Forrester’s 2026 B2C Marketing, CX, & Digital Business Predictions: One-Third Of Brands Will Erode Customer Trust Through Self-Service AI
LONDON, October 28, 2025--According to Forrester’s (Nasdaq: FORR) 2026 B2C marketing, customer experience, and digital business predictions, 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 — and in contexts where they’re unlikely
LONDON, October 28, 2025--According to Forrester’s (Nasdaq: FORR) 2026 B2C marketing, customer experience, and digital business predictions, 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 — and in contexts where they’re unlikely
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