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Forrester Research Inc

Forrester Continues To Accelerate Its AI Leadership; Unveils A Self-Service Offering To Deliver Trusted Advice Faster

With Forrester AI Access, more stakeholders across an organization can tap into trusted insights to validate ideas, innovate, and make smarter decisions faster

CAMBRIDGE, Mass.--(BUSINESS WIRE)--Sep. 9, 2025-- Forrester (Nasdaq: FORR) today launched Forrester AI Access, a new self-service offering that uses Forrester’s industry-leading generative AI capabilities to equip clients with trusted insights and advice, enabling them to validate ideas, align on best practices, and make smarter decisions faster. Forrester AI Access extends the reach of Forrester’s research portfolio, making proprietary data, guidance, and best practice research available to more stakeholders across an organization.

Forrester launched its generative AI tool, Izola, in October 2023, becoming one of the first major research firms to pioneer genAI functionality directly with clients. Since then, Forrester has cocreated and innovated with clients to enhance and refine the tool. Izola is now an integral part of Forrester’s client experience, with rapid growth in both user adoption and prompt activity. Fueled by this momentum, Forrester AI Access marks the next step in supporting its clients to succeed at their most pressing priorities.

“We recognize the power of AI to improve business outcomes for our clients and have embraced AI from the very beginning,” said Carrie Johnson, chief product officer at Forrester. “Our clients have been clear — they want our research to reach more people across their organizations. We have listened and responded by expanding access to deliver trusted insights and advice directly into the hands of more people throughout the organization. Nearly two years into our Izola journey, we have already gone through the learning curve to deliver stable, reliable experiences that clients trust to support strategic decisions and move their key initiatives forward. This evolution reflects our continued commitment to cocreate and innovate alongside our clients.”

The new Forrester AI Access offering creates additional flexibility for clients to incorporate Forrester’s insights and advice into their daily work. Forrester Decisions VIP Leader, Leader, and Team members will continue to have access to the Izola tool and engage with analysts directly for in-person guidance and inquiry sessions to advance their initiatives.

“AI tools serve different purposes, and how you build your AI matters as much as why you build it,” said Michael Facemire, chief technology officer at Forrester. “This new offering is unique because it is built as responsible AI, designed for government and public-sector clients, as well as commercial, enterprise, and high-growth organizations. It delivers curated, research-backed, trusted advice that is actionable, succinct, and transparent about its sources.”

Forrester AI Access is available to clients now in three versions — Technology, Consumer & Digital, and B2B — for all regions, accounts, and new clients.

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About Forrester
Forrester (Nasdaq: FORR) is one of the most influential research and advisory firms in the world. We empower leaders in technology, customer experience, digital, marketing, sales, and product functions to be bold at work and accelerate growth through customer obsession. Our unique research and continuous guidance model helps executives and their teams achieve their initiatives and outcomes faster and with confidence. To learn more, visit Forrester.com.

Shweta Agarwal
sagarwal@forrester.com

Source: Forrester