The Agile Brand with Greg Kihlström®: Expert Mode Marketing Technology, AI, & CX

The Agile Brand with Greg Kihlström®: Expert Mode Marketing Technology, AI, & CX

Expert mode marketing technology, AI, and CX insights from top brands and Martech platforms fill every episode, focusing on what leaders need to know to build customer lifetime value and long-term business value. The Agile Brand with Greg Kihlström® features executives and thought leaders from top brands and tech platforms discussing the industry's trends, like AI adoption, first-party data strategies, artificial intelligence in the consumer journey, consumer data privacy, omnichannel customer experience, and more. The Agile Brand is hosted by Greg Kihlström, martech and artificial intelligence transformation advisor and consultant to leading brands, speaker, entrepreneur, and best-selling author. It provides a fresh perspective on the continually evolving dynamic between brands and the audiences they serve.

Episodes

#768: Infios Chief Innovation Officer Eugene Amigud on use-case driven success with AI

November 14, 2025 • 33 mins
How can large organizations embrace the speed and adaptability of a startup while navigating the complexities of established processes and legacy systems, especially in the rapidly changing world of AI-driven consumer experiences? Agility requires adopting new technologies while fundamentally shifting how teams operate, experiment, and learn from data. It demands a cultural evolution that embraces change and empowers individuals t...
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#767: Krisp.ai Co-Founder Arto Minasyan on voice AI and the customer experience

November 13, 2025 • 21 mins
What if your customers could talk directly to your brand, without scaling your your customer service teams to a 1:1 capacity? This episode is brought to you by Krisp.ai, the all-in-one voice AI that makes every conversation sound professional. With industry-leading noise cancellation, real-time accent conversion, accurate transcription, and smart call summaries, Krisp helps teams and individuals stay clear and productive. Trusted ...
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#766: Square CMO Lindsey Irvine on connecting with customers through community-driven storytelling

November 12, 2025 • 29 mins
As we’re increasingly inundated with AI-generated content and algorithm-driven ads, what’s more powerful: yet another new technology, or the authentic voice of the small business owner on the corner? Agility requires not just reacting to market shifts, but deeply understanding the very fabric of the communities you serve and having the conviction to amplify their voices over your own. It’s about finding strength not in shouting lo...
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#765: Hexagon AB's George Chang on building a unified system of marketing measurement

November 10, 2025 • 25 mins
When it comes to your digital experience, how often does a ‘great idea’ from a senior leader’s gut feeling get completely dismantled by actual user data?Agility requires the willingness to be wrong and the systems to prove it quickly. It’s about building a culture that values learning over being right and relentlessly iterates based on real human behavior, not internal assumptions. Today, we're going to talk about moving beyond ‘b...
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#764: Closing the gap between brand promise and brand experience with Mark Wagner, Horizontal Digital

November 7, 2025 • 19 mins
What if your brand's voice is drifting off-key in the ears of your customers, and you're the last one to know? Agility requires more than just rapid execution; it demands a real-time, nuanced understanding of customer sentiment and the ability to translate that intelligence directly into action. We are here at Sitecore Symposium in Orlando, Florida, and today we're going to talk about closing the gap between brand promise and cus...
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#763: Pega CTO Don Schuerman on how AI can pay down tech debt and accelerate digital transformation

November 6, 2025 • 28 mins
Pega provides the leading AI-powered platform for enterprise transformation. The world’s most influential organizations trust Pega’s technology to reimagine how work gets done by automating workflows, personalizing customer experiences, and modernizing legacy systems. Since 1983, Pega’s scalable, flexible architecture has fueled continuous innovation, helping clients accelerate their path to the autonomous enterprise. Learn more at...
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#762: Scaling a brand while maintaining local differentiation with Renaud Delaquis, Coastline Academy

November 5, 2025 • 27 mins
With customer expectations constantly evolving, how can large organizations avoid using obsolete methods and instead embrace agility to thrive and drive meaningful growth? Agility requires both adapting to change and anticipating it in the first place. It demands a willingness to experiment, learn, and iterate quickly, especially when it comes to connecting with your target audience in new and innovative ways. Today, we're going ...
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#761: Treasure Data CEO Kaz Ohta and CMO Karen Wood on the AI-driven reinvention of marketing

November 3, 2025 • 29 mins
What if the very foundation of your marketing cloud, the one you've spent years building, is at worst actually giving your AI amnesia, and at best missing key opportunities to connect with your customers? Agility requires more than just reacting quickly; it demands an intelligent foundation that can anticipate customer needs and empower your teams to act on them with confidence and precision. Today, we're going to talk about the ...
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#760: Nestlé's Daniel Damasio on successful marketing transformation that is both global and local

October 31, 2025 • 25 mins
When customers continually demand hyper-local relevance, is the concept of a "global brand" an asset or a liability? Agility requires not just the ability to pivot, but the intelligence to know *when* and *how* to pivot based on real-time customer understanding. This means moving beyond global assumptions and empowering local teams with the data to make smarter, faster decisions. Today, we are here at Treasure Data’s CDP World in...
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#759: Transcend's Phyllis Fang on personalization utilizing data privacy by design

