Chuck Gahun — Principal Analyst, Forrester
Published:
This is a traditional content strategy business case in really what would be more of a white space frontier for your brand… This is not about tech implementations. This is about taking the tech you have and building your content strategy… build a content program. That’s the business case. It’s not for tech investment. It’s more for a broad content program that drives measurable results for your business over time.
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-this-is-a-traditional-content-strategy-business-case-in-real