Forrester Predicts Rising AI Costs Force B2C Marketers to Scale Back Third of AI Initiatives in 2027

• Forrester predicts rising AI costs will force business-to-consumer marketing leaders to scale back a third of AI initiatives in 2027.
• Usage-based pricing will make AI interactions billable, pushing leaders to prioritize investments with measurable business value.
• Customer experience staffing is forecast to rise 20%, focused on AI-supporting roles following two years of widespread layoffs.
• Human-generated content will become a top priority for 50% of brands as AI-generated material floods digital channels.
• One in 20 US and UK consumers will abandon traditional shopping for conversational commerce.

Disclaimer: This news brief was created by Public Technologies (PUBT) using generative artificial intelligence. While PUBT strives to provide accurate and timely information, this AI-generated content is for informational purposes only and should not be interpreted as financial, investment, or legal advice. Forrester Research Inc. published the original content used to generate this news brief via Business Wire (Ref. ID: 20261021905305) on October 21, 2026, and is solely responsible for the information contained therein.