Forrester: AI agents can't turn grand promises into decisions; customer strategy must be codified as rules
According to a Forrester blog post, goals such as keeping customers happy give an agent no direction; until now, employees have filled that gap with their own judgment.
What's happening
According to a Forrester blog post, AI agents cannot work out on their own which of two conflicting demands should take priority. Nor can they draw meaning from grand promises such as keeping customers happy; they need explicit instructions. The post says employees have filled these gaps with their judgment for years; agents will expose every one of them.
Whose desk it lands on
The executive responsible for customer experience strategy. Which rule will tell an agent when customer value comes before profit margin?
Our view
The CX Brief's interpretation, not a claim made by the source.
Once an agent is deployed, the strategy will be truly tested for the first time. Employees used their own judgment every day to turn a vague goal into action; for an agent, that interpretation has to be written down. Every answer that isn't put in writing remains a gap for the agent.
