# Forrester says rising AI costs will lead B2C firms to scale back initiatives

> Its 2027 predictions say B2C marketing leaders will scale back one-third of AI initiatives as usage-based pricing makes agent activity and generated content billable. Forrester also expects a 20% increase in CX staffing and renewed emphasis on human-generated content.

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- Section: Business
- Published: 2026-10-21T15:31:12+00:00
- Updated: 2026-10-21T15:31:12+00:00
- Event / data period: 2026-10-21
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Forrester published its 2027 B2C marketing, customer experience and digital predictions on 21 October, forecasting that rising AI costs will lead leaders to scale back one-third of AI initiatives. The firm links the forecast to growing usage and martech vendors’ shift toward usage-based pricing, under which agent interactions, generated assets and automated workflows incur charges.

The predictions also forecast a 20% rise in customer-experience staffing after cuts, with hiring focused on roles that support AI, and say human-generated content will become a top priority again for half of brands. These are Forrester projections for 2027, not observed changes or measured outcomes.

## Data

### Forrester says rising AI costs will lead B2C firms to scale back initiatives

Methodology: Values are Forrester’s 21 October 2026 forecasts for 2027, not realized outcomes. The one-third forecast is kept in prose rather than converted to an invented percentage.

| label | value | unit | period | basis |
|---|---|---|---|---|
| Forecast rise in customer-experience staffing in 2027 | 20 | percent | 2027 | forecast |
| Forecast share of brands reprioritizing human-generated content in 2027 | 50 | percent | 2027 | forecast |

Sources: <https://www.forrester.com/press-newsroom/forresters-2027-b2c-marketing-cx-and-digital-predictions-rising-ai-costs-will-force-b2c-leaders-to-scale-back-a-third-of-ai-initiatives/> · Download data: [JSON](https://newsverum.com/api/v1/articles/forrester-2027-b2c-ai-costs-staffing-content-forecasts/data/forecasts-2027?lang=en&format=json) · [CSV](https://newsverum.com/api/v1/articles/forrester-2027-b2c-ai-costs-staffing-content-forecasts/data/forecasts-2027?lang=en&format=csv)

## Sources

- [Forrester Research, Inc.](<https://www.forrester.com/press-newsroom/forresters-2027-b2c-marketing-cx-and-digital-predictions-rising-ai-costs-will-force-b2c-leaders-to-scale-back-a-third-of-ai-initiatives/>) (Source checked: 2026-10-21; Published: 2026-10-21)

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