HCLSoftware included in Forrester Research Inc.’s 2025 Report, The State of AI for Cross-Channel Marketing Hubs

As AI becomes central to cross-channel marketing, B2C leaders are increasingly focused on execution-ready capabilities rather than future promises. In a market full of AI claims, understanding where AI is truly operational is essential for making confident marketing investment decisions.

Forrester Research Inc. The State of AI for Cross-Channel Marketing Hubs report highlights the application of AI across 26 trending use cases for B2C marketing.

The report, which surveyed leading martech vendors, looks closely at areas that matter most to execution. The use cases identified in the report include Data Detection and Governance to Predictive Models, Natural Language segment generation, Content Optimization and Packaging, Marketing Performance Insights and more.

Of the 14 providers that responded to Forrester’s June 2025 questionnaire, HCLSoftware reported current generally available, partially available or planned capabilities across all 26 use cases identified in the report.

Why Does the Report Matter, and How to Use It?

For marketing leaders, Forrester Research Inc.'s The State of AI for Cross-Channel Marketing Hubs provides an independent view of how AI is applied across modern marketing platforms. It offers context on how platforms are positioned across critical use cases. 

We are pleased to share that HCLSoftware supports trending AI use cases with potential impact on marketing processes for creative, insights, operations and workflows

1. Embracing Predictive and GenAI Synergy for Deeper Customer Understanding

Predictive AI remains core to customer insights, while GenAI, especially natural language interfaces, improves accessibility. Together, they help marketers move analytics closer to execution.

The report presents use cases beyond basic Predictive Models, including advanced capabilities such as Market Research, Probabilistic Identity Resolution and Segment Discovery.

The full breakdown of capability coverage and roadmap progression across these use cases is detailed in the report.

Access the full report for the complete analysis.

2. Looking Beyond Content Generation to Design and Deliver Better Customer Experiences

GenAI is gaining traction in content creation, with production adoption still limited to a minority of marketing teams. 

The report shows

• GenAI capabilities to enrich content-related use cases, not just to produce content, but to design more relevant, adaptive customer experiences.
• Advanced use cases like Content Optimization, Universal Search and Content Analytics with timelines and roadmap distinctions are explored in depth.

3. Leveraging AI To Measure and Optimize Marketing’s Impact on the Business

Measuring ROI and managing budget constraints remain top challenges for B2C marketers heading into 2026.

The report provides insights into

• How marketing leaders can attribute AI success to incremental impact on KPIs and revenue.
• AI-enabled measurement and optimization use cases like Attribution Modeling and Anomaly Detection reflect their importance to marketing accountability.

This reinforces a broader shift. AI is increasingly used to link marketing activity directly to business impact, not just operational metrics. 

4. Accelerate Marketing’s AI Adoption With Embedded CCMH Assistants

Adopting AI for martech remains challenging, with organizational readiness, process change and implementation cited as key barriers.

The report shows

• Capabilities such as Application Assistants and Natural Language Querying are becoming increasingly consistent across platforms.
• Advanced use-cases and assistant-led interfaces are helping platforms lower adoption barriers and operationalize AI at scale.

Explore the full assistant capability breakdown and roadmap timelines in the Forrester report.

What This Means for Marketing Leaders Evaluating AI Platforms

From the research, one thing is clear. AI maturity is defined by consistent execution across decision-critical use cases, not isolated capabilities.

In this context, HCLSoftware believes it stands out for its presence across AI use cases evaluated, spanning customer understanding, experience design, measurement, optimization and adoption. This breadth reflects alignment with how AI is being applied across the full cross-channel marketing lifecycle.

For marketing leaders, platforms with connected AI capabilities enable faster execution, fewer gaps across the stack and greater confidence in scaling AI initiatives.

Forrester’s The State of AI for Cross-Channel Marketing Hubs provides the detailed analysis behind these findings.

Access the full Forrester report to explore the complete report findings.