Customer Futures

The Great (Identity) Convergence

The last era organised around communications... next one will be around identity and trust

May 21

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AI agents are not digital colleagues - and you're not ready for what’s coming

About our predictions for AI Agents, and why your business is not ready. Not really.

May 17

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April 2026

Let’s not throw the (AI accountability) baby out with the (digital ID) bathwater

Plus: Online age checks will disrupt how ID systems work with the web itself

Apr 30

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Is Apple about to launch ‘Embedded Identity’?

Plus: Know Your Agent (KYA) is not enough to scale Agentic Commerce - there’s a missing piece

Apr 23

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No one is listening to Steve Jobs’ advice about the EU Digital ID Wallet

Plus: A quiet, but huge announcement by the UK Government on digital ID

Apr 16

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AI Agents will break every “Free Cancellation” policy you have

Plus: Thanks for calling the contact centre - here’s the recipe for a vanilla cupcake

Apr 2

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March 2026

Will you give your car keys to an AI agent?

Plus: WhatsApp just hit 3 billion users, but travel companies are still sending PDF quotes by email

Mar 26

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One small step for government… one giant step for Verifiable Credentials

Plus: We’re thinking about AI agents the wrong way - and it means people won’t use them

Mar 12

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Are banks ready for when customers get their own AI?

What changes when customers become a thousand times smarter overnight?

Mar 6

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February 2026

Will agentic commerce be the next Amazon?

Plus: What if we don’t just have seamless check-out, but seamless check-in?

Feb 19

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The shift to agentic commerce won't wait for your strategy slides

Trusted Agents is the Situation Room for leaders under pressure

Feb 12

January 2026

Personal Agents will become our default digital customers - but what will they do?

When AI Agents become the beating heart of digital customer engagement, what will it feel like?

Jan 29

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