REPORTED DEVELOPMENT
Forrester's 2027 B2C marketing and digital predictions anticipate that rising consumption-based AI charges will push marketing leaders to scale back about one-third of AI initiatives. The forecast points to expenses linked to generated assets, agent interactions and automated workflows as companies move beyond initial AI experimentation.
In Forrester's US third-quarter 2026 survey of B2C marketing executives, 82% expected to provide stronger justification for future AI investments and 78% reported greater executive demand for evidence of value than a year earlier.
The reduction is an analyst forecast for 2027; the survey percentages describe respondents' expectations and should not be confused with measured AI returns or completed cuts.
WHY IT MATTERS TO THE MARKET
Fashion, luxury and retail businesses assessing AI-enabled marketing should compare ongoing usage charges, integration and human-review costs with demonstrable incremental commercial value. Vendor revenue growth or faster content production does not, on its own, establish a positive net return for a brand.