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

#824: From eTail: Furniture.com CMO Dan Bennett on how to win the high-consideration purchase

March 6, 2026 • 21 mins
What if the biggest friction point in your customer's journey isn't your checkout page, but the overwhelming paradox of choice you’ve intentionally created for them? Agility requires not just reacting to consumer behavior, but proactively re-architecting the entire purchase journey based on what the data tells you they *truly* need, even before they know it themselves. Today, we are here at eTail Palm Springs, and we're going to ...
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#823: Hostinger CEO Daugirdas Jankus on scaling from a local player to a global force

March 5, 2026 • 34 mins
Agility requires a business to both react to market shifts while also building a foundational platform that allows it to scale globally without losing its local touch. It's about having the core infrastructure in place to seize opportunity, wherever it appears. Today, we're going to talk about the principles of scaling a business from a local player to a global force. We'll explore how the role of a brand's primary digital asset—i...
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#822: From eTail: NoFraud Head of CX Breanna Moreno on customer loyalty, post-purchase abuse, and the moments after a sale

March 4, 2026 • 29 mins
Most brands are investing millions in creating seamless, generous customer experiences. But what if a small fraction of your customers are exploiting that generosity, forcing your best, most loyal customers to unknowingly pay an 'abuse tax' through higher prices or stricter policies? Agility requires moving beyond static, one-size-fits-all policies and embedding real-time intelligence into the moments that matter. It's about empow...
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#821: From eTail: CommerceIQ's Himanshu Jain and Bill Schneider on delaying the gap between strategy and execution

March 3, 2026 • 27 mins
What if the biggest bottleneck in your commerce strategy isn't the strategy itself, but the time it takes your team to actually perform the actions to execute it?Agility requires not just having the right insights, but also the operational capacity to act on them at the speed the market demands.Today, we're going to talk about a critical bottleneck many brands face: the delay between data-driven insight and real-world execution. Co...
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#820: From eTail: Stitch Fix's Noah Zamansky on bringing back the fun of shopping and integrating agentic AI into retail

March 2, 2026 • 25 mins
Consumers aren’t lacking for choice. Instead, they’re usually drowning in a sea of options, and it’s up to brands to find ways to go beyond simply removing friction and bring back the joy in shopping. Adding AI, and agentic AI into the mix can unlock new opportunities, but also brings with it new challenges. We’re going to talk a little about all of it.We are recording here at eTail Palm Springs, and hearing from leading brands and...
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#819: Recurrent CEO Andrew Perlman on the role of traditional media companies when there are 1.1 billion active content creators

February 27, 2026 • 24 mins
With over a billion creators projected to be active in the next decade, is the traditional distinction between a brand, a publisher, and a creator in need of an updated definition? Agility requires not just reacting to new platforms, but fundamentally rethinking who creates your content and how you build an authentic community around it. It's about moving from a campaign mindset to an ecosystem mindset. Today, we're going to talk...
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#818: Informatica's CMO Jim Kruger on data as the foundation for innovation

February 25, 2026 • 32 mins
What if the biggest barrier to your AI-powered future isn't the algorithm, but the state of your data from five years ago? Agility requires more than just fast decision-making; it demands a foundational trust in the data that fuels those decisions. It’s about having the right information, accessible and reliable, to pivot not just your campaigns, but your entire strategy. Today, we're going to talk about the often-overlooked foun...
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#817: Canva's Emma Robinson on the power of visual communication in B2B marketing

February 23, 2026 • 26 mins
With B2B marketers drowning in data and automation, have we forgotten that our buyers are still human beings who are moved more by compelling visuals than by another line on a spreadsheet? Agility requires not just the speed to react, but the insight to know what to react with. It demands a seamless connection between creative ideation and performance data, allowing teams to not only launch campaigns quickly but to make them smart...
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#816: Shipt's Courtney Owumi on achieving and demonstrating CX ROI

February 20, 2026 • 17 mins
What if your most persistent customer complaint wasn't a flaw to be fixed, but a key that could unlock an entirely new business model? Agility requires not just the ability to pivot, but the organizational courage to act on customer insights—even when those insights challenge your most fundamental business assumptions. It’s about being willing to dismantle something that works in order to build something that works better. Today,...
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#815: CIBC's Stephanie Leheta on moving from silos to enterprise scale CX

February 18, 2026 • 27 mins
What happens when you tie a quarter of every employee’s variable compensation not to sales targets, but to customer experience metrics? Agility requires more than just speed; it demands a shared purpose that translates into a unified system for listening, learning, and acting at an enterprise scale. It's about connecting every function of the business to the client's reality in real-time. Today, we are here at Medallia Experience...
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#814: United Rentals' Alyse Fuller on driving real impact without being overwhelmed by data

