Episode
Forrester's Chuck Gahun on AI agents as decision makers in the buyer's journey
- Published
- Jun 26, 2026
- Duration seconds
- 2018
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- https://aglbrnd.co/r/c1e487ec0517584f
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Summary
What if your next customer isn't a person, but an AI agent acting on their behalf? And what if that agent is evaluating your brand on a purely logical, data-driven basis, completely devoid of the emotional hooks your marketing has always relied on? Agility requires not just adapting to changing customer behaviors, but also redefining who—or what—our customer even is. It demands that we build operational and strategic frameworks that can cater to both human emotional drivers and the cold, hard logic of machines. Today, we are at Forrester CX in New York City, and we're going to talk about a fundamental shift in the customer journey: the rise of the AI agent as an influential, and in some cases, decision-making persona. This isn't just about using AI in our marketing; it's about marketing to AI. We'll explore what it means when our brand's message needs to be optimized not just for human perception, but for machine interpretation and evaluation. To help me discuss this topic, I'd like to welcome Chuck Gahun, Principal Analyst at Forrester. About Chuck Gahun Chuck is a leader in Forrester’s Digital Business & Strategy practice serving business and digital executives. His research coverage includes content management systems (CMSes), product information management (PIM) systems, and commerce services and strategy for B2B and B2C companies. Chuck helps executives design strategies that deliver customer and business value by partnering with technology vendors and services providers. Chuck has 20 years of experience in content and commerce. He specializes in digital strategy, experience design, and technology initiatives in CMSes, e-commerce systems, digital asset management (DAM) systems, PIM systems, digital experience platforms (DXPs), and several others. He has led st…