The pursuit of control will define consumer leadership in 2027.
A third of consumers will reject content that can’t prove its source, putting new pressure on brands to earn trust. At the same time, rising AI costs, conversational product discovery, and growing demands for verifiable content will force B2C, CX, and digital leaders to rethink where automation creates value and where human expertise matters most.
Forrester’s 2027 Predictions guide reveals five shifts that will reshape customer trust, AI investment, and competitive advantage in the year ahead.
Download the guide to learn:
- How fast-rising AI costs will put pressure on marketing investments.
- Why more consumers will ditch conventional shopping — and what they’ll do instead.
- How CX staffing will change — and what roles will be in demand.
The decisions that leaders make now will determine who earns trust, creates value, and stays ahead as the human-AI balance evolves. Download the guide to identify which shifts matter most, where to focus investment, and how to balance AI and human expertise in 2027.