AI is making it easier to launch new digital experiences. How do you know what’s worth building—and whether it’s working?

For digital and growth leaders, accelerating launches makes prioritization and measurement more important than ever. Teams need clear, actionable insights to spot friction in the customer journey, prioritize opportunities to drive conversion, and measure the impact of each change.

Join guest speaker, Forrester’s Zeid Khater, and Amplitude’s Krista Seiden for a candid discussion about how AI is changing digital analytics—and how your team can unlock faster insights and better decisions.

Through recent research and practical examples, they’ll explore how teams can use AI to uncover customer needs, expand access to trustworthy insights, and connect product and marketing decisions to measurable outcomes.

This session will help you:

• Understand customer behavior and identify opportunities to improve digital experiences with AI.
• Help more teams use AI-powered analytics while addressing accuracy, governance, and trust.
• Learn how companies have successfully modernized analytics to answer customer journey questions faster.
• Explore Forrester’s best practices for a flexible AI analytics strategy that aligns with your business goals.

About the speakers

Zeid Khater is a Forrester analyst who covers customer analytics and customer data strategy. His work helps marketers, CX pros, and digital business leaders utilize their data to generate insights, reach the right customers, increase loyalty and profitability, and inform product strategy and service delivery. His work also explores the applications of AI and synthetic data.

Krista Seiden is a digital analytics leader, product strategist, and industry evangelist with a passion for helping businesses leverage data to drive growth, retention, and monetization. With nearly two decades of experience in Google Analytics, Adobe Analytics, and enterprise analytics strategy, she has worked across B2B and B2C organizations, advising on analytics implementation, competitive positioning, and product adoption strategies.