Forrester Research, Inc. will broadcast its second-quarter earnings conference call on July 30, 2026, at 4:30 p.m. ET. The event provides investors with direct access to the company’s financial performance and strategic updates for the period.

The live broadcast will be available on Forrester’s official website. Investors are advised to log in at least 15 minutes prior to the start time to ensure connectivity. Pre-registration for the call is also available to streamline the access process.

For those unable to attend the live session, a replay of the conference call will be hosted on Forrester’s website. Technical instructions for downloading and installing the necessary audio applications are provided at no cost to users.

Forrester Research is a research and advisory firm that empowers leaders in technology, customer experience, digital, marketing, sales, and product functions. The company focuses on accelerating growth through customer obsession and provides continuous guidance to executives and their teams.

Key Event Details

Nine in 10 US marketing agencies now use generative AI, with half employing agentic AI for marketing execution, according to a new report by Forrester. The research, conducted in partnership with 4As, indicates that while AI adoption drives productivity and cost efficiency, it is simultaneously undermining marketing effectiveness, creativity, and long-term brand growth. The findings highlight a critical tension between operational efficiency and creative differentiation in the AI era.

The primary objective for agencies deploying generative AI (81%) and AI agents (63%) is enhancing staff productivity and impact. For the second consecutive year, the top use cases include building creative content, crafting media and SEO strategy, and improving internal productivity. However, the report warns that an exclusive focus on short-term efficiency gains may stifle creativity and sustainable growth.

Adoption and Barriers

AI is deeply embedded across creative, strategy, and media workflows, with agencies utilizing it for ideation, content creation, competitive analysis, and performance reporting. Specifically, 74% use generative AI to summarize documents and communications, while 70% apply it to research and competitive intelligence.

Despite widespread integration, significant barriers persist. Reliability, legal, and privacy concerns remain major obstacles to scaling AI. Challenges cited include accuracy and bias (63%), legal concerns (62%), and privacy and security risks (55%). For AI agents, a lack of expertise (54%) and data infrastructure gaps (51%) further complicate adoption.

Monetization Challenges

Monetization of AI technologies lags behind adoption, with most agencies treating AI as a cost center. Currently, 61% of agencies classify AI as a "cost of business" with limited direct monetization. However, agentic AI shows potential for revenue generation, with 31% of agencies planning to monetize it within the next 24 months.

To realize AI's full potential, the report urges CMOs and agency leaders to reinvest efficiency gains into talent, training, and AI-powered marketing operating systems. This approach aims to enable differentiated experiences, stronger performance, and sustainable revenue growth.