What It Means: A Forrester Podcast Defining AGI, Measuring AI Search, Agency Swirl Continues
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Sep 18, 2025 Brian Hopkins, Forrester VP of Emerging Technology, defines AGI as autonomous software that learns across domains. He discusses self-learning models and the implications for workforce strategies. Jay Padasol, Forrester VP and analyst, outlines how AI is transforming agency business models from labor-based services to automated platforms. He highlights concerns among CMOs regarding agency distractions and previews predictions for the agency landscape in 2026, including consolidation trends and the growth of independent firms.
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Practical Definition Of AGI
- AGI is defined as software that autonomously pursues goals across domains by learning, collaborating, and building tools.
- This practical definition avoids conflating AGI with Hollywood-style superintelligence and enables measurable stages.
Three Measurable AGI Capabilities
- Progress toward AGI groups into three measurable capabilities: self-learning, collaboration, and tool-building.
- Examples include liquid neural nets, evolving models, improved intuitive collaboration, and AIs writing software tools themselves.
Start Workforce Upskilling Now
- Do upskill your entire workforce now so everyone understands emerging agentic systems and their roles.
- Balance learning from early agent experiments rather than abandoning efforts because of trust-tax overheads.