Machine Customers: The Evolution has Begun

‘A wake-up call for leaders. This book forces us to look beyond the human-only lens of customer experience and prepare for a hybrid world of people, bots, and autonomous decision-makers.’

Jay Dutta, Global Head of User Experience, Deutsche Bank and Founder, DesignUp Conference - Bengaluru, India

‘I absolutely love this work from Katja Forbes. She explores a key dimension of CX: What does CX look like for a Machine Customer? Since AI agents don’t have emotions, the building blocks of experience will be very different. This means your approach to CX will be very different.’

Don Scheibenreif, author of When Machines Become Customers and Distinguished VP Analyst at Gartner - Mission Viejo, California, US

‘Katja is one of the freshest, sharpest minds in the CX space.’

Paula Kennedy Garcia, Chief Client Officer, UK and Ireland and Managing Director, Ireland, Capita - London, UK

‘A completely novel insight into the new world we are just entering … a world where we already anticipate humans and AI-controlled machines, but Forbes takes us to a new and surprising place: the world where intelligent machines collaborate to build a new kind of economy.’

Peter Schwartz, Chief Futurist, Salesforce - San Francisco, US

Katja Forbes is a globally recognised customer experience strategist and futurist who has been exploring the intersection of AI and customer experience since 2017, before it was mainstream. Named as one of the Top 20 Global CX Leaders in AI and Global Top 20 CX Leaders in Financial Services by the CX Network, she combines deep industry expertise with forward-thinking innovation.

Recognised by CMO Australia as “an Australian pioneer in the field of experience management and design,” Forbes brings a unique blend of strategic expertise and communication excellence.

As media-trained spokesperson for Standard Chartered Bank on machine customer topics, Forbes provides background briefings for journalists covering AI transformation in financial services. She serves as Chairperson of CX Asia Conference and Customer Experience Live globally, leading the industrys premier forums across Middle East, Asia, and UK.

Her leadership has been recognised with multiple Gold Winner awards for Best Customer Experience Team and Best Use of Mobile (CX Asia 2024), and she was honoured in the Australian Financial Review/Westpac 100 Women of Influence awards. Previously recognized as one of the Top 50 Australian Professionals and Top Ten Women Entrepreneurs in Australia, her insights have been featured on Mind the Product Podcast, CX Unlocked Podcast, Australian Design Radio, and across business publications including CMO Australia, B&T Magazine, Marketing Magazine and Kochies Business Builders.

Based between Singapore and Australia, Forbes combines deep CX expertise with ethical AI principles to help businesses prepare for a world where their most valuable customers might not be human. Machine Customers: The Evolution Has Begun represents her comprehensive framework for this transformation, developed through years of research, industry interviews, and practical implementation with forward-thinking organisations.