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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
Yesterday’s wave of press releases, coinciding with Cannes Lions 2026, tells a story that Chief Marketing Officers (CMOs) need to read carefully, because the headline…
Yesterday delivered a concentrated wave of marketing technology announcements timed to coincide with the opening of Cannes Lions that, taken together, reveal a market at…
Yesterday delivered a concentrated dose of reality for Chief Marketing Officers (CMOs) navigating the AI transformation of marketing. The day’s announcements spanning agentic AI orchestration,…
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
Agentic Commerce Protocol (ACP)
The Agentic Commerce Protocol (ACP) is an open, Apache-2.0–licensed standard co-developed and maintained by…
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,…
Buy Online, Return In Store (BORIS)
Buy Online, Return In Store (BORIS) is a retail returns model where a customer…
Average Handle Time (AHT)
Average Handle Time (AHT) is a contact center and service metric that measures the…
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
Gallagher: Navigating the Readiness Gap: Strategic Employee Communications for Enterprise Leaders
The Gallagher Employee Communications Report 2026 identifies a widening “Readiness Gap” – a disconnect between an organization’s internal communication capabilities…
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Expert Mode Articles
Hear from Thought Leaders About Marketing technology, CX, and Digital Transformation
Expert Mode: Your Brand Is Under Attack. Is Marketing Ready for the Fight?
The conversation around brand protection has fundamentally changed. What was once viewed as a defensive…
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…