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Forrester’s 2027 B2C Marketing, CX, And Digital Predictions: Rising AI Costs Will Force B2C Leaders To Scale Back A Third Of AI Initiatives

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SINGAPORE, Oct. 22, 2026 /PRNewswire/ — According to Forrester’s (Nasdaq: FORR) 2027 B2C marketing, customer experience, and digital predictions, rising AI costs will force B2C marketing leaders to scale back a third of AI initiatives. As AI usage grows and martech vendors increasingly adopt usage-based pricing models, every agent interaction, generated asset, and automated workflow becomes a billable event. As a result, leaders will need to make tougher decisions and focus investments on AI initiatives that deliver measurable business value.

Forrester’s Predictions reports deliver forward-looking insights into the signals and trends that will shape the year ahead. Forrester’s consumer marketing, CX, and digital business predictions cover topics including B2C marketing, customer experience, consumer behavior, digital commerce, media and advertising, marketing agencies, content and creative, and trust and privacy.

Additional highlights from Forrester’s 2027 B2C marketing, CX, and digital predictions include:

CX staffing will rise by 20% after overzealous cuts, focusing on AI-supporting roles. After two years of widespread layoffs across CX teams, companies will increase hiring for roles such as natural language processing engineers, data scientists, and AI experience designers to identify high-value AI use cases and strengthen AI capabilities.Human-generated content will become a top priority (again) for 50% of brands. As AI-generated content floods digital channels, marketers will increasingly rely on experts, customers, and documented evidence to build trust and credibility, making authenticity a core feature of brand interactions.One in 20 US and UK consumers will abandon traditional shopping for conversations. Brands that prioritize trust over automation will be best positioned to capitalize on agentic commerce and increasingly hand routine purchases to autonomous AI agents.

“The challenge for leaders in 2027 will be gaining greater control without limiting growth,” said Sharyn Leaver, chief research officer at Forrester. “Whether managing AI costs, preparing for agentic commerce, or earning trust in an increasingly synthetic digital world, organizations must make more deliberate decisions about where AI creates value, where human expertise matters most, and where investment is best spent.”

Resources:

Download Forrester’s 2027 B2C marketing, CX, and digital Predictions guide.Register for Forrester’s 2027 B2C marketing, CX, and digital Predictions webinar to explore how AI will reshape marketing investments, customer buying behavior, and experience delivery.Explore Forrester’s global CX events to connect with CX, marketing, and digital leaders and Forrester experts.Visit Forrester’s 2027 Predictions hub to access additional complimentary resources.

About Forrester

Forrester (Nasdaq: FORR) is one of the most influential research and advisory firms in the world. We empower leaders in technology, customer experience, digital, marketing, revenue, and product functions to make confident decisions in an AI-driven world and accelerate growth through customer obsession. Our unique research and continuous guidance model helps executives and their teams achieve their initiatives and outcomes faster and with confidence. Learn more at Forrester.com.

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SOURCE Forrester

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Chelsea FC announces multi-year sleeve partnership with Sokin, the business payments and FX platform

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Chelsea FC name fast-growing fintech platform as Principal Partner

LONDON, Oct. 23, 2026 /PRNewswire/ — Chelsea Football Club has today announced a multi-year partnership with Sokin, the embedded finance and payments company used by businesses worldwide. Sokin will be named a Principal Partner and Official Business Payments and FX Partner of Chelsea FC and Chelsea FC Women.

As a Principal Partner, Sokin will be represented on the sleeves of the Chelsea FC men’s, women’s and academy home, away, and third kits from the 2026/27 season.

The partnership brings together two ambitious London-headquartered organisations with worldwide reach – a club with millions of fans across the world and a fintech platform through which businesses move more than $11 billion a year. A club of Chelsea’s scale works in many currencies every day, with partners, competitions and supporters around the world, and needs a financial partner built to handle that.

Sokin gives finance teams business payments, multi-currency accounts, foreign exchange, checkout and treasury in one place, so they spend less time juggling banks and providers and keep more of what they move.

As Official Business Payments and FX Partner, Sokin will simplify how Chelsea FC sends, receives and manages money in the currencies the club operates in.

The Sokin logo will feature on the sleeve of the Chelsea shirt for the first time [when the men’s team host Tottenham Hotspur at Stamford Bridge on Saturday 24th October.]

Jason Gannon, President at Chelsea FC said:

“At Chelsea, we seek to partner with organisations that share our ambition and innovative mindset. Sokin’s expertise in business payments, and their focus on making both simpler for the businesses they serve, makes them a natural fit for the Club. We are pleased to welcome Sokin to the Chelsea family and look forward to working together in the years ahead.”

Vroon Modgill, CEO and founder at Sokin said:

“Chelsea plays on the biggest stage in world football, and its business runs in dozens of currencies. Sokin was built for that with regulated, multi-currency payments and foreign exchange for organisations that operate internationally. We’re proud to be the platform behind the business payments and FX of one of the most iconic teams in football. Sokin’s platform serves businesses in more than 170 countries. We’re thrilled to be partners for the season ahead. An organisation as sophisticated as Chelsea doesn’t leave its finances to chance.”

About Sokin

Sokin is the financial layer global business runs on. Businesses can transact, convert and hold money in 70+ currencies across 170+ countries. Some businesses use Sokin to manage global finance in-house. Others build it into their products to power financial experiences for their customers. Businesses move more than $9 billion a year on licenses Sokin holds in 36+ countries and infrastructure Sokin owns. Founded in 2019, Sokin has raised over $100 million from investors including Morgan Stanley Expansion Capital and Prysm Capital.

