Forrester predicts rising AI costs will force B2C marketers to scale back a third of initiatives in 2027
FORR•Forrester predicts rising AI costs will lead business-to-consumer marketing leaders to scale back a third of AI initiatives in 2027. It also forecasts a 20% increase in customer experience staffing, human-generated content becoming a top priority for 50% of brands, and one in 20 US and UK consumers switching to conversational commerce.
1. Marketing shifts forecast
Forrester predicts usage-based pricing will make AI interactions billable, pushing marketing leaders to prioritize investments with measurable business value. Customer experience staffing is forecast to rise 20%, focused on AI-supporting roles after two years of widespread layoffs. Human-generated content will become a top priority for 50% of brands as AI-generated material floods digital channels, and one in 20 US and UK consumers will abandon traditional shopping for conversational commerce.
