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I'm currently an analyst at Forrester Research, helping brands build AI-enabled marketing…
Articles by Peter
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Inflection Points
Inflection Points
When’s the last time you paused to think through your career: where you’ve been, where you are, and where you’re going?…
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Shopping is fundamentally social
Shopping is fundamentally social
If there’s one lesson the world can agree on from the coronavirus pandemic, it’s that humans need face-to-face contact.…
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Digital Transformation: easy to say, hard to do
Digital Transformation: easy to say, hard to do
DIGITAL: WHERE WE’VE BEEN Ten years ago, I wrote the post coining the term “social business” to describe a growth…
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Peter Kim shared thisI've joined Mike's CMO-focused research team at Forrester, covering the evolution of AI in marketing organisations. For more detail, watch the video below. You can also find me here: https://lnkd.in/endrvj-yPeter Kim shared this"How should I restructure my marketing team?" TBH, I've never loved that question because most of the time, the org chart wasn't the root problem. AI changes that. In Forrester's Q3 CMO Pulse Survey, 38% of B2C marketing executives said process redesign and workflows are among their most significant AI investment areas. And perfect timing: After 18 years away, we welcome Peter Kim back to Forrester. Honestly, there isn't a better guide to help CMOs design their AI-enabled marketing org. Let's go! cc: Keith Johnston Emily Collins Dipanjan Chatterjee Jess Lloyd Jay Pattisall Kate Winick Eric Epstein Jen Sanning Tyler Castro Jordan Brodeur #CMO #MarketingOrg #B2CMarketing
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Peter Kim shared thisMy friend Kate Niederhoffer taught me the meaning of "just noticeable difference" (JND): the smallest possible difference between two stimuli detectable at least half of the time. AI models are constantly evolving. Frontier models have cyberhacking autonomous agents and are solving intractable math problems. However, most of us are using AI for more mundane tasks like editing email drafts, researching holiday destinations, or researching travel options. In March 2026, I asked Gemini, Claude, ChatGPT, and Copilot to do something I thought AI would be better at than humans: analyse a data set (TfL's Elizabeth Line timetable) and return a specific answer: "provide a summary of all trains that depart from Tottenham Court Road and arrive at Heathrow Terminal 3 by 8 am on weekdays." All four got it wrong -- the first three answers were 05:48 am - 06:30 am, 05:53 am - 06:37 am, and 06:08 am - 06:52 am. This failure illustrated an AI weakness in interpreting spatial layouts, applying time reasoning, and lacking additional context that most humans take for granted (e.g. each column represents an individual train). The sentence above is past tense, because in August 2026 I used the same prompt in the same model and received the correct answer: 05:48-06:22, 05:58-06:30, 06:03-06:37. The JND is difficult to notice unless you track changes over time. For a more extensive illustration of this, check out Ethan Mollick's Harbor Town AI.1️⃣ As we reach the end of summer holidays and start on 2027 budgets, this matters. Marketers who plan AI investments using the same approach as any other year will be living in a world of regret. Planning based on today's AI capabilities risks missing out tomorrow's emergent opportunities. Success requires a joined-up approach from the CMO, CIO, and CFO around business applications, technology openness, and budget flexibility. CEOs must resist reductive thinking, as difficult as it is to promise a number and build board confidence without knowing exactly how you'll deliver. Note the big headlines, but pay close attention to the small differences in your daily AI usage. It might be worth repeating yourself, just to see what's changed. The more difficult change will be in how your organisation thinks and operates. 1️⃣ https://lnkd.in/eZtJ3csY
