Budget Planning Guide 2027: Portfolio Marketing And Product Leaders Must Keep Pace With AI-Driven Innovation
Executive summary
AI is driving product budgets higher—but spending more doesn’t automatically mean building better products. In this Forrester guide, product leaders can explore how to make every investment count as innovation accelerates and customer expectations rise: funding the capabilities that create measurable customer value, while cutting inefficient processes and outdated ways of working.
Forrester examines where product teams should invest in 2027, from AI-powered workflows and real-time customer intelligence to skills development and scalable product operations. The guide also highlights where teams should rethink or reduce spending, including feature-first planning, cookie-cutter launch processes, and shallow integrations that don’t support meaningful customer outcomes.
Key takeaways
How to align budgets with measurable customer outcomes
Where AI can improve product planning, development, and launch operations
Which manual processes, feature-first approaches, and low-value integrations to redesign
How to prepare for emerging opportunities such as synthetic personas
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