JP
Pundit
Jay Pattisall
3 receipts • Tracked since Apr 2026
Forrester VP, principal analyst; agencies and AI.
Affiliations
No firm affiliations on record.
— Filed —
3 receipts
2026
3 predictions- Feb 9, 2026Partially right.“Enter the new ABCs of marketing: Business-to-Agent now joins Business-to-Business and Business-to-Consumer to form the future of content creation and consumption.”
AI agents have become a stable and central audience in content creation and consumption, supporting the substantive part of the prediction. However, the framing of B2A as a universally adopted 'ABC of marketing' is largely confined to thought leadership and analyst circles, rather than widespread industry classification, by mid-2026.
- Jan 13, 2026Too early to tell.“Not tomorrow, not next month, but in the not-so-distant future, there are going to be more options for enterprise marketers to choose from as a result of the private-equity investments in what we historically call independent digital agencies.”
Filed for tracking. Outcome to be evaluated as the timeline plays out.
- Jan 13, 2026Too early to tell.“It’s absolutely signifying a shift towards media and technology scale as key foundational elements for what the legacy holding companies will reorganize around.”
Filed for tracking. Outcome to be evaluated as the timeline plays out.