Forrester

Comcast plans to split into two publicly-traded companies: one focusing on media (including NBCUniversal and Sky) and another on broadband and wireless services. The split aims to allow each business to pursue growth independently, with completion expected in about a year pending approvals. Executives stated the move is not a step toward potential strategic transactions.

Marketing leaders are expanding beyond traditional ad creation to roles involving AI, community building, and culture shaping, despite flat budgets. CMO representation in the C-suite is declining, with companies like UPS and Reckitt merging marketing roles with commercial functions. Research shows 46% of marketing and finance decision-makers link marketing value to profitability and revenue growth.

Forrester reports that 75% of enterprise leaders claim to adopt agentic AI, yet most remain stuck in pilot phases with limited production deployment. Vendors overuse the term 'agentic AI,' while enterprises struggle with governance, scaling, and demonstrating ROI. The challenge lies in aligning agent autonomy with measurable business outcomes.

Salesforce's acquisition of Contentful aims to enhance its Headless 360 product by providing an enterprise-grade content layer for dynamic customer experiences. The move addresses limitations in Salesforce's previous capabilities and aligns with its strategy to transition into a system of action via APIs. The acquisition is expected to close later this year, pending regulatory approval.

Edge AI enables companies to process data locally, reducing latency and costs while enhancing privacy. HPE offers ruggedized servers like the ProLiant DL145 Gen11 with hardware-based security and tools like HPE Compute Ops Management for scalable edge AI deployment.

Forrester predicts that by the end of the decade, the rapid adoption of agentic AI will create chaos, forcing CIOs to adopt a new role as enforcers of order to prevent 'systematic failure at scale' from AI-driven software development.