or just search on our site you get the same advice every time, not the daily whim from a probabilistic engine or tech pundit.
- Embedded: Research no longer lives on the sidelines. We’re bringing Forrester advice and data directly into the tools, platforms, and moments where leaders plan, decide, and execute. Through integrations with foundational productivity tools such as Microsoft Teams, our insight appears in context and at the moment of need, enhancing decisions as work happens.
Forrester is a force multiplier. By combining unmatched market perspective, human judgment, and AI-driven experiences, we are redefining research and advisory.
To our customers, Forrester is committed to providing insight and advice that is easier to access, faster to apply, and grounded in trust so you have more clarity and confidence to make better decisions faster.
Forrester clients can download the Forrester AI app from Microsoft Marketplace.
