MAR 19·Forrester→
When Things Go Wrong With A Commerce Task, Many Consumers Will Blame The Answer Engine
A Forrester survey across US, UK, and Canada indicates that over two out of five consumers would blame the answer engine itself if issues arise during commerce-related tasks, even over the brand or their own prompts. This suggests that as agentic commerce evolves, platforms offering native checkout experiences must address fundamental commerce requirements like inventory, delivery, and post-purchase support. Otherwise, answer engines will continue to face consumer expectations of responsibility for the full customer experience.
MAR 16·Forrester→
Do You Use AI Moderators For Customer Research? I’d Love To Hear From You
The article discusses the emerging use of AI moderators in customer research, highlighting their potential to transform qualitative research by enabling scalable insights and overcoming language and time zone barriers. The author, a Forrester analyst, is conducting research to understand how these AI tools work, their most effective use cases, best practices, and pitfalls, and is seeking input from vendors and researchers who have experience with AI-moderated interviews.
