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Forrester’s Chuck Gahun on AI agents as decision makers in the buyer’s journey
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
AI agents now sit on both sides of the transaction. They rank the information that shapes a purchase, they buy on a person’s behalf, and…
Yesterday’s wave of martech and AI announcements tells a story that is more complicated—and more consequential—than the vendor headlines suggest. The central theme is not…
Three reports landed this week from the big enterprise-intelligence shops, and read side by side they tell one story. AI is doing more than changing…
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
Intuit Mailchimp
Intuit Mailchimp is an all-in-one marketing platform designed primarily for small and medium-sized businesses…
Thompson Sampling
Thompson Sampling, also known as Bayesian Bandit or posterior sampling, is a probabilistic algorithm…
E-commerce
E-commerce (Electronic commerce) is the process of buying and selling goods or services online.…
Multi-Armed Bandit (MAB) Testing
A Multi-Armed Bandit (MAB) is a mathematical framework and decision-making algorithm used to model…
Data Axle
Data Axle is a cloud-based data platform that provides comprehensive B2B and B2C data,…
Average Handle Time (AHT)
Average Handle Time (AHT) is a contact center and service metric that measures the…
Buy Online, Return In Store (BORIS)
Buy Online, Return In Store (BORIS) is a retail returns model where a customer…
Amperity
Amperity is an AI-powered Customer Data Platform (CDP) that enables enterprises to unify fragmented…
Problem First Approach (PFA)
The Problem First Approach (PFA) is a decision-making and problem-solving methodology that emphasizes identifying…
Product Listing Page (PLP)
A Product Listing Page (PLP) is the page type in an e-commerce experience that…
Perceived Ease of Use (PEOU)
Perceived Ease of Use (PEOU) is a core construct in the Technology Acceptance Model…
Customer Journey Taxonomy
Customer Journey Taxonomy is a structure of categories that organizes systems, content, and data…
Latest Research
The more recent insights, trends, and stats to guide your work
Zappi: Defining the Future of Advertising in AI Assistants: Insights for Enterprise Leaders
Lines in the Sand, by Zappi Research, surveyed early adopters—the leading edge of consumer behavior—to provide essential guidance for senior…
More Industry News
Articles on MarTech, AI, & Customer Experience
Change Management When Implementing AI in Traditional Industries
Getting buy-in from skeptical teams and what actually drives adoption
Expert Mode Articles
Hear from Thought Leaders About Marketing technology, CX, and Digital Transformation
Expert Mode: Why Your Marketing OS Needs a Reboot in the Age of AI with Moburst CEO Gilad Bechar
The new central question is no longer “How do we rank?” but “How do we…
Expert Mode: The Unseen Foundation of AI-Powered Marketing
In our rush to harness these new capabilities, we often overlook the very foundation upon…
Expert Mode: Beyond the Search Bar: Navigating the New Era of Distributed Intent
For marketing leaders, the challenge isn’t just about learning a new tool; it’s about unlearning…
Expert Mode: Your AI Ambitions Are Being Held Hostage by Your Legacy Tech
The technical debt accrued over decades is now coming due, with interest. New research from…