Forrester’s 2026 Customer Experience Predictions: 5 Critical Trends for CX Leaders

Editor’s Note: Forrester Research’s latest 2026 predictions emphasize that customer experience (CX) will go through a transformation centered on trust and value. In this article, we compile the report’s main predictions in Turkish and assess them in a local context.

The customer experience trends Forrester predicts for 2026 point to fundamental changes in companies’ customer engagement strategies. For example, AI solutions rushed into service under cost pressure risk damaging customer experience at one-third of companies. Customers, meanwhile, will have higher expectations of brands than ever and will have less tolerance for superficial efforts. The Forrester report notes in particular that in 2026, “trust” and “value” will serve as the guiding principles for companies that want to win customer loyalty.

Here are the five critical developments Forrester predicts, and the analysis behind them:

• AI-Powered Services Could Backfire: Some companies looking to cut costs will put AI-based chatbots and virtual assistants in front of customers too early. Forrester predicts that in 2026, one-third of companies will cause major disappointment among customers with this hasty approach. In other words, poorly thought-out AI solutions, far from improving customer experience, could make things even worse. That, in turn, could damage the brand’s image and drive customers away.

• AI-Driven Privacy Breaches and Class Actions: The spread of AI is creating new risks in how customer data is processed. According to Forrester, in 2026 the intersection of AI and data breaches will trigger a 20% increase in consumer class action lawsuits in the US. Increasingly aware customers and tightening data protection regulations will force companies to be more careful about “data privacy.” Customers are expected to turn quickly to legal action, especially in cases of unauthorized data use or breaches through AI tools. This trend is an important warning about just how fragile customer trust can be.

• A 30% Drop in Display Ad Budgets: Forrester points to changes in how consumers take in information and content. Starting in 2026, many users will turn to AI-powered summaries and chat interfaces that answer their questions instantly, rather than reading articles on traditional websites. As a result, the effectiveness of digital ads will decline as traffic on the open web shrinks; major advertisers are getting ready to cut their traditional banner and display ad budgets by 30%. These budgets will shift to the alternative platforms where consumers spend their time—smart TV apps, digital audio and social media video content, for example. From a CX perspective, we are entering an era in which websites and mobile apps are not the only channels for reaching customers, and investing in omnichannel strategies is a must.

• Consumers Are Turning to Physical Experiences: Although digital experiences have become indispensable in our lives, Forrester predicts that in 2026 one-third of consumers will prefer brand interactions in offline settings. According to 2025 data, 52% of US online adults have already deliberately unplugged from the digital world and turned to physical experiences in search of richer, more sensory experiences. Of course, this trend does not mean digital channels will lose their importance; but customers will turn to stores, events or direct human contact for the tactile, face-to-face experiences the online world cannot provide. In Türkiye as well, improving the quality of retail store and branch experiences and strengthening the multichannel experience will be critical for brands seeking a competitive advantage.

• Data Analytics and AI Skills Are a Must for CX Teams: 2025 was a tough year for many customer experience (CX) teams; teams focused on KPI data struggled to produce customer-centric innovation. Forrester notes that in 2026, 15% of CX teams that bow to budget pressure could enter what amounts to a “death spiral” because of this metrics obsession. In other words, teams that are busy only with reporting and fail to deliver concrete improvements will easily become expendable within the organization. To reverse this trend, CX leaders need to build skills in data science and AI. Building advanced CX analytics capabilities and using the customer data they collect in ways that have an impact on business results is essential. For example, feeding customer feedback and behavioral data into AI models can make a difference in delivering personalized experiences. At the same time, rather than wasting time on generic surveys that deliver low returns or random website feedback tools, it will be important to shift resources to methods that deliver truly actionable insights. In short, to secure their standing in the company in 2026, CX teams will need to improve their technological literacy and generate meaningful value from the data they have.

Sharyn Leaver, Forrester’s Chief Research Officer, stresses in particular that superficial initiatives will fall short at a time when consumer expectations are rising. According to Leaver, if brands want to win customer loyalty, they should deepen their personalization efforts so that they add real value for customers, and make their AI investments through a customer-centric lens.

In conclusion, Forrester’s 2026 customer experience predictions converge on a common theme for CX leaders: building trust and delivering value customers can feel. Turkish companies, too, should draw on these predictions and focus on creating a climate of trust in their customer interactions and on integrating technology intelligently without erasing the human touch. As they prepare for 2026, the firms that can put trust, value and consistency at the center of every initiative that improves customer experience will be a step ahead in the market.