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Forrester’s Chuck Gahun on AI agents as decision makers in the buyer’s journe
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;…
Up-to-the-Minute Analysis
Insights from the last 48 hours
Yesterday’s wave of announcements tells a story that vendor headlines obscure: agentic AI is no longer simply a roadmap item, as it is actively being…
Cannes Lions amplified yesterday’s announcement volume, but stripping away the festival backdrop and vendor superlatives reveals three concrete signals that Chief Marketing Officers (CMOs) cannot…
Yesterday was dominated by Cannes Lions, and the press release volume that always accompanies it. But stripping away the festival backdrop and the vendor superlatives,…
From the creators of The Agile Brand with Greg Kihlström® podcast, and the internationally best-selling The Agile Brand Guide® series of books on marketing technology topics, we're here to give marketers information and insights to make better decisions.
Martechipedia™ Wiki
The marketing wiki with everything you need to know:
Most popular terms
Technology Adoption Model (TAM)
The Technology Adoption Model (TAM) is a theoretical framework that explains how users come…
Bronze, Silver, and Gold Data Layers
The Bronze, Silver, and Gold Data Layers are a multi-tiered data architecture approach used…
Significance (σ or Sigma)
Significance in statistics refers to the measure of how far a result deviates from…
Content Marketer
A content marketer is a creative professional who is responsible for creating, managing, and…
Conversion Rate (CR)
Conversion Rate (CR) is a fundamental metric in digital marketing used to measure the…
Business Unit (BU)
A Business Unit (BU) is a distinct subdivision within a larger company that operates…
Line of Business (LOB)
Line of Business (LOB) refers to a category within a company that deals with…
Qualtrics XM Platform
Qualtrics XM Platform is a comprehensive experience management (XM) platform that helps organizations collect,…
Business Value Pyramid
One way to look at business value is by using the Business Value Pyramid…
Customer Lifetime Value (CLV)
This is a calculation of the total value of a customer over their entire…
Population Stability Index (PSI)
Population Stability Index (PSI) is a univariate drift metric that quantifies how much a…
Compound Annual Growth Rate (CAGR)
The Compound Annual Growth Rate (CAGR) is a financial metric used to measure the…
Latest Research
The more recent insights, trends, and stats to guide your work
Lippincott: Navigating the Contradictions: Essential Strategies for the Modern CMO in 2026
CMO Outlook 2026, a global study of over 500 marketing leaders by Lippincott and Bloomberg Media reveals critical tensions that…
More Industry News
Articles on MarTech, AI, & Customer Experience
The Merchant Side of Trust in Agentic Commerce
The Brand Visibility for Agentic Commerce framework has, until now, treated trust as something a brand emits — the structured…
Expert Mode Articles
Hear from Thought Leaders About Marketing technology, CX, and Digital Transformation
Expert Mode: The Evolving Role of the Digital Front Door in the Age of AI
This shift from a central destination to a distributed digital presence requires more than just…
Expert Mode: Dismantling the Hidden Tax on Marketing Workflows with Intuit Mailchimp’s Ose Amiegheme
Every marketing leader is familiar with the hidden tax. It’s not an entry on a…
Expert Mode: From Predictive Insights to Autonomous Action: The Rise of Agentic AI
More recently, generative AI has captured the collective imagination, promising to streamline content creation, from…
Expert Mode: Beyond the Transaction: Building a Resonant Brand in Fintech with Alexandra Westfal, COLIBRIX ONE
The world of fintech, and B2B technology more broadly, presents a unique branding paradox. On…
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