# Designing brands for Machine Customers

Page: https://stenobird.com/podcast/the-cmo-show-1096466/designing-brands-for-machine-customers
Text version: https://stenobird.com/podcast/the-cmo-show-1096466/designing-brands-for-machine-customers.md
Podcast: [The CMO Show](https://stenobird.com/podcast/the-cmo-show-1096466)
Published: 2026-04-16T04:15:00+00:00
Episode link: https://www.thecmoshow.impactinstitute.com.au/episodes/designing-brands-for-machine-customers
Audio file: https://traffic.libsyn.com/secure/thecmoshow/The_CMO_Show_Ep_248_-_Katja_Forbes_and_Gurvinder_Singh_1.0.mp3?dest-id=318104
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JSON: https://stenobird.com/v1/public/podcasts/the-cmo-show-1096466/episodes/designing-brands-for-machine-customers
Duration seconds: 2231

## Resource

Your customers aren't just human anymore. They're machines...and they're already making decisions about your brand. Agentic commerce is here, and it's predicted to account for $300B–$500B in sales by 2030. Brands that design only for humans are already silently losing billions. In this episode of The CMO Show, we talk to author of [descriptor] book, Machine Customers , Katja Forbes. They are joined by Gurvinder Singh, CMO at Altimetrik, which is putting Katja's principles into action. Together they unpack the next tectonic shift in marketing: AI agents as buyers, validators, and gatekeepers. From AI agents rejecting suppliers over expired certifications to entire networks blacklisting brands in seconds based on poor data hygiene, this conversation exposes a blunt truth. Marketing is becoming machine‑readable, binary, and unforgiving. It's data. Verified. Structured. Machine‑legible. If machines can't read your brand, they won't trust it. And if they don't trust it, they won't buy it. This episode shows you how to navigate the shift, what to change, what to prioritise, and how CMOs can lead as machines move from channels to customers. This episode is brought to you by impact advisory, communications and events agency, ImpactInstitute in partnership with Adobe. www.impactinstitute.com.au | https://business.adobe.com/au

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## Transcript

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