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Peter Kim shared thisWho's afraid of AI? Probably more people than you think. Maybe even you, just a little bit? Thousands of layoffs have been announced in 20261️⃣ and every month AI is mentioned as a reason. Job security? Some roles are more "AI-resistant" than others, but none are 100% immune.2️⃣ I was speaking to a company president recently. Their highest-ranking marketer had recently separated because they were "afraid of AI." This company had plenty of opportunity and needed a leader who could guide the way. They didn't need a forward-deployed engineer; they needed a business leader who understood their gap and potential for growth. Being a leader requires more than knowing how to prompt efficiently or how to identify AI slop. You must help your people manage change -- even if their roles might have an expiration date. The good news is that you've probably seen this friction before with any tech-driven change. It was OK to miss out on the metaverse. And I hope you didn't invest heavily into NFTs. But AI isn't going away -- and there's no reason to be afraid, as long as you keep learning (because opportunities are constantly evolving) and managing change for yourself and your team. 1️⃣ https://lnkd.in/gcsqJwek 2️⃣ https://lnkd.in/gw6fyp99
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Peter Kim shared thisI've been having a lot of conversations about implementing AI in marketing organizations and change management. "What happens when we change people, process and technology?" Leaders are asking this question about their teams but not often reflecting enough on themselves. AI changes how marketing work gets done; so what does it mean to be a marketer? McKinsey data shows that although 86% of marketers are excited about the possibilities AI creates, 57% feel anxious about what AI means for their roles. Wharton professor Stefano Puntoni has researched this topic extensively and says: "We often believe cognitive tasks to be quite central to the sense of self...by [technology] taking on these tasks that are quite self-defining, it raises questions about who am I if I’m no longer the person who does this?" Sitting in meetings, sending emails, or approving expense reports certainly doesn't make you a marketer. But what does? And what does that mean for you and your marketing career? To read more from - Puntoni: https://lnkd.in/gY5V9gjJ - McKinsey: https://lnkd.in/gukfEBxe
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Peter Kim shared thisCommunities need to be convened; they also need to be adjourned. My 88th and final #AMP88 recap post, to honour our cohort: Adam setting the pace 🏃 ☕ Dr. Ahmad appreciate your company Ahmad for the [not so] slow runs Alan there is a sauna 🧖 Alfred Kili 2026? Amita lifelong learning Ana thanks for the mints! Anton we all know it wasn’t really you Bader 🚣🚣🚣🚣🚣🚣🚣🚣 Bhavani contributing inside and outside of the classroom Brian I hope 🇰🇷 really has changed Carlene sharing your story of compassion and courage Christopher there are three parts to an 🥚 Cris Cameo was 🥈 but you won the prize! Dan I'm negotiating hard on my next dealer service appointment Daniel balancing AMP with work and life Elie holding down the back row Flavio for your insights on teamwork Guilherme appreciate your creativity and practicality Guillermo showing me the most respectful way forward Hemant thanks for the radical candor and 🌯 Hend quiet luxury speaks volumes Jason for organising and galvanising us Kengo always solid with the financials and…GO! Kensuke for sharing about Fujitsu KIHUN I am older and paying next time Linus taking us to Ithaca and 🇯🇵 Maria I hope we never meet in a dark alley Masaru born into kindness! Maykon for showing how to connect Miro you taught us how to have a difficult conversation Mohamed always the most honest Mohammad thank you for Fridays Muthu sharing ☕☕☕ and golden 🪟🪟🪟 Nadav for the talk over cheesesteaks Nandini the 5th floor study room! Nasser amazing 🍣 …and GET OUT OF THE CAR Natalia we all need good coffee Óscar always helping classmates Payam the first cover story will actually be you Philip for bringing your lived perspective Phumela keep shining and leading by example ☀️ Renato explaining why leaders climb to the top 🏔️ Reshma Bryan & Ryan Adams have the same birthday? Alfred inspiring and showing up early for that treadmill Richard thanks for the interview tips Saood 🚘🚘🚘🚘🚘🚘🚘🚘 Shaikha no 👻 all 😁 Stephan sharing the mulligan Tunde happy to share our learning team room! Veronica good luck with the ME Victor thanks for your quiet confidence Victor thanks for sharing Celeste and Silksong #WhartonAMP #lifelonglearning https://lnkd.in/eUhZbEKDPeter Kim shared thisThat’s a wrap on AMP 88! From late-night runs and countless Rocky statue photos Sporting events and world-shaping ideas Red carpets and bright lights Fine dining that led to even better friendships Visits from loved ones - and peers who became family The coursework and long hours are a given - but it’s the relationships, growth, and lasting leadership lessons that truly define the AMP experience. AMP 88, we are honored to have been a small part of your journey - and we can’t wait to see where you go next! #WhartonExecEd #LifelongLearning
