Chuck Gahun
VP, Principal Analyst
Author Insights
Blog
How Adobe Adapted To ChatGPT And Gemini Reshaping B2B Buying
To me, the most interesting part of Adobe’s customer zero story is that when AI disrupted how buyers learn, Adobe couldn’t buy a solution because the solution didn’t exist yet. This is a story of marketing and technology leaders adapting an operating model under pressure and feeding those lessons back into products. At Adobe Summit, […]
Blog
How To Maximize Value — And Minimize Risks — Of AI Assistants In Commerce Software
As commerce vendors embed genAI assistants into their platforms, digital leaders must balance productivity gains against growing governance risks to ensure that AI-generated work remains visible, auditable, explainable, and aligned with organizational policies.
Hear more from Chuck Gahun
Upcoming Webinars
Check back soon for upcoming webinars.OnDemand Webinars
Check back soon for on-demand webinarsBlog
When Algorithms And LLMs Become Sellers, Your Commerce Strategy Must Change
Distributed commerce is here — and is already reshaping how consumers discover and buy. Learn what you need to do to achieve long-term success and profitability.
Blog
AI Agents Are Your New Customer, But Can You Target And Grow Their Trust In Your Brand?
AI agents are forcing change to marketing strategies. Learn how to get ahead of the shift.
Blog
Redesign B2B2C Digital Strategy For The AI Era
AI is compressing consumer discovery, decision-making, and service into fewer, faster, and increasingly invisible moments. Answer engines and AI agents now decide what customers see — or don’t. Long-standing assumptions about how brands (the first “B”), intermediaries (the middle “B”), and customers (the “C”) create value no longer apply. Rather than layer AI onto existing […]
Blog
Attend Forrester’s Agentic Commerce Workshop To Ensure That You’re Asking The Right Questions About Agentic Commerce
Are you asking the right questions about agentic commerce? Join us at Forrester’s CX Forum East (NYC) and West (San Francisco) in June for our workshop, “Catalyze Agentic Commerce — How To Move From FOMO To Focus.”
Blog
As Agentic Commerce Emerges, Services Providers Are Rewriting Commerce Playbooks End To End
The Forrester Wave™: Commerce Services, Q1 2026 reveals how commerce services providers are rewriting long-standing commerce strategy playbooks and prompting business leaders to reach today’s buyers through AI-powered commerce transformations.
Blog
Machines Are Your Content’s New Audience
As AI accelerates and agentic systems begin to orchestrate more digital journeys, machines are simultaneously content creators and — in deciding what buyers see — a primary content consumption audience. Learn what this means for the future of content.
Blog
Manage The Emerging Costs Of Agentic Commerce By Taking A Cue From Drop-Shipping Strategy
The costs of selling in answer engines — like many things related to agentic commerce — are not entirely clear. Understand the steps to crafting a strategy to integrate agentic commerce into your business operations.
Blog
Agentic Commerce’s Success Centers On Overcoming Key Frontiers In Consumer Trust
Google has entered the agentic commerce race and is now racing against OpenAI for advantage. Yet consumer trust still lags.
Blog
Forrester Analyst Takes For Digital Content In 2026
Digital content will continue to be shaped by enterprises both investing in and looking to gain practical business value from genAI solutions. Here’s how we foresee digital content evolving.
Blog
The Race To Agentic Payments: Where We Are Now In US B2C E-Commerce
This blog answers five key questions about agentic payments and provides a timeline of key events in agentic commerce and AI-assisted payments.
Blog
Is Agentic Commerce A Thing?
Learn what agentic commerce means and how it impacts commerce experiences for customers today.
Blog
A Holiday Season Gift-Wrapped In Agentic Commerce
Introducing The OpenAI Product Feed Spec Four weeks before answer engines freeze training data for Black Friday sales, OpenAI has released its Product Feed Specification — the structured data model for merchants who want to sell products directly in ChatGPT with Instant Checkout. This is part of the larger infrastructure — Agentic Commerce Protocol — […]
Blog
Brand Manufacturers: Explore Dynamic Commerce Before Retailers Eat Your Lunch!
For brand manufacturers, the contextualized interactions enabled by dynamic commerce are becoming a blueprint for growth. Learn how to leverage this now to maintain a competitive edge.
Blog
Your Competition Is Using New Commerce Transformation To Siphon Your Customer Base
As the commerce landscape quickly evolves and shows new potential, The Commerce Services Landscape, Q3 2025, can help you identify and shortlist the vendors that can best drive your commerce transformation.
Blog
Europe-5 Markets Chart Their Own Path To Commerce Growth
By front-loading exports and remaining largely insulated from US tariffs in H1 2025, Europe-5 (France, Germany, Italy, Spain, and the UK) businesses are planning for 10% US tariffs on many UK goods and 15% US tariffs on many EU goods for the next several years.
Blog
Ready Your Commerce Strategy For Growth Through Volatility
Learn three distinct and emerging commerce strategies that guide leaders amid volatility in this preview of a new report.
Blog
Beyond Headless And Composability: The Era Of Agentic Content Management Arrives
The Forrester Wave™: Content Management Systems, Q1 2025, reveals a transformed field of third-generation CMSes that are delivering new business value through (1) generating AI-powered content variants at scale and (2) AI agents to enhance content teams’ interactions with digital content.
Blog
Providing A DXP That Is Composable
Learn the attributes of a composable digital experience platform and how it differs from a content management system.
More posts