Rachel Orston — Chief Customer Officer, Instructure
Published:
Anyone can buy the technology. What they can’t buy is the human relationship, and that’s where trust, connection, and retention are won or lost.
What does Rachel Orston say on The Agile Brand podcast?
Rachel Orston, Chief Customer Officer, Instructure, says: Rachel Orston, Chief Customer Officer at Instructure, explains why competitive advantage in an era of accessible AI comes from human relationships and purposeful change management rather than the technology itself. She advises automating administrative drudgery, focusing AI on real pain points, and measuring success by meaningful customer outcomes in education and beyond, emphasizing trust, implementation effort, and ongoing value.
From: The Agile Brand podcast
Cite as: Rachel Orston. (2026). On The Agile Brand podcast. Retrieved from https://research.agilebrandguide.com/insights/rachel-orston-anyone-can-buy-the-technology-what-they-cant-buy-is-the-hu