It didn’t take until 2050 — people are already deserting your website. Why so? We, and the machines and people who influence our perceptions of brands, are gradually curating information and answers without visiting a website, an app, or a physical location. Forrester expects this behavior to intensify as consumer use of AI increases. This report helps B2C marketers prioritize content development, workflows, and distribution rather than campaign execution in order to be present in all the places their customers are.