Forrester’s 2027 B2C Marketing, CX, And Digital Predictions: Rising AI Costs Will Force B2C Leaders To Scale Back A Third Of AI Initiatives
Key Highlights
- ➤B2C leaders will scale back one-third of AI initiatives as usage-based costs rise
- ➤CX staffing projected to rise 20% after two years of widespread layoffs
- ➤50% of brands will prioritize human-generated content to rebuild trust
- ➤One in 20 US and UK consumers will abandon traditional shopping for conversations
Expert Statements
Sharyn Leaver, Chief research officer at Forrester
“The challenge for leaders in 2027 will be gaining greater control without limiting growth”
Sharyn Leaver, Chief research officer at Forrester
“Whether managing AI costs, preparing for agentic commerce, or earning trust in an increasingly synthetic digital world, organizations must make more deliberate decisions about where AI creates value, where human expertise matters most, and where investment is best spent.”
Forrester’s 2027 B2C Marketing, CX, And Digital Predictions: Rising AI Costs Will Force B2C Leaders To Scale Back A Third Of AI Initiatives
According to Forrester’s (Nasdaq: FORR) 2027 B2C marketing, customer experience, and digital predictions , rising AI costs will force B2C marketing leaders to scale back a third of AI initiatives. As AI usage grows and martech vendors increasingly adopt usage-based pricing models, every agent interaction, generated asset, and automated workflow becomes a billable event. As a result, leaders will need to make tougher decisions and focus investments on AI initiatives that deliver measurable business value.
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