September 1, 2026
Institute for International Socio-Economic Studies (IISE)

The Institute for International Socio-Economic Studies (IISE), an independent think tank of the NEC Group, has launched IISE Future Dialogue, a new series of in-depth conversations with leading experts and thought leaders from around the world. Bringing together global expertise with IISE’s own research and knowledge, the series explores fundamental questions about the role of humans in an AI Native Society, the evolution of social and economic systems, and the future of management and organizations. Through these dialogues, IISE seeks to uncover new perspectives and translate them into insights that can inform decision-making across business and society.

For the inaugural episode, IISE invited Don Scheibenreif, former Gartner Distinguished VP Analyst, co-author of When Machines Become Customers, and a pioneering expert on Machine Customers, for a dialogue with Motoo Nishihara, President of IISE. Together, they explore the Agent Economy—an emerging economic landscape in which autonomous AI agents increasingly make decisions, purchases, and transactions on behalf of individuals and enterprises—and examine its implications for business and society, including the evolving role of humans in an AI Native Society.

 

When AI Agents Become Customers, What Must Enterprises Redesign?

AI agents are rapidly evolving beyond tools that simply enhance human productivity. They are beginning to act as participants in economic activity, making or supporting decisions, purchases, and transactions as “customers” and carrying out commercial activities as “sellers” on behalf of enterprises.

This shift raises fundamental questions for both business and society.

When customers are no longer necessarily human, how must corporate strategy, marketing, and management adapt? What mechanisms for trust, governance, and infrastructure will be needed as AI agents gain greater autonomy? And as humans decide how much decision-making authority to delegate to AI, what responsibilities should remain with us—and what human values should we preserve?

Scheibenreif and Nishihara also explore what the Agent Economy could mean for Japanese enterprises. They discuss how long-standing strengths such as trust, quality, and meticulous attention to detail could remain sources of competitive advantage, while considering how these qualities may need to be expressed in ways that AI agents can recognize, interpret, and evaluate.

The dialogue offers perspectives for corporate strategists, marketing leaders, business developers, digital transformation leaders, and other business leaders considering how their organizations and business models may need to evolve in the age of AI agents.

 

Watch IISE Future Dialogue Vol. 1

When AI Agents Become Customers: What Must Enterprises Redesign? 

Speakers
Don Scheibenreif
Former Gartner Distinguished VP Analyst
Co-author of When Machines Become Customers

 Motoo Nishihara
President, Institute for International Socio-Economic Studies (IISE)

Watch on YouTube:
https://youtu.be/RTT_7vT2ID0

 

Related Resources

Download Don Scheibenreif’s Presentation
The presentation slides shared by Don Scheibenreif during the dialogue are available for download after completing a brief survey.

By registering, you will also receive the IISE email newsletter with the latest insights, updates, and information on upcoming events.
https://forms.cloud.microsoft/r/TKqK072y3T

 

“When the Customer Becomes AI: What Will Change?” by Motoo Nishihara
IISE President Motoo Nishihara shares his perspective on the dialogue, examining the emergence of the Agent Economy, its implications for business leaders, and what it could mean for Japanese enterprises.
https://note.com/nec_iise/n/ncc8e923129b7?hl=en