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Peter Kim shared thisTIME ⏳ Companies are good at measuring cost but bad at measuring time ⏳ Once you spend time you never get it back https://lnkd.in/eC73DDb8 ⏳ Learn how to manufacture time https://lnkd.in/eiJ3hTJk ⏳ Sometimes you need to slow down in order to go fast ⏳ Research shows that what matters most to people in life is spending time with people they love, who love them https://lnkd.in/eKdhpgSi #lateralthinking #WhartonAMP #AMP88
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Peter Kim shared thisGROWTH 🌱 Use three horizons of growth to track your industry https://lnkd.in/eBbajaSX 🌱 When growth stops, decay starts https://lnkd.in/euTK9nF2 🌱 "What got us here will prevent us from growing in the future” 🌱 Strategy’s most common problem is the “growth trap” — choosing incremental steps to grow rather than defending a distinct competitive position 🌱 Momentum does not equal growth 🌱 When growth slows, companies tend to compromise standards, eroding product and service quality in pursuit of continued growth 🌱 Growth rates impact trading multiples; small gains have significant valuation impact 🌱 It’s easier to cut costs than grow revenue — CFOs tend to win these arguments, but it won’t help you grow 🌱 Growth is the exception, not the rule https://lnkd.in/eMNg-CCk 🌱 Think like a growth leader https://lnkd.in/eVCUaYwa #lateralthinking #WhartonAMP #AMP88
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Peter Kim shared thisOBJECTIVITY 💡 Get to the balcony! https://lnkd.in/ecDKN6C2 💡 Use a “red team” to offer alternative perspective https://lnkd.in/eFebHj5a 💡 Appoint a “team of rivals” to bring diverse thinking https://lnkd.in/eK2U8jQx 💡 Convene a personal board of advisors: three or four people with diverse backgrounds at a similar career level as you — meet quarterly to get new perspectives and to challenge each others’ views. https://lnkd.in/eDRztEV4 💡 Think like an activist shareholder - from the outside in, with a dispassionate view for creating value. https://lnkd.in/emR_vEbw #lateralthinking #WhartonAMP #AMP88
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Peter Kim shared thisThe Parable of the Sadhu A classic tale of individual vs. organisational ethics. The full case study is linked below. The key question is: what would you have done? Think twice about your answer, as you sit in the comfort of your home, office, or school -- versus freezing in thin air on a mountaintop. #leadership The parable: https://lnkd.in/e2tc7kgC
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Lisa Bradner if I'm country and you're Western, there's a desk waiting with your name on it...
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Peter Kim reacted on thisA rather special milestone for me. The last time I was paid to develop software was in 1998, before leaving for Darden and eventually spending the next 25+ years in the technology industry. Somewhere along the way, I started writing code again. Today, EXPERVAL is a real product, running on a real production platform, with its first customers — and in three weeks, we’ll be presenting it at BATIMAT in Paris. Quite a journey. And I have the feeling it is only beginning. 😉 If you’re at BATIMAT, come and see us: Construction Tech® — H1-D030M. And if you’d like an invitation, send me a DM.Peter Kim reacted on this🇫🇷 EXPERVAL arrive sur le marché. Après plusieurs mois de conception, de développement et de tests, EXPERVAL sera officiellement présenté à BATIMAT / Paris Builders Show 2026, du 28 septembre au 1er octobre à Paris. EXPERVAL est né d’une idée simple : faciliter le dialogue entre l’entrepreneur et ses clients autour de la valeur promise, planifiée et réalisée. Du devis à la planification, puis au suivi de l’exécution, EXPERVAL permet de conserver un même fil conducteur : ce qui a été promis au client, ce qui a été planifié pour le réaliser, et ce qui a effectivement été réalisé. Et cette fois, ce n’est plus seulement un prototype : la plateforme de production est opérationnelle et les premiers abonnements peuvent être souscrits. 📍 Retrouvez-nous à BATIMAT, espace Construction Tech® — stand H1-D030M. Vous souhaitez découvrir EXPERVAL ou venir nous rencontrer à BATIMAT ? Contactez-nous en message privé pour recevoir une invitation gratuite. 