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Thomas Husson

Paris
As seen in: Forrester Research, LinkedIn, ETCIO, Forbes, Nature, Ad Age, ForresterBlog, The Code Project, What It Means: A Forrester Podcast, Campaign Asia, Luxury Daily and
Vice President and Principal Analyst at Forrester, covering marketing, customer and employee experiences, digital transformation and sustainability
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Articles

The State Of GenAI And Consumers For 2026

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By Thomas Husson
| ForresterBlog
Over the past 3 years, ChatGPT was the catalyst for genAI adoption. It became the face of consumer genAI usage. It is still leading the most popular tool among Gen AI users, followed by Google’s Gemini, and well ahead Meta AI or Microsoft Copilot.
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How AI Raises The Stakes For CMO-CIO Collaboration

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By Thomas Husson
| ForresterBlog
Marketing and technology have never been more intertwined, yet effective collaboration between these functions remains elusive for many organizations. As AI accelerates transformation across workflows, this misalignment can become a liability. While collaboration improved during the pandemic, progress has stalled by issues including lack of goal alignment, communication failures, and conflicting priorities and budgets.
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Consumers Care About The Green Behaviors Of Companies They Buy From

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By Thomas Husson
| ForresterBlog
Economic headwinds, environmental science backlash, and increased political polarization — including around climate change — are slowing the dynamics of the green transition. However, despite this context, the green segmentation has remained largely unchanged between 2024 and 2025. Overall, long-term trends are reshaping consumer behaviors and attitudes when it comes to environmental sustainability. There is no single green consumer persona for brands to tap into.
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