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Forrester’s Q2 2025 results show continued declines in key financial metrics. That said, the company remains strategically focused on becoming the leading research firm on artificial intelligence. Perhaps the best news from the quarter is how recent improvements to Izola, Forrester’s generative AI tool, are improving client engagement.
Forrester continues to improve Izola, its generative AI research tool. Izola can now read and draw answers from charts, graphics, and figures in Forrester reports – such as the Forrester Wave graphic. Another iteration is that Izola can now isolate its focus to a specific report, creating an in-report interaction experience. Forrester believes that this more “native” experience will further accelerate the value that Izola provides to clients.
Given Izola and the quality and quantity of AI-related research coming from Forrester analysts, Forrester CEO George Colony continues to champion the firm as the leading AI research company.
Colony also shared evidence of Forrester clients’ interest in AI. As part of the product, each Forrester Decisions (FD) client declares its top five strategic initiatives. Generative AI ranks in the top three of those initiatives across all 14 FD services (such as Customer Experience, B2C Marketing, and Digital Business).
Q2 2025 marks the tenth consecutive quarter of decline for research-specific revenue. Revenue specific to subscriptions declined 3 percent compared to Q2 2024. The good news is that 22% of Forrester clients are in three-year contracts.
Colony summarized the two new frameworks that Forrester launched at its flagship events (B2B Summit and CX Summit North America). First, the concept of buying networks within B2B sales and marketing. Second, the Total Experience Score, which relates to brand experience, customer experience, and B2C marketing.