🇬🇧 EXPERVAL is coming to market. After several months of design, development and testing, EXPERVAL will officially be introduced at BATIMAT / Paris Builders Show 2026, from September 28 to October 1 in Paris. EXPERVAL was built around a simple idea: help construction companies and their clients communicate around the value promised, planned and earned. From quoting to planning and execution tracking, EXPERVAL maintains one continuous thread: what was promised to the client, what was planned to deliver it, and what was actually earned. And this time, it is no longer just a prototype: the production platform is live and the first subscriptions can be activated. 📍 Meet us at BATIMAT in the Construction Tech® area — stand H1-D030M. Want to discover EXPERVAL or meet us at BATIMAT? Send us a DM for a free invitation. #EXPERVAL #BATIMAT2026 #ConstructionTech #Construction #ProjectManagement #SaaS
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Peter Kim liked thisPeter Kim liked thisWe’re excited to welcome Peter Kim back to Forrester 🎉 As a VP, Principal Analyst, Peter will focus on one of the biggest questions facing marketing leaders today: How does AI change the way marketing operates? His research agenda will explore topics such as: • How marketing organizations should evolve in the age of AI • Where AI can deliver the greatest impact for marketers • The skills, team structures, and operating models that will distinguish high-performing organizations What makes Peter’s perspective unique is his blend of analyst expertise and hands-on leadership experience. Throughout his career, he’s led marketing, digital, and innovation initiatives, helping organizations navigate technology shifts and adapt their strategies for growth. ➡️ Read the blog and watch Peter’s conversation with Mike Proulx to learn what marketing leaders should be preparing for 👇 https://forr.com/46NEFS6
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Peter Kim liked thisPeter Kim liked thisBaby, you're a star. Even if you're "only" a content creator. IMDb.com announced the introduction of "Digital Creator" as a new professional category on both #IMDb and #IMDbPro today. Creators can specify as Streamer, Vlogger, Video Essayist, Video Creator, Gaming Creator, and Influencer, and they can feature multiple professions on their page. So if you're both a digital creator and a comedian, for instance (yes, lots of funny TikTokers are actually professional-level funny) you can represent the full scope of your work in one place. And for those creators who truly were born online, no existing film or television credits are required to establish a profile. As creators professionalize as an industry, they need the same infrastructure that's surrounded more traditional talent for decades, like managers, agencies, legal, discovery, etc. And this has huge ramifications for AI-supported creator search, as IMDb data is a primary training source for most LLMs to learn about entertainment and media: *great* news for brands that are using AI for sourcing, and great for creators looking to quickly improve their AEO.
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Peter Kim reacted on thisPeter Kim reacted on thisI want to talk to people who chased an adventure at a turning point in their lives. Last year, I set out to complete 50 adventures before my 50th birthday. I expected excitement and a few good stories. I did not expect how much the experiences would teach me about myself. I learned what makes me feel invigorated (learning, seeing, or doing something novel), what I would never do again (a polar plunge), what I’m willing to be bad at (glassblowing), and how those lessons influence the choices I make now that the challenge has concluded. The challenge made me wonder whether adventure has a similar effect for other people, especially around a milestone birthday, a career change, loss, retirement, empty nest, move or another period of change. Before I decide what, if anything, I build around this concept (I have a few ideas rattling around already), I want to talk to people. Two decades in consumer insights taught me not to get too attached to an idea before talking to the people it might be for. I would love a conversation with you if you are: * Someone who pursued an adventure around a major life transition * Someone who makes adventure a regular part of your life * Someone who facilitates adventures for others, whether as a guide, instructor, coach, therapist, trip leader * Just genuinely interested and want to hear more I’m interested to learn what prompted your adventure, what happened, and whether the experience changed anything you did afterward. If that sounds like you, please send me a message or leave a comment. If someone came to mind while you were reading this, I would be grateful for the introduction.
