{"id":37248,"date":"2025-10-29T10:47:57","date_gmt":"2025-10-29T03:47:57","guid":{"rendered":"https:\/\/thaipropertynews.com\/feeds\/?p=37248"},"modified":"2025-10-29T10:47:57","modified_gmt":"2025-10-29T03:47:57","slug":"forresters-2026-b2c-marketing-cx-digital-business-predictions-one-third-of-brands-will-erode-customer-trust-through-self-service-ai","status":"publish","type":"post","link":"https:\/\/thaipropertynews.com\/feeds\/?p=37248","title":{"rendered":"Forrester&#8217;s 2026 B2C Marketing, CX, &amp; Digital Business Predictions: One-Third Of Brands Will Erode Customer Trust Through Self-Service AI"},"content":{"rendered":"<table border=\"0\" cellspacing=\"10\" cellpadding=\"5\" align=\"right\">\n<tbody>\n<tr>\n<td><img decoding=\"async\" src=\"https:\/\/mma.prnasia.com\/media2\/2732193\/Forrester_Logo.jpg?p=medium600\" border=\"0\" alt=\"\" title=\"logo\" hspace=\"0\" vspace=\"0\" width=\"118\" \/><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><span class=\"legendSpanClass\"><span class=\"xn-location\">SINGAPORE<\/span><\/span>, <span class=\"legendSpanClass\"><span class=\"xn-chron\">Oct. 29, 2025<\/span><\/span> \/PRNewswire\/ &#8212;\u00a0According to <a href=\"https:\/\/www.forrester.com\/bold\" target=\"_blank\" rel=\"nofollow\">Forrester&#8217;s<\/a> (Nasdaq: FORR)\u00a0<a href=\"https:\/\/www.forrester.com\/predictions\/b2c-cx-digital-2026\/?utm_source=prnewswire&amp;utm_medium=pr&amp;utm_campaign=predictions_2026\" target=\"_blank\" rel=\"nofollow\">2026 B2C marketing, customer experience, and digital business predictions<\/a>, the rapid adoption of generative AI is exposing fragmented vendor ecosystems and increasing consumer skepticism. In 2026, a third of companies will harm experiences with frustrating AI self-service. The pressure to cut costs will cause companies to deploy customer-facing genAI chatbots and virtual agents prematurely \u2014 and in contexts where they&#8217;re unlikely to succeed. This will erode the brand and customer experience, harming both customer acquisition and retention. As customers&#8217; expectations continue to rise and tolerance for surface-level efforts fades, trust and value will become the guiding beacons for consumer marketing, customer experience (CX), and digital leaders.<\/p>\n<div class=\"PRN_ImbeddedAssetReference\">\n<\/div>\n<p>Forrester&#8217;s Predictions reports deliver forward-looking insights into signals and trends that empower business leaders and their teams to think beyond conventions and ignite bold ideas in the year ahead. Forrester&#8217;s consumer marketing, CX, and digital business predictions cover topics including: B2C marketing; customer experience; consumers; digital commerce; media and advertising; marketing agencies; and trust and privacy.<\/p>\n<p>Key highlights from\u00a0Forrester&#8217;s\u00a02026\u00a0B2C marketing, CX, and digital business predictions include:<\/p>\n<ul type=\"disc\">\n<li><b>AI-driven privacy breaches will lead to a 20% surge in class-action lawsuits.<\/b>\u00a0A convergence of forces \u2014 growing privacy awareness, regulation, data breaches, and AI \u2014 will drive a spike in US consumer class-action lawsuits. As privacy concerns continue to challenge the AI industry, consumers and law firms will expand their focus from tracking pixels to AI applications and the companies that use them.\n<\/li>\n<li><b>Advertisers will cut display ad budgets by 30% as consumers leave the open web.<\/b>\u00a0Despite consumers&#8217; skepticism about genAI, they will continue to turn to AI-generated summaries and chat interfaces designed to return answers. This will shrink addressable audiences on the open web, and click-through rates will decline. As a result, leading advertisers will cut display ad budgets by 30% and redirect spending to more entertainment-driven content platforms,\u00a0such as connected TV, streaming audio, and social video.\n<\/li>\n<li><b>A third of consumers will opt for offline (over online) brand experiences.<\/b>\u00a0Forrester&#8217;s 2025 data shows that\u00a052% of US online adults actively pursue in-person, tactile experiences\u00a0\u2014 driven by a desire for richer, more sensory interactions that digital channels can&#8217;t replicate. Digital experiences aren&#8217;t going away, but consumers in 2026 will more intentionally choose to disconnect online to connect <i>offline<\/i>.<\/li>\n<\/ul>\n<p>&#8220;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,&#8221; said <span class=\"xn-person\">Sharyn Leaver<\/span>, chief research officer at Forrester. &#8220;Measures such as enhancing personalization that prioritizes relevance and value and integrating AI through a customer-centric lens will be table stakes for brands to earn their customers&#8217; loyalty.