About Chelsea Football Club

Chelsea Football Club is one of the biggest, most successful football clubs globally and our men’s team are reigning world champions, having won the four-yearly FIFA Club World Cup in 2025. Our women’s team, Chelsea Women, are also multiple trophy winners.

Founded in 1905, Chelsea is London’s most central football club, based at the iconic 40,000-capacity Stamford Bridge stadium. Nicknamed the Blues, the club lifted the Champions League for the first time in 2012 and domestically has won the Premier League five times, the FA Cup eight times, the Football League Cup five times and the Football League Championship once, in 1955.

The Chelsea Women’s team have enjoyed a huge amount of success and in 2025 won the FA Women’s Super League for a sixth consecutive year and the eighth time overall. The Women’s FA Cup has been won on six occasions. We have also captured the FA Women’s League Cup four times as well as reaching the UEFA Women’s Champions League final in 2021. In two seasons, 2020/21 and 2024/25, a domestic treble of trophies was secured.

The Chelsea Foundation boasts one of the most extensive community initiatives in sport, helping to improve the lives of children and young people all over the world.

Media Contacts:

Taina Biggs
taina.biggs@sokin.com 

Nerissa Chesterfield
nerissa.chesterfield@chelseafc.com 

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Amy Johnson Appointed President of GDIT

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RESTON, Va., Oct. 23, 2026 /PRNewswire/ — General Dynamics (NYSE:GD) announced today that Amy Johnson has been appointed as president of GDIT, effective November 3.

Johnson is a 27-year veteran of General Dynamics Mission Systems, where she held increasingly senior roles in engineering, engineering management and business leadership across cybersecurity, defense electronics, space and intelligence systems, most recently as vice president and general manager for Space, Cyber and Intelligence. She earned bachelor’s and master’s degrees in computer science and computer systems engineering. 

“Amy has a proven track record of leading teams to solve complex and highly technical challenges for our customers,” said Phebe Novakovic, CEO of General Dynamics. “I am confident that her dynamic leadership, operational rigor and deep commitment to our values and culture will deliver value to our customers, employees and shareholders.”

GDIT delivers digital modernization, cloud computing, artificial intelligence, cybersecurity and software development solutions to the U.S. federal government, defense, intelligence agencies and other customers. It is a business unit of General Dynamics, a global aerospace and defense company that offers a broad portfolio of products and services in business aviation; ship construction and repair; land combat vehicles, weapons systems and munitions; and technology products and services. General Dynamics employs more than 120,000 people worldwide and generated $52.6 billion in revenue in 2025. More information is available at gd.com.

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SOURCE General Dynamics

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Yazan Al Homsi Invests US$500,000 in Toronto Drone Maker Arcanus Aerial Systems

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Private investment comes as Arcanus builds out Canadian manufacturing capacity for autonomous aerial systems

DUBAI, UAE, Oct. 23, 2026 /PRNewswire/ — Yazan Al Homsi, a UAE-based investor and managing partner of Catalyst Communications DMCC, has invested US$500,000 in Arcanus Aerial Systems Inc., a Toronto-headquartered developer and manufacturer of unmanned aerial systems for defence, public safety and critical infrastructure customers. Al Homsi is an investor only and holds no operational, advisory or board role with the company. Other terms were not disclosed.

Arcanus is a Canadian-controlled company. It currently lists more than 15 platforms across heavy-lift, intelligence, surveillance and reconnaissance (ISR), cargo, strike and counter-drone missions. According to the company, its published line-up includes:

AB 516e: a long-endurance vertical take-off fixed-wing aircraft rated for three hours of flight.AE 401: a counter-drone interceptor with a top speed of 300 km/h.AC 5250: a cargo platform with a 250 kg payload and a range of more than 2,300 km.

Alongside defence, Arcanus markets its systems for wildfire detection, search and rescue, Arctic sovereignty, border and maritime patrol, and pipeline and power line monitoring.

The company has spent 2026 assembling its domestic production base. In April, Arcanus signed a binding term sheet with Portugal-based Beyond Vision, granting it rights to manufacture, commercialize and support Beyond Vision’s unmanned aerial systems in Canada.

In June, Arcanus announced a five-year agreement appointing FeralX Systems Inc. as a non-exclusive Canadian contract manufacturer for several of its platforms.

“Canada has the engineering talent to build these systems at home, and recent years have shown how much depends on having that capacity domestically,” said Yazan Al Homsi. “What stood out to me about Arcanus was the manufacturing groundwork already in place: licensing, a production partner, and a range of aircraft that serves wildfire crews and search-and-rescue teams alongside defence customers.”

About Yazan Al Homsi

Yazan Al Homsi is a UAE-based investor and managing partner of Catalyst Communications DMCC, which he founded in Dubai in 2018. He was previously based in Vancouver, where he founded Founders Round Capital in 2017 and built a track record of investments in early-stage and small-cap companies. He earned a finance degree from McGill University in 2004 and holds the Chartered Financial Analyst designation. Before turning to investing, he spent more than a decade with PricewaterhouseCoopers in the Middle East, rising to director and focusing on transaction due diligence and valuation.

Media Contact
Catalyst Communications DMCC
catalyst-wire@protonmail.com

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