2026年预测：B2C营销、客户体验与数字

FORRESTER THE RACE TO TRUSTANDVALUE In 2026, organizations will face a reckoning. The Al hype bubble willdeflate, exposing fragmented vendor ecosystems and growing consumerskepticism, Cx fatigue will deepen as expectations rise and tolerance forsurface-level efforts fades. Leaders will shift from optics to outcomes,embracing evidence-based decision-making and operational discipline. This year's predictions reveal why trust and value must become theguiding beacons for B2C marketing, Cx, and digital teams. Consumers inmuch of the world will increasingly choose offline brand experiences thatfeel more authentic and emotionally resonant. Legal action tied to Al-drivenprivacy breaches will surge, forcing brands to confront the consequencesofmisused data. The message underlying our predictions is clear: Disconnected strategiesand performative personalization will no longer earn loyalty.To succeed,leaders must prioritizetransparency,relevance,and measurable impactThose who deliver real value and earn trust in the process will pull aheadinalandscapeshaped byscrutiny,substance,and strategic clarity FORRESTER PREDICTIONAdvertisers will cut display adbudgets by3o% as consumersleave the open web. As consumer usage of generative Al platforms grows, click-throughrates will decline, shrinking addressable audiences on the open weband the amount that advertisers spend to reach them with displayformats (both static and outstream video).Instead,some of those addollars willshifttogenAlplatformswiththeemergenceofnew,and interactiveformats,suchasMicrosoftAcvertising'sShowroomads.restwill supplementalreadygrowingbudgetsforentertainment-drivenplatformslikeCTV,streamingaudio,andsocialchannel and platform mix evolves alongside consumermedia dietsto reflect where your target audience spends its time. FORRESTER PREDICTIONAl-drivenprivacybreacheswill lead to a 20% surge inclass-actionlawsuits A convergence of forces-growingprivacyawarenessregulation, data breaches,and Alwill drivea spike in USconsumer class-action lawsuits.As privacy concerns continueto dog the Al industry.consumersand lawfirmswillexpandtheirapplicationsandthecompaniesthat use them.wsuitsprimarilydrewfromwiretappine proliferation of Al isbringing securiy violations with it.Whilesome lawsuitsseem frivolous or far-fetched, they'lltapcompany resources and erode trust all the same, Marketersmust stay on the right side of consumer expectations and joinbeneficial relationships now, rather than being forced to worktogether in the face of a lawsuit. PREDICTIONA third of consumers winopt for offline (over online)brand experiences. Forrester's 2025 data shows that 52% of US online adults activelypursue in-person, tactile experiences - making up for lost time(even five years later) after secluded pandemic lockdowns.According to Forrester's Consumer Pulse Surveys, agreementwith"l plan on doing more in-person shoppingin general" duringthewinteropingseasonisupsevenpercentagepoints0202. This share of in-person shopperseven higher in markets such asbuoHare betting big on in-persone out its drive-throughandmobiadding a feature thatand Coach will launch20-plusshopsglobaall in service of IRLconnectionsexperiences aren'tgoing away,butconsumersose to disconnect online to connect offline. Inshould reconcile their budgets to bolster offlineimpressions that you can't easily scroll past or swipe away FORRESTER PREDICTIONTwo-thirdsofCxteamswilabandonjourneymappingdue to a self-inflicted stigma. CX teams have spent years defaulting to journey mapping,butstakeholdersdismissive.Managingjourneyscustomersmpaniessuchassworse,only309havetheskillspsremaindiscsandprocesses.withcustenjourneyatlasandourneimprovementandcreateacentral budgetto fund break/fix activities and somebreakthroughimprovements. PREDICTIONFive major brands will unifyagentic commerce experiences. Unification is a perennial problem in commerce tech, forcing vendorsto now rethink how they're building and connecting the vital pieces oftheir ecosystem. As for brands, Nestle is already developing its ownconversatianal Al platfarm to combine shopping, promotions, andcustomer service in a single conversational experience, as it didn't seevendors combining processes with ready-to-use components. A handfulof powerhause brands with similar resources and wherewithal will followsuit. The big struggle for brands in 2026 is interoperability as vendorslaunch isolated conversational agents that only pull from the data thateach vendor houses, Even model context protocol (McP) servers that These siloed genAl tools will create disjointed experiences forcustomers. For most of the market, custom development like this isn'tpossible. Watch for standalone platforms to emerge and stabilize. In themeantime, smoath out customer experiences with handoffs betweenagents that are as seamless as possible and test agentic/conversationalapps for positive experiences. FORRESTER' PREDICTIONAdentsuorWPPacguisitionwill spawn a dozen agency reviews. Omn