Forrester announces Peter Kim’s return as VP, Principal Analyst to advise B2C marketing leaders on how to reorganize operations, talent, and governance as AI reshapes marketing work and speed.
CMOs must lead change and reconcile a growth-anchored vision with the uncertainty introduced by AI investments.
Peter Kim returns to Forrester with client-side and agency experience across transformation, loyalty, digital modernization, and AI deployments.
# What this announcement means Forrester has hired Peter Kim as a VP and Principal Analyst focused on the AI-enabled B2C marketing organization. He returns to Forrester after nearly two decades of roles on the client, consulting, and agency sides of marketing and digital transformation. Forrester positions him to help B2C marketing executives decide which work should be automated, which requires human judgment, and how planning, execution, governance, and talent must change.
# Why leaders should care Forrester's recent research shows more than half of U.S. B2C marketing executives (52%) are aggressively expanding AI investments across marketing. That creates both opportunity and uncertainty: organizations need to capture efficiency and creative upside while redesigning operating models that were built for mass-media campaigns and linear journeys.
CMOs face a tension: they must maintain a clear growth-anchored vision while operating through uncertainty generated by new technologies. Forrester says this requires CMOs to act as change leaders to become better growth leaders.
# What Peter Kim brings Peter Kim's background spans senior roles that included global VP at LEGO, chief digital officer of Cheil Worldwide, chief strategy officer at Dachis Group, interim CEO of The Barbarian Group, and CMO of The Bicester Collection. His work has covered large-scale organizational transformations, loyalty and customer experience programs, digital modernization, and deployments such as media mix modeling, predictive customer lifetime value, and agentic fraud detection.
He coauthored Social Business By Design and has spoken at major industry events including Cannes Lions and SXSW. Forrester will have him advising clients on practical changes to operating models, governance, talent, and the allocation of work between human teams and machine-enabled systems.
# Practical implications for marketing organizations
# Peter's role Forrester frames Peter Kim as a resource for answering operational questions about embedding machine-enabled systems into everyday marketing: what to automate, what to keep human, how to adapt planning and workflows, and how to structure governance and talent to scale responsibly and effectively. For Forrester clients, guidance sessions and inquiries with him are available immediately.
# Bottom line Forrester has added an experienced practitioner to help B2C marketers transition operating models and capabilities to take advantage of machine-enabled speed and scale. The hire signals Forrester's emphasis on practical, organizational responses to rapid technology adoption and on supporting CMOs as change leaders tasked with translating investment into growth.
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