I wrote the theme to this yr’s client predictions to the beat of Rihanna’s “We Discovered Love,” with the lyric “we discovered love in a hopeless place” significantly resonating. OK, the world isn’t hopeless, however the client panorama is marked by turbulence: tariffs threatening financial progress, geopolitical unrest, and the looming query of AI-driven existential questions.
This makes issues appear a bit doom-and-gloom. Whilst I write this weblog submit, weeks after our predictions have been locked in, the US authorities shutdown has been ongoing for a month, political turmoil within the Center East continues, the World Well being Group’s psychological well being report paints a bleak image, and a seemingly old-school heist at arguably essentially the most well-known museum on the earth has stolen the headlines.
However amid this persistent and unsettling information feed lies one other fact: People are resilient. Folks draw energy from connection, group, and consistency, particularly throughout tumultuous instances. Consequently, shoppers will crave connection in 2026 … and it’s going to look a little bit totally different than 2020! In 2026, connection-seeking received’t solely come from conventional sources, as shoppers search connections offline (over on-line) whereas making artificial pals. Forrester predicts:
20% of Gen Zers and Gen Alphas will succumb to AI companions. Customers are getting private with AI, and youthful shoppers will more and more flip to genAI platforms for connection in 2026. Standard apps like ChatGPT already create compelling personalities. However harmful missteps will occur if corporations aren’t accountable with it. Youthful shoppers gravitate to connections which might be always-on, all the time non-public, and all the time nonjudgmental. And AI companions, on their floor, will reliably fulfill these wants. However at what price? Anticipate psychological well being and privateness considerations because of AI addition to overshadow these of social media in 2026.
A 3rd of shoppers will go for offline (over on-line) model experiences. In-person is coming again. In keeping with Forrester’s Shopper Pulse Surveys, “I plan on doing extra in-person buying basically” throughout the winter vacation buying season is up seven share factors in 2025 in comparison with 2023. And types are betting huge on in-person experiences, too: Starbucks plans to section out its drive-thru and mobile-only shops in 2026, and TikTok is including a characteristic that permits faculty college students to satisfy up “in actual life” as just a few examples. No, digital experiences aren’t going away, however shoppers will select to disconnect on-line as a way to join offline.
AI glasses will kick-start the AI wearables race, with 10% of shoppers trialing them. Your closet would possibly quickly be crammed with AI-enabled vogue objects: pendants, rings, bracelets … however first up in 2026? AI glasses. At the moment, 6% of US on-line adults point out that they use good glasses (versus 4% within the UK and three% in Australia). Within the new yr, we predict that this quantity will double as AI assistants warmth up — enabling connections primarily based on context, together with reside translations, navigation, and hands-free recording. Whereas Meta’s AI glasses have led the race these final couple of years, the worldwide market will get crowded in 2026 with Google’s partnership with Warby Parker and Mild Monster, Alibaba’s launch of Quark, and Amazon’s plan to roll out AI glasses in late 2026 or early 2027.
Forrester purchasers can learn all 5 of our client predictions in our report, Predictions 2026: Customers, and be part of our upcoming webinar to be taught what they imply in your personal client base. Then, arrange a Forrester steerage session with me to debate find out how to apply these predictions and finest practices in your individual group to remain forward in 2026.
When you aren’t but a Forrester consumer, you possibly can obtain our complimentary Predictions information on B2C advertising and buyer expertise, which covers extra of our high predictions for 2026. Discover further complimentary assets, together with webinars, on the Predictions 2026 hub.
