The Rise of Machine Customers: A New Frontier in AI-Driven Commerce
CEOs and senior business executives expect 21% or more of their revenue to come from machine … [+]
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The future of business is rapidly shifting as machine customers become an increasingly integral part of the global economy. According to Gartner, by 2030, these AI-driven systems are expected to generate at least 21% of revenue for many companies. This paradigm shift marks a significant transition, moving us towards a future where machines are not just tools but independent economic actors capable of making autonomous purchasing decisions.
Nine Billion Internet-Connected Devices Set to Transform Business
By 2028, an estimated nine billion internet-connected B2B products, often referred to as Internet of Things (IoT) devices, will have the potential to become machine customers. These IoT devices represent a specialized subset of AI agents — designed specifically to buy goods, negotiate transactions, and influence business decisions autonomously. This development will reshape how businesses operate, requiring new strategies and technologies to navigate this changing landscape.
Gartner highlights “Phase One” examples such as HP Instant Ink, Amazon Dash Replenishment and … [+]
Used With Permission: Don Scheibenreif, Gartner
Early examples of machine customers include HP Instant Ink, which automatically replenishes printer cartridges, and Amazon Dash Replenishment, which reorders everyday items such as groceries and household essentials. Further advancements in IoT technology will enable more sophisticated behaviors, such as Tesla’s automobiles, which can perform limited functions as co-customers on behalf of their owners. These developments hint at the potential future where machines will play an even more significant role in commerce.
The Role of Machine Customers in the Economy
Machine customers are set to have a profound impact on the global economy. Gartner’s projections indicate that by 2030, these AI-driven systems will directly influence or participate in $30 trillion worth of purchases. Additionally, digital revenue fees from machine-customer-based brokerage services are expected to exceed $100 million by 2026, as IoT products begin to sell shared services on behalf of their owners. Such figures underscore the significant financial opportunities presented by machine customers, positioning them as a key driver of future economic growth.
According to Don Scheibenreif, a leading expert in the field, the transition towards machine customers is inevitable. Scheibenreif states, “Ten years ago, the focus was on IoT. Then in 2018, my co-author Mark Reskino and I realized we had enough research notes for a book. He agreed, and we started writing it. In the course of that, we switched from ‘thing customers’ to ‘machine customers’ because that’s what they were. A machine customer is basically a non-human economic actor that obtains goods or services in exchange for payment.” Scheibenreif’s perspective highlights the evolution of terminology and understanding in this emerging field.
Business leaders recognize the urgency of preparing for this future. Scheibenreif shared in a recent interview that, “Over 50% of CEOs plan to have a strategy in place within the next two years to deal with machines as being part of the buying or selling process.” This level of strategic focus by top executives demonstrates the high stakes involved in adapting to the rise of machine customers.
The Challenges Ahead: Preparing for AI Buyers
While business leaders understand the importance of preparing for machine customers, many companies remain unprepared. The traditional methods used by marketing departments, such as emotional appeal, are ineffective for AI-driven buyers. Scheibenreif explains, “The traditional tricks that marketers use won’t work on machines. You have to rethink your entire approach. A brand for a machine will be different than a brand for a human. The machine’s going to care about: Is the product available when I need it? What’s the pricing? What is your environmental record? What is your DEI record?” Marketers will need to adjust their strategies to focus on metrics that matter most to machines.
Further complicating the transition is the lack of skilled personnel. Sirte Pihlaja, one of Europe’s first certified customer experience professionals, highlights a critical challenge facing many businesses: “Companies struggle to leverage AI for customer and employee experience, primarily due to skills gaps and slow AI literacy upskilling efforts.” Pihlaja, who is also a top AI leader in customer experience, recommends retraining and upskilling employees to ensure they can effectively integrate AI into their operations.
Key Strategies for Adapting to Machine Customers
To successfully adapt to a future dominated by machine customers, businesses must take proactive steps. One critical area is content optimization. Pihlaja emphasizes the importance of rewriting content to meet the scanning, analyzing, and executing processes of AI-driven agents. “Marketing teams play a critical role in this transition, as content must be rewritten with machine customers in mind, ensuring that AI-driven agents can find, interpret, and act upon information efficiently.”
Beyond content optimization, businesses need to redesign customer journeys to accommodate both human and AI decision-makers. This requires ensuring that products, services, and transactions are optimized for machine customers. Pihlaja concludes, “The key to success lies in convenience. Customers should be able to buy seamlessly through their digital assistants. This requires redesigning customer journeys to accommodate both human and AI decision-makers.”
Adaptability is crucial. Pihlaja advises, “Decision-makers also hesitate between technologies, failing to realize that ensuring rapid adaptation capability is now more essential than choosing the ‘right’ technology at this point.” Businesses must be prepared to evolve and pivot as technology advances, rather than being locked into specific solutions.
A New Era of Commerce
The rise of machine customers marks the beginning of a new era in commerce. These autonomous AI systems will play an increasingly important role in automated buying decisions in the near future, driving significant changes in how businesses operate. While there are challenges to overcome, the potential benefits are immense. Businesses that are bold enough to adapt will be well-positioned to capture a trillion-dollar opportunity.
The conversation around machine customers is just beginning, and there is much to be explored. As technology continues to evolve, so will the role of AI in commerce. The future is here, and companies must act now to prepare.
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