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Peter Kim liked thisPeter Kim liked thisBack at OpenAI, for a conversation in the studio with Don O.h Don O.. We talked about the skills that people need today. One of the points I made is that in all our endeavors we face two types of frictions, good and bad. By good I mean that the friction is functional to learning, meaning or performance. By bad I mean chores and annoyances that we have to endure but would rather do without. The challenge in bringing AI into your life is figuring out which frictions are bad and which are good, so that you can benefit from AI to eliminate the bad ones without taking away the frictions that you need to keep. Thanks, Don, for hosting! I’m curious to see what comes out of the recordings. It was fun to see the studio from behind the scenes! I’m sharing a peak, including the hidden tissues for sneezing guests :)
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Peter Kim reacted on thisPeter Kim reacted on thisThis summer, I had the incredible opportunity to work as a Bioengineering Intern with the Applied Biological Sciences Group at the Johns Hopkins Applied Physics Laboratory. Over the past few months, I contributed to a highly interdisciplinary project, learned from brilliant researchers across different disciplines, and took on new challenges that pushed me to grow both technically and professionally. I’m immensely proud of what we accomplished and incredibly grateful for the hands-on experience. A special thank you to my mentors, Justin Edaugal and Shirley Klimkiewicz, for your guidance, encouragement, and support throughout the summer. I’m especially grateful for the trust you placed in me to tackle difficult problems and for everything I learned from you both. Thank you as well to everyone in the Applied Biological Sciences Group for making this such a welcoming and rewarding experience. It was an honor to work alongside such talented scientists, engineers, and researchers. I’m excited to carry these invaluable lessons with me as I head back to Dartmouth to begin my Master of Engineering Management this fall. I hope our paths cross again in the future!
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Peter Kim liked thisPeter Kim liked this"How should I restructure my marketing team?" TBH, I've never loved that question because most of the time, the org chart wasn't the root problem. AI changes that. In Forrester's Q3 CMO Pulse Survey, 38% of B2C marketing executives said process redesign and workflows are among their most significant AI investment areas. And perfect timing: After 18 years away, we welcome Peter Kim back to Forrester. Honestly, there isn't a better guide to help CMOs design their AI-enabled marketing org. Let's go! cc: Keith Johnston Emily Collins Dipanjan Chatterjee Jess Lloyd Jay Pattisall Kate Winick Eric Epstein Jen Sanning Tyler Castro Jordan Brodeur #CMO #MarketingOrg #B2CMarketing
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Peter Kim liked thisExcited to introduce Peter Kim to many of our clients!! Peter is focused on supporting our CMO clients and his work will focus on a hot topic for so many - how do we structure to grow in the age of AI? Sarah Clark Chuck Nguyen Brad Sherer Peter Theodorou Mark Baizen Patrick FlanaganPeter Kim liked this"How should I restructure my marketing team?" TBH, I've never loved that question because most of the time, the org chart wasn't the root problem. AI changes that. In Forrester's Q3 CMO Pulse Survey, 38% of B2C marketing executives said process redesign and workflows are among their most significant AI investment areas. And perfect timing: After 18 years away, we welcome Peter Kim back to Forrester. Honestly, there isn't a better guide to help CMOs design their AI-enabled marketing org. Let's go! cc: Keith Johnston Emily Collins Dipanjan Chatterjee Jess Lloyd Jay Pattisall Kate Winick Eric Epstein Jen Sanning Tyler Castro Jordan Brodeur #CMO #MarketingOrg #B2CMarketing
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Social Business By Design
Jossey-Bass
Management book on social business, digital transformation, customer engagement, organizational change, and how companies adapt operating models for the social media era.
Other authorsSee publication
Projects
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Keynote speaker, panel moderator, and/or panelist
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Speaking focusing on CMO leadership, digital transformation, AI strategy, social business, consumer behavior, marketing effectiveness, brand strategy, and customer engagement.
Featured at Cannes Lions, SXSW, China International Advertising Festival, 4A's and Jay Chiat Awards, ARF, AMA, Forrester Marketing, Consumer, and Finance Forums, FutureM Boston, UVA Darden MBA and Executive Education, and Web 2.0 Expo. -
Quoted in the media
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Expert on topics including marketing strategy, digital transformation, social business, customer engagement, brand transformation, and consumer technology.
Featured in CNN, CBS Evening News, CNBC, NPR, The Economist, New York Times, and the Wall Street Journal.
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