&#8221;<\/p>\n<p><b>Resources:<\/b><\/p>\n<ul type=\"disc\">\n<li>Download\u00a0Forrester&#8217;s 2026 Predictions guides for <a href=\"https:\/\/www.forrester.com\/predictions\/b2c-cx-digital-2026\/?utm_source=prnewswire&amp;utm_medium=pr&amp;utm_campaign=predictions_2026\" target=\"_blank\" rel=\"nofollow\">B2C marketing, CX, and digital leaders<\/a>; <a href=\"https:\/\/www.forrester.com\/predictions\/b2b-2026\/?utm_source=prnewswire&amp;utm_medium=pr&amp;utm_campaign=predictions_2026\" target=\"_blank\" rel=\"nofollow\">B2B marketing and sales leaders<\/a>; and <a href=\"https:\/\/www.forrester.com\/predictions\/technology-2026\/?utm_source=prnewswire&amp;utm_medium=pr&amp;utm_campaign=predictions_2026\" target=\"_blank\" rel=\"nofollow\">technology and security leaders<\/a>.<\/li>\n<li><a href=\"https:\/\/www.forrester.com\/webinars\/2026-cx-predictions-apac\/?utm_source=prnewswire&amp;utm_medium=pr&amp;utm_campaign=predictions_2026\" target=\"_blank\" rel=\"nofollow\">Register<\/a>\u00a0to attend Forrester&#8217;s webinar covering key B2C marketing, CX, and digital predictions for the coming year and learn why trust and value will be guiding beacons in 2026.<\/li>\n<li><a href=\"https:\/\/www.forrester.com\/predictions\/?utm_source=prnewswire&amp;utm_medium=pr&amp;utm_campaign=predictions_2026\" target=\"_blank\" rel=\"nofollow\">Visit<\/a>\u00a0Forrester&#8217;s 2026 Predictions hub to access additional complimentary resources.<\/li>\n<\/ul>\n<p><b>About Forrester<\/b><br \/>Forrester (Nasdaq: FORR) is one of the most influential research and advisory firms in the world. We empower leaders in technology, customer experience, digital, marketing, sales, and product functions to be bold at work and accelerate growth through customer obsession. Our unique research and continuous guidance model helps executives and their teams achieve their initiatives and outcomes faster and with confidence. To learn more, visit <a href=\"https:\/\/forrester.com\/\" target=\"_blank\" rel=\"nofollow\">Forrester.com<\/a>.\u00a0<\/p>\n<p>\u00a0<\/p>","protected":false},"excerpt":{"rendered":"<p><!-- wp:html --><\/p>\n<table border=\"0\" cellspacing=\"10\" cellpadding=\"5\" align=\"right\">\n<tbody>\n<tr>\n<td><img decoding=\"async\" src=\"https:\/\/mma.prnasia.com\/media2\/2732193\/Forrester_Logo.jpg?p=medium600\" border=\"0\" alt=\"\" title=\"logo\" hspace=\"0\" vspace=\"0\" width=\"118\" \/><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><span class=\"legendSpanClass\"><span class=\"xn-location\">SINGAPORE<\/span><\/span>, <span class=\"legendSpanClass\"><span class=\"xn-chron\">Oct. 29, 2025<\/span><\/span> \/PRNewswire\/ &#8212;\u00a0According to <a href=\"https:\/\/www.forrester.com\/bold\" target=\"_blank\" rel=\"nofollow\">Forrester&#8217;s<\/a> (Nasdaq: FORR)\u00a0<a href=\"https:\/\/www.forrester.com\/predictions\/b2c-cx-digital-2026\/?utm_source=prnewswire&amp;utm_medium=pr&amp;utm_campaign=predictions_2026\" target=\"_blank\" rel=\"nofollow\">2026 B2C marketing, customer experience, and digital business predictions<\/a>, the rapid adoption of generative AI is exposing fragmented vendor ecosystems and increasing consumer skepticism. In 2026, a third of companies will harm experiences with frustrating AI self-service. The pressure to cut costs will cause companies to deploy customer-facing genAI chatbots and virtual agents prematurely \u2014 and in contexts where they&#8217;re unlikely to succeed. This will erode the brand and customer experience, harming both customer acquisition and retention. As customers&#8217; expectations continue to rise and tolerance for surface-level efforts fades, trust and value will become the guiding beacons for consumer marketing, customer experience (CX), and digital leaders.<\/p>\n<div class=\"PRN_ImbeddedAssetReference\">\n<\/div>\n<p>Forrester&#8217;s Predictions reports deliver forward-looking insights into signals and trends that empower business leaders and their teams to think beyond conventions and ignite bold ideas in the year ahead. Forrester&#8217;s consumer marketing, CX, and digital business predictions cover topics including: B2C marketing; customer experience; consumers; digital commerce; media and advertising; marketing agencies; and trust and privacy.<\/p>\n<p>Key highlights from\u00a0Forrester&#8217;s\u00a02026\u00a0B2C marketing, CX, and digital business predictions include:<\/p>\n<ul type=\"disc\">\n<li><b>AI-driven privacy breaches will lead to a 20% surge in class-action lawsuits.<\/b>\u00a0A convergence of forces \u2014 growing privacy awareness, regulation, data breaches, and AI \u2014 will drive a spike in US consumer class-action lawsuits. As privacy concerns continue to challenge the AI industry, consumers and law firms will expand their focus from tracking pixels to AI applications and the companies that use them.\n<\/li>\n<li><b>Advertisers will cut display ad budgets by 30% as consumers leave the open web.