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Machine Customers: The Evolution Has Begun
What if your next customer didn't have a pulse, preferences, or patience for poor performance?
In Machine The Evolution Has Begun, CX Evolutionist Katja Forbes reveals how intelligent agents, autonomous procurement systems, and logic-driven buying platforms are silently revolutionising commerce. This trillion-dollar transformation is happening now, not in some distant future.
Visa and Mastercard’s AI agents are shopping for customers. Walmart’s AI procurement makes million-dollar purchasing decisions in seconds without human intervention. Consumer advocate agents negotiate you out of your gym contracts. ChatGPT Agent will plan and book your holidays. These machine customers don’t respond to emotional appeals or brand storytelling. They evaluate clear information, consistent performance, and verifiable claims faster than any human ever could.
Every business leader should be asking the same "How do we stay competitive when our customers are machines?" Forbes provides the answer. 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, this book reveals the strategic playbook early adopters are using to build competitive advantages.
The book transforms abstract concepts into Monday-morning implementation through original the Machine Customer Experience Strategy Map, five Machine Customer types, and step-by-step guidance for redesigning customer journeys that win both human hearts and machine logic. There are 30-60-90 day plans for leaders and advice on how to set up a machine customer experience operating system in their organisation.
Forbes shows leaders exactly how to make their businesses discoverable to AI agents, design machine-readable value propositions, navigate machine trust and ethics, and build algorithmic loyalty systems that lock out competitors.
PLEASE When you purchase this title, the accompanying PDF will be available in your Audible Library along with the audio.
In Machine The Evolution Has Begun, CX Evolutionist Katja Forbes reveals how intelligent agents, autonomous procurement systems, and logic-driven buying platforms are silently revolutionising commerce. This trillion-dollar transformation is happening now, not in some distant future.
Visa and Mastercard’s AI agents are shopping for customers. Walmart’s AI procurement makes million-dollar purchasing decisions in seconds without human intervention. Consumer advocate agents negotiate you out of your gym contracts. ChatGPT Agent will plan and book your holidays. These machine customers don’t respond to emotional appeals or brand storytelling. They evaluate clear information, consistent performance, and verifiable claims faster than any human ever could.
Every business leader should be asking the same "How do we stay competitive when our customers are machines?" Forbes provides the answer. 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, this book reveals the strategic playbook early adopters are using to build competitive advantages.
The book transforms abstract concepts into Monday-morning implementation through original the Machine Customer Experience Strategy Map, five Machine Customer types, and step-by-step guidance for redesigning customer journeys that win both human hearts and machine logic. There are 30-60-90 day plans for leaders and advice on how to set up a machine customer experience operating system in their organisation.
Forbes shows leaders exactly how to make their businesses discoverable to AI agents, design machine-readable value propositions, navigate machine trust and ethics, and build algorithmic loyalty systems that lock out competitors.
PLEASE When you purchase this title, the accompanying PDF will be available in your Audible Library along with the audio.
Audible Audio
Published December 24, 2025
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April 20, 2026
Machine Customers: The Evolution Has Begun by Katja Forbes is a forward looking business and customer experience strategy book focused on the rise of AI-driven purchasing systems and autonomous decision making agents.
The book explains how “machine customers” are reshaping commerce, from AI procurement systems to algorithmic buying agents, and what this shift means for businesses that traditionally optimize for human behavior. It blends industry insights, expert interviews, and practical frameworks for adapting customer experience strategies to a machine mediated marketplace.
This is best suited for business leaders, CX professionals, and strategists interested in AI disruption, digital transformation, and the future of customer experience.
The book explains how “machine customers” are reshaping commerce, from AI procurement systems to algorithmic buying agents, and what this shift means for businesses that traditionally optimize for human behavior. It blends industry insights, expert interviews, and practical frameworks for adapting customer experience strategies to a machine mediated marketplace.
This is best suited for business leaders, CX professionals, and strategists interested in AI disruption, digital transformation, and the future of customer experience.
Displaying 1 of 1 review