Selling to AI: Identify Your AI Customer

AI systems are already searching, comparing, and purchasing—often without human involvement. But selling to AI requires a fundamentally different approach.

In this hands on Innovation Garage workshop, Katja Forbes introduces five distinct types of AI customers based on her Machine Customer Experience (MCX) framework and their underlying decision logic. Using a Machine Customer Canvas, participants will identify which AI customer type they are targeting.

Participants will learn how to:

• Recognise different AI customer types

• Understand how AI evaluates trust, value, and risk

• Adapt sales and go to market strategies for machine decision makers

This practical session moves beyond personas and storytelling, focusing instead on clarity, signals, and system compatibility. Participants leave with a completed canvas and a foundation for an actionable strategy.