Forrester has released its 2026 B2C marketing, customer experience (CX), and digital business predictions, revealing how the rapid adoption of generative AI is reshaping consumer trust and brand engagement. According to the report, the accelerated use of AI particularly generative and customer-facing solutions will expose fragmented vendor ecosystems, fuel privacy concerns, and test the limits of consumer patience.
AI Overreach Threatens Brand Experiences
By 2026, Forrester predicts that a third of companies will damage customer experiences through poorly executed AI self-service initiatives. As organizations rush to cut costs, many will deploy genAI chatbots and virtual agents prematurely, placing them in roles where they are unlikely to succeed. These missteps will frustrate users, erode trust, and ultimately harm both customer acquisition and retention.
Privacy Concerns and Legal Fallout Rise
AI-driven privacy breaches will lead to a 20% surge in class-action lawsuits, driven by greater privacy awareness, evolving regulations, and consumer vigilance. Forrester notes that as attention shifts from tracking pixels to AI applications, companies using AI irresponsibly could face mounting legal risks and reputational damage.
Ad Budgets Shift as Consumers Leave the Open Web
The report also forecasts a 30% reduction in display ad budgets, as consumers increasingly rely on AI-generated summaries and conversational search interfaces instead of traditional web browsing. This trend will shrink audiences on the open web, prompting advertisers to reallocate spending toward more engaging, entertainment-driven platforms such as connected TV, streaming audio, and social video.
Offline Experiences Make a Comeback
Amid digital fatigue, Forrester expects one-third of consumers to favor offline, in-person brand experiences over online interactions. Data from 2025 already shows that 52% of U.S. online adults actively seek tactile, sensory-rich engagements that digital channels can’t replicate. While digital experiences will remain vital, consumers will become more intentional about disconnecting to reconnect with brands in the real world.
Trust, Value, and Personalization Define the Future of CX
As customer expectations rise and tolerance for surface-level digital interactions fades, trust and value will become the cornerstones of customer experience. Forrester’s Chief Research Officer, Sharyn Leaver, emphasized that brands must enhance personalization, prioritize relevance, and integrate AI through a customer-centric lens.
“In 2026, as consumer expectations rise, and tolerance for surface-level efforts fades, leaders across consumer marketing, customer experience, and digital business should work together to deliver experiences that align with their brand promise.”
Forrester’s 2026 predictions underscore a pivotal shift in how brands must approach CX not just through smarter AI or automation, but through authentic, trust-driven experiences that resonate across every customer touchpoint.