October 30, 2025 • 32 mins
With AI making it easier than ever to generate content, and consumers demanding more privacy than ever, is the promise of true 1:1 personalization now an impossible myth? Agility requires both adaptation to new AI-based tools and methods while also navigating the complex and shifting landscape of consumer trust and data privacy. It's about being responsive to both the opportunity and the responsibility. Today, we're going to talk...
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#758: Lovesac CEO Shawn D. Nelson on building a resilient brand in an uncertain world

October 29, 2025 • 28 mins
What if bankruptcy, a global financial crisis, and other hurdles along the way aren’t the end of your brand, but instead a way to help you define what it truly is? Agility requires a willingness to experiment and adapt, not just in your technology stack, but also in your organizational structure and the very culture of your company. It also demands a deep understanding of your customer and a commitment to delivering personalized ...
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#757: Funnel CEO Fredrik Skantze on the evolution of marketing measurement

October 27, 2025 • 29 mins
Marketing is quickly evolving - is your team agile enough to navigate the waters of evolving customer expectations, best practices in marketing measurement, and the rise of AI?Agility requires more than just quick reactions; it demands a proactive understanding of emerging trends and the ability to adapt your strategies, processes, and tech stack accordingly. It's about building a brand that can continuously learn and evolve.Today...
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#756: Eagle Eye CRO Jeff Baskin on maximizing your retail media network strategy

October 24, 2025 • 21 mins
Are retailers leaving money on the table by treating retail media networks as just another advertising channel, rather than a strategic lever for growth and profitability?Agility requires a willingness to adapt and evolve strategies in response to real-time data and changing consumer behaviors. It also demands a commitment to iterative testing and optimization, allowing brands to continuously refine their approach to retail media....
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#755: Sitecore CMO Michelle Boockoff-Bajdek and Microsoft's Talisha Padgett on designed intelligence for marketing

October 23, 2025 • 27 mins
In the race to adopt AI, how do we avoid creating a sea of sameness and alienating the very customers we're trying to connect with? Today, we're going to talk about the intentional design of our marketing future. We’ll explore how leading brands are moving beyond the hype of AI to build practical, collaborative frameworks between humans and machines, shifting from outdated customer segments to real-time signals, and ultimately, cr...
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#754: Robin Ross on what happens to retail when your best customers are AI agents

October 22, 2025 • 30 mins
What if your perfectly crafted brand message, your multi-million dollar ad campaign, and your carefully designed user experience are completely ignored by your next customer... because your next customer is a machine? Agility requires not just adapting to changing customer behaviors, but completely rethinking the very definition of a "customer interaction." It means building the technical and strategic flexibility to engage with a...
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#753: Wrike CMO Christine Royston on building marketing teams for agility

October 20, 2025 • 27 mins
Is your marketing organization built for disruption or doomed to be disrupted? Agility requires both rapidly responding to market changes while also anticipating and shaping your products or services to map to evolving customer expectations. This means embracing new technologies and strategies while maintaining a laser focus on delivering value. Today, we're going to talk about how leading marketing organizations are leveraging A...
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#752: Microsoft Azure Core CTO Marcus Fontoura on innovation and the platform mindset

October 17, 2025 • 29 mins
Is your organization truly agile, or are you still clinging to outdated processes and siloed teams instead of a platform mindset?Agility requires a fundamental shift in mindset, embracing collaboration, rapid iteration, and a willingness to adapt to change. It demands a commitment to not just talking about silos, but meaningfully breaking them down, while fostering a culture of shared ownership across the organization.Today, we're...
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#751: Traject Data CEO Rochelle Thielen on the role of data in retail

October 15, 2025 • 27 mins
In today's hyper-competitive retail landscape, is it even possible to build a sustainable brand without a thorough, real-time understanding of your customer and your market? Agility requires more than just fast reactions; it demands proactive insights driven by robust, real-time data. It's about anticipating the next move, not just responding to the last one. Today, we're going to talk about the critical role of real-time data i...
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#750: MOO's Corin Mills on the strength of physical marketing in the digital age

October 13, 2025 • 24 mins
With all the fragmentation in the media landscape, how can brands cut through the digital noise and create meaningful connections with their customers... without resorting to yet another intrusive pop-up ad?Agility requires not only adapting to changing consumer behaviors but also proactively anticipating them. It demands a willingness to experiment with new channels and tactics, even those that might be considered “traditional"To...
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#749: Data Axle CEO Andrew Frawley on using identity resolution for stronger customer relationships

October 10, 2025 • 20 mins
Are you building a brand that's building customer relationships—and the data behind them—to last or one that's just trying to keep up with today’s omnichannel consumer? Agility requires not just reacting to change but anticipating it and even shaping it. It demands a deep understanding of your customer and the ability to adapt your strategies in real-time. Today, we're going to talk about the critical role of data reliability an...
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