<\/b>\u00a0Despite consumers&#8217; skepticism about genAI, they will continue to turn to AI-generated summaries and chat interfaces designed to return answers. This will shrink addressable audiences on the open web, and click-through rates will decline. As a result, leading advertisers will cut display ad budgets by 30% and redirect spending to more entertainment-driven content platforms,\u00a0such as connected TV, streaming audio, and social video.\n<\/li>\n<li><b>A third of consumers will opt for offline (over online) brand experiences.<\/b>\u00a0Forrester&#8217;s 2025 data shows that\u00a052% of US online adults actively pursue in-person, tactile experiences\u00a0\u2014 driven by a desire for richer, more sensory interactions that digital channels can&#8217;t replicate. Digital experiences aren&#8217;t going away, but consumers in 2026 will more intentionally choose to disconnect online to connect <i>offline<\/i>.<\/li>\n<\/ul>\n<p>&#8220;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,&#8221; said <span class=\"xn-person\">Sharyn Leaver<\/span>, chief research officer at Forrester. &#8220;Measures such as enhancing personalization that prioritizes relevance and value and integrating AI through a customer-centric lens will be table stakes for brands to earn their customers&#8217; loyalty.&#8221;<\/p>\n<p><b>Resources:<\/b><\/p>\n<ul type=\"disc\">\n<li>Download\u00a0Forrester&#8217;s 2026 Predictions guides for <a href=\"https:\/\/www.forrester.com\/predictions\/b2c-cx-digital-2026\/?utm_source=prnewswire&amp;utm_medium=pr&amp;utm_campaign=predictions_2026\" target=\"_blank\" rel=\"nofollow\">B2C marketing, CX, and digital leaders<\/a>; <a href=\"https:\/\/www.forrester.com\/predictions\/b2b-2026\/?utm_source=prnewswire&amp;utm_medium=pr&amp;utm_campaign=predictions_2026\" target=\"_blank\" rel=\"nofollow\">B2B marketing and sales leaders<\/a>; and <a href=\"https:\/\/www.forrester.com\/predictions\/technology-2026\/?utm_source=prnewswire&amp;utm_medium=pr&amp;utm_campaign=predictions_2026\" target=\"_blank\" rel=\"nofollow\">technology and security leaders<\/a>.<\/li>\n<li><a href=\"https:\/\/www.forrester.com\/webinars\/2026-cx-predictions-apac\/?utm_source=prnewswire&amp;utm_medium=pr&amp;utm_campaign=predictions_2026\" target=\"_blank\" rel=\"nofollow\">Register<\/a>\u00a0to attend Forrester&#8217;s webinar covering key B2C marketing, CX, and digital predictions for the coming year and learn why trust and value will be guiding beacons in 2026.<\/li>\n<li><a href=\"https:\/\/www.forrester.com\/predictions\/?utm_source=prnewswire&amp;utm_medium=pr&amp;utm_campaign=predictions_2026\" target=\"_blank\" rel=\"nofollow\">Visit<\/a>\u00a0Forrester&#8217;s 2026 Predictions hub to access additional complimentary resources.<\/li>\n<\/ul>\n<p><b>About Forrester<\/b><br \/>Forrester (Nasdaq: FORR) is one of the most influential research and advisory firms in the world. We empower leaders in technology, customer experience, digital, marketing, sales, and product functions to be bold at work and accelerate growth through customer obsession. Our unique research and continuous guidance model helps executives and their teams achieve their initiatives and outcomes faster and with confidence. To learn more, visit <a href=\"https:\/\/forrester.com\/\" target=\"_blank\" rel=\"nofollow\">Forrester.com<\/a>.\u00a0<\/p>\n<p>\u00a0<\/p>\n<p><!-- \/wp:html --><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"rop_custom_images_group":[],"rop_custom_messages_group":[],"rop_publish_now":"initial","rop_publish_now_accounts":[],"rop_publish_now_history":[],"rop_publish_now_status":"pending","footnotes":""},"categories":[5,7],"tags":[],"class_list":["post-37248","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-cision-pr-newswire","category-cision-pr-newswire-en"],"_links":{"self":[{"href":"https:\/\/thaipropertynews.com\/feeds\/index.php?rest_route=\/wp\/v2\/posts\/37248","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/thaipropertynews.com\/feeds\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/thaipropertynews.com\/feeds\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/thaipropertynews.com\/feeds\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/thaipropertynews.com\/feeds\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=37248"}],"version-history":[{"count":0,"href":"https:\/\/thaipropertynews.com\/feeds\/index.php?rest_route=\/wp\/v2\/posts\/37248\/revisions"}],"wp:attachment":[{"href":"https:\/\/thaipropertynews.com\/feeds\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=37248"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/thaipropertynews.com\/feeds\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=37248"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/thaipropertynews.com\/feeds\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=37248"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}