MACHINE CUSTOMERS

The Evolution Has Begun

customer experience when your best customer is not human.

Your strategic guide to the next era of customer experience where customers are bots, AI Agents and autonomous buyers

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ABOUT THE BOOK

What if your next customer didn't have a pulse, preferences, or patience for poor performance?

In Machine Customers: The Evolution Has Begun, CX strategist and futurist Katja Forbes reveals how intelligent agents, autonomous procurement systems, and logic-driven buying platforms are silently revolutionising the customer journey.

These machine customers don't respond to emotional appeals, brand storytelling, or delightful experiences. They care about clear information, consistent performance, verifiable claims, and straightforward value comparisons that can be quickly evaluated and trusted.

This book is your strategic guide to the next evolution of customer experience where success isn't purely measured by customer satisfaction, but by how easily machines can find you, understand your offering, and choose you over competitors.

"The future belongs to businesses that machines choose to do business with.”

Key Frameworks

Machine Customer Experience (MCX) Strategy Map
The 5 Machine Customer Types
Reimagining the customer journey for MCX
Measuring Machine Customer Experience
How to evolve your CX operation
30-60-90 day MCX plans for leaders and “What to do on Monday morning”

PERFECT FOR

CX leaders, product strategists, AI practitioners, and anyone preparing for a world where being "customer-centric" means being machine-readable

machine customers:

The Evolution Has Begun

The first comprehensive guide to the seismic shift that's quietly revolutionising business: the rise of AI agents, autonomous buyers, and logic-driven platforms as actual customers. While the world is firmly focussed on using AI to serve humans better, CX Evolutionist Katja Forbes reveals how to evolve to treat machines as valued customers, helping CX professionals and business leaders transform this potential threat into competitive advantage.

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“katja is one of the freshest, sharpest minds in the cx space.”

— Paula Kennedy Garcia, CX leader

“This is amazing work that helps build a set of practical actions for engaging machine customers and AI agents.”

— Don Scheibenreif, Author of “When Machines become Customers” and Distinguished VP Analyst at Gartner

About THE AUTHOR

Katja Forbes

The CX Evolutionist for the Machine Customer Era

Katja Forbes bridges the gap between traditional customer experience and the emerging world of machine customers. Since 2017, she has been pioneering the understanding of how AI agents, autonomous systems, and intelligent platforms are fundamentally reshaping what it means to be customer-centric.

She believes that the future of CX is about evolving to serve both with equal excellence. Her work focuses on helping customer centric leaders expand their expertise beyond emotional design to include the structured, verifiable experiences that machine customers require.

As a strategist who combines deep customer experience expertise with ethical AI principles, Katja challenges businesses to think beyond traditional personas and journey maps. She advocates for a new breed of leader who can design trust signals for algorithms while maintaining the human-centered principles that make great customer experiences possible.

Machine Customers: The Evolution Has Begun represents her mission to position CX professionals and customer-centric leaders at the forefront of this transformation, ensuring they drive the change rather than react to it. Based between Singapore and Australia, Forbes works with forward-thinking organisations to build the frameworks and capabilities needed for this hybrid customer future.