SAS has been recognized as a Leader in The Forrester Wave™: Customer Analytics Technologies Q2 2026 report, reinforcing the company’s position in advanced customer analytics, AI-driven decisioning, and responsible artificial intelligence practices.
The independent evaluation by Forrester highlighted SAS for its analytical depth, customer decisioning capabilities, and governance-focused AI framework, particularly in areas such as customer segmentation, churn prevention, and customer lifetime value analysis.
The recognition reflects increasing demand among enterprises for analytics platforms capable of delivering real-time personalization, predictive insights, and transparent AI-powered decision-making across customer engagement ecosystems.
Advanced Analytics and Decisioning at the Core
According to the report, SAS differentiates itself through its ability to combine advanced analytics with embedded decisioning technologies that enable transparent and governable multi-step business decisions.
The company’s SAS Customer Intelligence 360 platform supports organizations in moving beyond traditional customer analysis toward real-time orchestration and personalized engagement strategies.
SAS stated that its platform helps businesses anticipate customer needs, optimize engagement journeys, and deliver proactive recommendations while maintaining transparency and operational control.
The report also noted that SAS continues to lead in analytical depth, supporting complex use cases across industries including banking, insurance, retail, telecommunications, healthcare, hospitality, and media.
Responsible AI and Governance Highlighted
One of the major differentiators identified in the Forrester evaluation was SAS’ responsible AI framework. The report recognized the company for capabilities such as autogenerated model cards, flexible fairness definitions, lifecycle governance, and transparent model monitoring processes.
As enterprises increasingly integrate AI into customer-facing operations, governance, explainability, and fairness are becoming critical factors in technology adoption and regulatory compliance. SAS’ emphasis on responsible AI reflects broader industry priorities surrounding trustworthy and auditable machine learning systems.
The company received the highest possible scores in multiple categories, including propensity modeling, churn analysis, recommendation analysis, optimization, decisioning, and responsible AI.
Expanding Into Real-Time AI Orchestration
Forrester’s report also identified a broader industry shift from retrospective analytics toward real-time orchestration and adaptive customer engagement. SAS indicated that its long-term strategy focuses on embedding analytics directly into operational decision-making workflows.
The company’s roadmap includes investments in AI-driven personalization, next-best-action recommendation systems, and multi-channel orchestration technologies capable of operating in real time.
SAS also highlighted ongoing work in agentic AI and multiagent architectures, including development of what it calls a Retrieval Agent Manager designed to orchestrate complex AI workflows through low-code and no-code environments.
Jonathan Moran stated that the company’s goal is to help organizations move rapidly from data analysis to decision-making and customer engagement without sacrificing governance or transparency.
Strategic Importance for the AI and MarTech Industry
The recognition underscores the growing role of AI-powered customer analytics in modern marketing technology ecosystems. As businesses increasingly compete on personalization, customer experience, and predictive engagement, analytics platforms are evolving into real-time intelligence and orchestration engines.
Organizations are also prioritizing platforms capable of integrating AI responsibly while meeting rising expectations around data privacy, governance, and ethical AI deployment.
SAS’ continued investment in embedded decisioning, AI governance, and adaptive analytics reflects broader market trends shaping the future of enterprise customer intelligence and digital engagement technologies.
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