Forrester's 2026 b2c marketing, cx, & digital business predictions: one-third of brands will erode customer trust through self-service ai

Cambridge, mass.--(business wire)--according to forrester's (nasdaq: forr) 2026 b2c marketing, customer experience, and digital business predictions, the rapid adoption of generative ai is exposing fragmented vendor ecosystems and increasing consumer skepticism. in 2026, a third of companies will harm experiences with frustrating ai self-service. the pressure to cut costs will cause companies to deploy customer-facing genai chatbots and virtual agents prematurely — and in contexts where they're.
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