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Machine Customers: The Evolution has Begun: How AI that buys is changing everything
Machine customers are here. AI agents, autonomous procurement systems, and agentic commerce platforms are buying billions in products without human intervention - and they don't respond to brand storytelling.
Visa and Mastercard's AI agents shop for customers. Walmart's AI makes million-dollar purchasing decisions in seconds. ChatGPT Agent books holidays. Consumer advocate agents negotiate you out of gym contracts. These machine customers evaluate clear information, consistent performance, and verifiable claims faster than any human ever could.
For CX professionals, customer experience leaders, and business executives, this book reveals how to win when your customers are machines.
Drawing on exclusive interviews with Don Scheibenreif (Gartner's leading machine customer authority) and Bruce Temkin (creator of industry-standard CX metrics), plus experts from Salesforce, Qualtrics, and other industry leaders, Machine The Evolution Has Begun provides the strategic playbook early adopters are using to build competitive advantages.
You'll get practical frameworks and implementation
The Machine Customer Experience (MCX) Strategy MapFive distinct machine customer types and how to serve eachStep-by-step customer journey redesign for hybrid human-machine audiences30-60-90 day implementation roadmaps for leadersHow to build an MCX operating system in your organizationAuthor and CX Futurist Katja Forbes shows you how
Make your business discoverable to AI agents and agentic commerce platformsDesign machine-readable value propositions that win algorithmic selectionNavigate machine trust, ethics, and transparency requirementsBuild algorithmic loyalty systems that lock out competitorsExcel in the hybrid reality where you serve both emotional humans and logical machines simultaneouslyThe trillion-dollar transformation is happening now. The businesses that understand this evolution first will dominate their industries. Those that don't will become irrelevant.
Foreword by Don Scheibenreif, Distinguished VP Analyst, Gartner
Visa and Mastercard's AI agents shop for customers. Walmart's AI makes million-dollar purchasing decisions in seconds. ChatGPT Agent books holidays. Consumer advocate agents negotiate you out of gym contracts. These machine customers evaluate clear information, consistent performance, and verifiable claims faster than any human ever could.
For CX professionals, customer experience leaders, and business executives, this book reveals how to win when your customers are machines.
Drawing on exclusive interviews with Don Scheibenreif (Gartner's leading machine customer authority) and Bruce Temkin (creator of industry-standard CX metrics), plus experts from Salesforce, Qualtrics, and other industry leaders, Machine The Evolution Has Begun provides the strategic playbook early adopters are using to build competitive advantages.
You'll get practical frameworks and implementation
The Machine Customer Experience (MCX) Strategy MapFive distinct machine customer types and how to serve eachStep-by-step customer journey redesign for hybrid human-machine audiences30-60-90 day implementation roadmaps for leadersHow to build an MCX operating system in your organizationAuthor and CX Futurist Katja Forbes shows you how
Make your business discoverable to AI agents and agentic commerce platformsDesign machine-readable value propositions that win algorithmic selectionNavigate machine trust, ethics, and transparency requirementsBuild algorithmic loyalty systems that lock out competitorsExcel in the hybrid reality where you serve both emotional humans and logical machines simultaneouslyThe trillion-dollar transformation is happening now. The businesses that understand this evolution first will dominate their industries. Those that don't will become irrelevant.
Foreword by Don Scheibenreif, Distinguished VP Analyst, Gartner
382 pages, Kindle Edition
Published November 21, 2025
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