Chuck Gahun — Principal Analyst, Forrester
Published:
There’s a duality that exists between human consumers and AI agent consumers… We’re driven by emotion. They’re obviously machines, so they’re driven by logic. We’re shaped by identity, like who we are as individuals, and they are shaped and built by value… We are influenced by trust and relationships. They are influenced by trust and context… We browse in deterministic experiences… Well, AI agents, answer engines, these are all non-deterministic experiences.
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-theres-a-duality-that-exists-between-human-consumers-and-ai