Forrester vs Oxford Economics

RWS AI content solution delivers 212% three-year ROI

RWS, a global AI solutions company, announced findings of a Forrester Consulting study assessing the financial impact of its AI-powered language technology combined with expert linguistic services. The study modeled a composite organization that realized $21.7 million in localization-related benefits (including translation savings, avoided revenue loss, and efficiency gains) over three years, against costs of $6.9 million, resulting in a net present value of $14.7 million and a 212% ROI. The study, based on interviews with four decision-makers at RWS customers, projected payback in under six months. Benefits included accelerated international launches, improved localization project management efficiency, and reduced quality validation costs. RWS's integrated solution combines Trados Enterprise, Language Weaver, and expert services, progressively increasing automation to generate increasing financial benefits year over year. CEO Ben Faes highlighted the value of combining AI with human expertise, showing that localization can transition from a cost center to a driver of measurable business value.

• RWS announced a Forrester Consulting study on its AI-powered language intelligence platform and expert services.
• The study modeled a 212% three-year ROI with a net present value of $14.7 million for a composite organization.
• The composite organization achieved $21.7 million in localization benefits versus $6.9 million in costs over three years.

Forrester Research To Broadcast Its 2026 Third-Quarter Earnings Conference Call

Forrester Research, Inc. (Nasdaq: FORR) will broadcast its third-quarter earnings conference call at 4:30 p.m. ET on October 29, 2026. The call will be available at Forrester.com.

AI Visibility Requires English-Language Footprint for European Startups

This article discusses how the rise of generative AI and conversational search is changing B2B buying behavior, particularly for European startups targeting international markets. It highlights that with ChatGPT surpassing 900 million weekly users and 94% of B2B buyers using generative AI in purchase decisions, visibility in AI-generated answers is becoming critical. Traditional SEO is giving way to Generative Engine Optimization (GEO), which relies on a company's footprint across credible English-language sources. The article notes that most AI assistants evaluate live sources, favoring English content, and that smaller European languages constitute less than 0.6% of web content. It advises startups to build an international ecosystem of mentions, structure content for AI extraction, and maintain an equally strong English footprint. The piece underscores the importance of tracking share of voice in AI models.

• ChatGPT has over 900 million weekly active users, more than double the 400 million reported a year earlier.
• Forrester's State of Business Buying 2026 surveyed nearly 18,000 B2B buyers and found 94% used generative AI in their most recent purchase decision.
• 55% of B2B buyers compare vendors directly inside an AI tool, 54% do product research there, and 47% use it to prepare internal decisions.

Telstra launches Perth-Sydney Aura Network route

Telstra has activated the Perth-Sydney route of its Aura Network, a next-generation intercity dark fibre network, strengthening Australia's east-west digital corridor. This new route connects Western Australia's major hubs to eastern states and international subsea cables, providing high-capacity connectivity and resilience for cloud, AI, and data centre providers. The Aura Network, part of Telstra's $1.8 billion digital infrastructure investment, now spans 9,000km of a planned 14,000km, offering up to 35 times more fibre capacity per path than conventional routes. Microsoft and Google have already secured capacity on the network. The launch is supported by Oxford Economics research projecting Western Australia's digital economy could grow from $16.8 billion in FY25 to $89.1 billion by FY40 under accelerated digital adoption.

• Telstra launches Perth-Sydney route of its Aura Network.
• The Aura Network now spans 9,000km of a planned 14,000km.
• Route offers up to 35 times more fibre capacity per path than conventional routes.

Synchrony and Oxford Economics: Trust Key for AI Shopping

A new study by Synchrony and Oxford Economics reveals that consumer trust is the primary factor driving adoption of AI-powered shopping and agentic commerce. The research, based on a survey of 2,000 U.S. consumers and interviews with industry leaders, found that data security (82%) and transparency (77%) matter more to consumers than convenience (58%). Fraud protection is a major adoption driver, with 67% of consumers willing to use AI more if it includes such safeguards. Consumers are comfortable delegating low-risk purchases under $50 to AI, but 46% would not use AI for purchases of $5,000 or more. The study highlights the need for businesses to build trust through protection, transparency, and control, and Synchrony is developing capabilities to help partners prepare for agentic commerce.

• Synchrony and Oxford Economics conducted a study of 2,000 U.S. consumers, fielded in May 2026.
• 82% of consumers say keeping data secure is important for AI shopping; 77% value transparency.
• 67% of consumers would use AI more for shopping if it included fraud protection.

UK Junk Food Ad Ban Tweak Could Cost £1 Billion

The UK advertising industry is assessing the potential financial impact of proposed government changes to the rules banning advertisements for less healthy food and drink products (LHFs). Current regulations, effective January 2026, restrict TV ads before the 9pm watershed and block online ads. The government is considering updating the nutrient profiling model (NPM) from the 2004 version to a stricter 2018 version, which would expand the range of products covered by the ban. Research by Oxford Economics, commissioned by the Advertising Association, estimates that applying the 2018 NPM in 2025 would have affected an additional £300-£400 million in ad spend, potentially bringing the total impacted expenditure to £1 billion. The industry, including broadcasters like ITV (which lost £20M in H1 revenue) and trade groups, warns of significant investment loss and calls for scrutiny before extending restrictions, fearing disruption to adapted campaigns and harm to the creative industries.

• Current UK rules ban TV ads for less healthy food and drink before 9pm and block online ads.
• Government plans to update the nutrient profiling model from 2004 to a stricter 2018 version.
• Oxford Economics estimates an additional £300-400 million of ad spend would be affected by the tweak.