Machines Are Customers Too
What if your next customer isn’t human? In a world increasingly run by AI, machines are rapidly becoming independent economic actors, making buying decisions without human intervention.
In her provocative talk, "Machines Are Customers Too," Katja Forbes challenges businesses to radically rethink their approach to customer experience. She unveils how traditional customer journeys, trust-building, and engagement strategies must evolve to accommodate AI-driven agents and autonomous systems as genuine customers. Leveraging her award-winning expertise in CX innovation, Katja delivers a compelling vision of the near future: one where the customer is code, and loyalty is algorithmic.
This bold session isn’t just speculative. Katja provides actionable frameworks and a clear roadmap, empowering leaders to adapt, innovate, and harness this shift as a powerful engine for growth. Prepare to rethink everything you know about your customers. The future is here…machines are buying.
Katja Forbes
Katja Forbes is a fearless CX innovator and award-winning leader who consistently challenges the boundaries of customer experience and AI. Named one of Westpac/AFR’s “100 Women of Influence” and ranked among CX Network’s Top 20 CX Leaders in AI and Financial Services, she boldly transforms traditional corporate cultures into dynamic, client-centric powerhouses. As Executive Director at a global bank, Katja expertly blends human-centered design with cutting-edge technology, establishing her organisation as a global thought leader. An outspoken advocate for women in leadership, her compelling voice, sharp insights, and magnetic on-camera presence make her an industry standout.