Jay Pattisall — VP and Principal Analyst, Forrester
Published:
As the consumer experience changes as a result of AI, the metrics are going to have to start to change.
What does Jay Pattisall say on The Agile Brand with Greg Kihlström?
Jay Pattisall, VP and Principal Analyst, Forrester, says: In this episode Jay Pattisall, VP and Principal Analyst at Forrester, explains how AI creates a network effect in marketing that amplifies human teams to deliver cheaper, faster, and better outcomes by breaking silos and enabling cross-functional collaboration. He outlines a triad of value—efficiency, productivity, performance—as a maturity framework for assessing AI use cases, recommends experimenting and evolving KPIs as consumer experiences shift, and emphasizes using AI to augment rather than replace human expertise.
From: The Agile Brand with Greg Kihlström
Cite as: Jay Pattisall. (2026). On The Agile Brand with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/jay-pattisall-as-the-consumer-experience-changes-as-a-result-of-ai-the-me