The emerging world of machine customers - Interview with Katja Forbes

Today’s episode of the Punk CX podcast features a chat I had with Katja Forbes, Author, Advisor & Keynote Speaker, about her new book: Machine Customers: The Evolution has Begun: How AI that buys is changing everything. We talk about what exactly a machine customer is, what proportion of both B2B and B2C transactions are likely to be driven by machine customers in five years time, if we are seeing Doc Searls’ Vendor Relationship Management (VRM) brought to life with this, what sort of agents will there be, who will provide them and what happens to “shopping”…..so many questions! This interview follows on from my recent interview – Responsible AI isn’t an optional layer, it must be foundational – Interviews from Pegaworld 2026 Pt2 – and is number 593 in the series of interviews with authors and business leaders who are doing great things, providing valuable insights, helping businesses innovate and delivering great service and experience to both their customers and their employees.