Price: £12.40
(as of Mar 12, 2023 15:35:22 UTC – Details)


For thousands of years, customers have been individual humans, families or organisations. But soon, intelligent software and hardware machines will start to act as customers. First they will shop for us, later they will act for themselves. You can’t take them to dinner, and they won’t fall for your slogans, but they might help grow your market – if you know how.

Companies are already being called on the phone by software that sounds like a person. Cars will buy their own fuel and tires. That smart speaker in every home can become the housekeeper and shopper for the family it serves. Get ready for the rise of machine customers.

When Machines Become Customers is the first book to lay out this profound change to business in the 21st century. Treat it as your field guide and survival manual.

From the Publisher

Waymo autonomous car

Waymo autonomous car

Billions of Machine Customers are Headed Your Way

Ready or not, AI software and IoT connected products will start to become customers. First they will be the smart buyers of products and services for humans, later they buy for themselves. You can’t take them to dinner or influence them with slogans, but you can win their business – if you know how.

What people are saying about the book

René Carayol

René Carayol

Adam Banks

Adam Banks

Ann Stone

Ann Stone

René Carayol MBE – Global Executive Leadership Coach, TV Broadcaster and Author

“The AI-driven customer landscape will soon be on every business leader’s agenda. ‘When Machines Become Customers’ is a must-read for those wanting to stay ahead of the curve, offering practical and insightful guide for actionable strategies to put you at the forefront of customer engagement in this new age.”

Board Member TSB, Board Advisor, Euroclear and Rio Tinto, Former Global CTIO, Maersk

“The age of the machine customer is coming, and with it, a major opportunity for those who can effectively be part of this new customer ecosystem. Don and Mark raise some very interesting aspects of what will be a very different, relatively near-term future.”

Ann Stone Lecturer, UBC Sauder School of Business

“The topics shared in ‘When Machines Become Customers’ are about some of the most important business conversations to be having today. They should provoke conversations in C-suites of companies of all sizes and be integrated at the university level.”

Illy coffee machine

Illy coffee machine

Connected kitchen appliances can already reorder consumables

This model of coffee maker from Illy, already offers the option to auto-reorder capsules when supplies get low. It is taking over the task of remembering to purchase from its human owner.

HP Instant Ink printer

HP Instant Ink printer

HP Instant Ink buys your cartridges for you

HP has millions of human customers who have decided to delegate the action of buying ink cartridges to their printing machine. Humans are letting go of control over buying chores like this. The machine knows better than the human, what it needs next.

Echo dot smart speaker

Echo dot smart speaker

That smart speaker in every home can become the housekeeper and a smarter buyer for the family it serves.

As intelligent assistants evolve they will learn more and more about our lives and needs. Their ability to find and compare products will often exceed the patience and attention of human shoppers. What could they buy for us? Almost anything.

Program code

Program code

Software will often be the buyer in B2B

AI software will become the expert buyer in many more B2B and industrial situations. Neural network models trained on many seasons and decades of demand data will make better forecasting and stock timing judgements.

Illy coffee machine

Illy coffee machine

HP Instant Ink printer

HP Instant Ink printer

Echo dot smart speaker

Echo dot smart speaker

Program code

Program code

Books with actionable, objective insights for executives and their teams

Books with actionable, objective insights for executives and their teams

Gartner Books

Actionable, objective insights for executives and their teams

ASIN ‏ : ‎ B0BRM2MZ2T
Publisher ‏ : ‎ Gartner Inc. (4 Jan. 2023)
Language ‏ : ‎ English
Hardcover ‏ : ‎ 233 pages
ISBN-13 ‏ : ‎ 979-8218098537
Dimensions ‏ : ‎ 15.24 x 1.98 x 22.86 cm

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