2026 B2C Marketing and Customer Experience Predictions

This report presents Forrester’s predictions for B2C marketing, customer experience, and digital business in 2026. It outlines the anticipated impact of generative AI on customer trust and brand experiences, indicating that one-third of companies may harm customer interactions through poorly implemented self-service AI solutions. The report highlights a growing consumer skepticism towards AI, which may lead to a significant increase in class-action lawsuits related to AI-driven privacy breaches. Additionally, it notes that advertisers are expected to reduce display ad budgets by 30% as consumers shift away from the open web. The findings suggest that consumers will increasingly seek offline experiences, with a notable percentage preferring tactile interactions over digital ones. The report emphasizes the need for brands to enhance personalization and integrate AI in a customer-centric manner to maintain loyalty and meet rising consumer expectations.