As AI becomes part of how customers search, compare, decide and act, organizations face a new strategic question: how do you remain relevant, trusted and valuable when intelligent systems increasingly shape the customer relationship? In Rethinking the customer in the age of AI, KPMG explores the rise of the agentic customer and the shift from customer journeys to intelligent systems of trust, relevance and value. The publication shows what this means for customer strategy, brand, governance and the front office and where leaders can start.
Rethinking the customer in the age of AI
Driving the shift from journeys to intelligent systems of trust, relevance and value
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