Jay Pattisall — VP and Principal Analyst, Forrester
Published:
If you look at efficiency, productivity, and performance, not only as the types of value, but as almost like a maturity curve, leaders can look at the use cases that you’re using AI for and what is that delivering?
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-if-you-look-at-efficiency-productivity-and-performance-no