Katja Forbes

Katja Forbes, Executive Director at Standard Chartered Bank and design leader, discusses the emerging world of machine customers. She explains why businesses must prepare for AI agents and autonomous vehicles acting as customers. Key insights include the importance of making value propositions machine-readable and establishing trust through quantifiable metrics. Katja also highlights that new roles like trust analysts will be vital in this landscape and warns about the ethical implications of agentic commerce. Small businesses can start by structuring their data to be machine-readable.