Chuck Gahun — Principal Analyst, Forrester
Published:
And what we found through the research is that agents are looking for three things. They’re looking for context, they’re looking for fluency, and they’re looking for trust… Fluency is about, you know, I feel, I can’t help but feel like we got really creative in certain places with product names and descriptions… agents don’t, they need to be able to reconcile you within your sector in the same language that everybody else in your sector is using. So that creativity needs to be standardized.
What does Chuck Gahun say on The Agile Brand with Greg Kihlström?
Chuck Gahun, Principal Analyst, Forrester, says: This interview with Forrester Principal Analyst Chuck Gahun examines the shift toward AI agents as decision-makers in the buyer’s journey and introduces Generative Engine Optimization (GEO) as a distinct practice. Gahun outlines the dual audience marketers must address—emotional human consumers and logic-driven machine agents—and prescribes a content-centered operational approach based on context, fluency, and trust, arguing that brands should build long-term content programs rather than chase short-term tech bets.
From: The Agile Brand with Greg Kihlström
Cite as: Chuck Gahun. (2026). On The Agile Brand with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/chuck-gahun-and-what-we-found-through-the-research-is-that-agents-are-lo