February 16, 2026 • 20 mins
What if one of your most valuable CX analysts isn't even a person? Agility requires not just collecting data, but closing the gap between insight and action at scale. This means empowering every level of the organization, from the frontline to the C-suite, with the right information at the right time to make smarter, faster decisions. Today, we're going to talk about moving beyond the score. We'll explore how Generative AI is shi...
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#813: Big Game Ads Recap: Zappi CMO Nataly Kelly shares the winners and losing advertisers

February 13, 2026 • 38 mins
Did your brand just spend $7 million on a 30-second ad that alienated or ignored half its potential audience? Agility requires a willingness to challenge long-held assumptions—like the idea that a celebrity and a massive budget are all you need for a winning Super Bowl ad. It demands that brands move from gut feelings to data-driven insights to understand what truly resonates with their audience. Today, we're going to talk about ...
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#812: Capillary Technolgies' Jim Sturm on customer loyalty as enterprise strategy

February 12, 2026 • 25 mins
In a world without third-party cookies, is your customer loyalty program your most valuable asset, or your biggest missed opportunity? Agility requires a fundamental shift from viewing loyalty as a transactional rewards program to embracing it as a dynamic, data-driven engine for the entire customer experience. It demands that brands are able to listen, predict, and adapt to customer needs in real time. Today, we're going to talk...
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#811: Sesimi CEO Andy Baker on connecting marketing strategy with frontline execution

February 11, 2026 • 28 mins
Is your brand's biggest vulnerability a traditional competitor, or your organization’s inability to execute your strategy consistently across every single customer touchpoint? Agility requires more than just a fast-moving central team. It requires creating a resilient system that empowers distributed teams to execute flawlessly while adapting to local needs. Today, we're going to talk about that critical, and often broken, link b...
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#810: Bynder's Luke Roberts on brand and content governance in a 1:1 omnichannel world

February 9, 2026 • 29 mins
What if the biggest threat to your brand’s integrity isn't a competitor, but the sheer volume of unmanaged, ungoverned, and untraceable content your own teams are creating every single day? Agility requires more than just speed; it demands a solid foundation of control and intelligence. It's the ability to create, adapt, and deploy content at the pace of the market without sacrificing governance, consistency, or compliance. Today...
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#809: Jacquard Chief Product & Growth Officer Toby Coulthard on sounding verifiably human in an AI world

February 6, 2026 • 31 mins
As every brand rushes to adopt generative AI, what if the greatest competitive advantage is no longer about speed and scale, but about sounding uniquely, verifiably human? Agility requires moving beyond the hype of new technology to strategically apply it for true differentiation. It’s about being smart and selective, not just fast. Today, we're going to talk about a paradox at the heart of modern marketing. Generative AI has pro...
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#808: Resident Expert: Bill Staikos on the market activity in 2025 MarTech & CX platforms and what 2026 will bring

February 5, 2026 • 25 mins
As a marketing leader, you often spend so much time on the strategies and tactics that keep your brand growing that it’s difficult to keep up with what’s going on in the background with the platforms and the companies behind them. While agility requires a flexible technology stack, it also requires a leadership mindset that can distinguish market noise from genuine strategic opportunity, and filter out the hype to understand the s...
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#807: AI21 Labs CMO Sharon Argov on navigating promise vs. reality with AI adoption

February 4, 2026 • 23 mins
With every board member and CEO demanding a generative AI strategy yesterday, how much of the conversation is about creating real business value versus simply not being left behind? Agility requires more than just speed; it demands a fundamental shift in how we approach problem-solving and storytelling, especially when a technology like AI re-writes the rulebook. Today, we're going to talk about the real tension that exists betwe...
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#806: NiCE Cognigy VP of Marketing Alan Ranger on agentic customer service

February 2, 2026 • 30 mins
We've spent years trying to make our chatbots sound more human, which is great. But what if the larger goal should have also been to make them as useful as possible while we’re at it? Agility requires more than just adopting the latest technology; it demands a fundamental rethinking of customer engagement, moving from reactive responses to proactive problem-solving. Today, we're going to talk about the next evolution of AI in cus...
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#805: Omnissa CMO Renu Upadhyay on balancing AI innovation with org chart disruption

January 30, 2026 • 28 mins
What if the biggest risk to your marketing AI strategy isn't the technology itself, but the org chart it's fracturing? Agility requires more than just speed; it demands a framework of trust and collaboration. When it comes to AI, this means your ability to innovate is directly tied to your ability to partner effectively across the organization, especially with IT and security. Today, we're going to talk about a critical tension p...
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