Join Forrester experts and your peers for an interactive presentation that will dive deeper into Forrester’s 2027 predictions for B2C marketing.Key takeaways: Understand the changing technology, consumer, and market dynamics in store in 2027. Uncover new insights based on Forrester’s research and expert analysis.Prepare your team and your organization for what’s ahead. Target audience level: all levels

AI browsers, such as Perplexity’s Comet and OpenAI’s (already sunsetted) Atlas, promised to reinvent how consumers navigate the internet, yet these dedicated AI browsers have struggled to achieve mainstream adoption. Forrester’s July 2026 survey of its ConsumerVoices Market Research Online Community found that only 8% of respondents use AI browsers often while 61% never use […]

Dedicated AI browsers demonstrate the shift in how consumers research, compare, and purchase products, enabling conversational experiences while applying known preferences. But consumers are skeptical that there is any need to further integrate AI into their search or to adapt to a new browser experience. Their failure will not stop the evolution of AI-assisted discovery and agentic commerce because incumbent players will absorb AI browser capabilities that matter. B2C marketers should read this report to learn more about the state of the AI browser economy and how it affects broader AI marketing and commerce initiatives.

AI’s blank check is about to expire. In 2027, CMOs will face a tougher test: proving that AI delivers enough value to justify its growing costs and risks. Discover why the next phase of AI adoption will demand sharper choices, stronger governance, and greater accountability.

It’s time to delineate what is and what is not an AI agent for the marketing function. The ferocious pace of AI technology innovation, coupled with runaway AI hype and a relentless flood of vendors offering AI agents — most with de rigueur anthropomorphized names — creates an environment in which the meaning of AI […]

In 2027, the scales will tip away from AI’s promise and toward AI’s performance. Rising costs, tougher ROI expectations, and operational realities will force CMOs to reckon with harder choices about where AI belongs in marketing. Some AI initiatives will get cut. Others will become indispensable. AI agents will replace portions of the traditional martech stack, but process shortcomings will derail ambitious deployments, and several brands will discover that AI mistakes have big business consequences. The result? CMOs will be more selective, pragmatic, and disciplined about their AI investments. This report details Forrester’s predictions for B2C marketing in 2027.

Delivering contextually relevant customer experiences requires significant investments in enterprise marketing technology (martech). B2C marketing professionals tasked with planning and defining martech requirements must balance multiple stakeholders, elevate channel-specific processes, and integrate a range of technologies. This report provides B2C marketers with a self-assessment tool to guide the development of holistic martech requirements and plans based on where their company fits within Forrester’s enterprise martech maturity model.

B2C marketing depends on technology capabilities, making it imperative to measure the performance of marketing technology (martech). A strong measurement program allows firms to effectively align resources, manage suppliers, and justify ongoing investment in martech. But many B2C marketers use limited technology performance measurement today. This report outlines a complete approach to measuring all aspects of marketing technology management.

There are practical limits to how much AI an organization can deploy. Find advice for taking a disciplined approach that stays within resource thresholds while also providing a return to the business.

As marketers navigate the AI boom, with the latest evolution of AI agents cropping up in their marketing ecosystem, they must identify and prioritize appropriate use cases. This interactive tool covers AI agent use cases across seven marketing categories of data, analytics, measurement, content, operations, orchestration, and experience delivery. Marketers can use it to assess readiness for each AI agent use case based on a framework incorporating priority, people, process, and technology dimensions.