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

Imagine your biggest AI-powered marketing decision is challenged by your CEO or legal team. Could you, right now, defend both the outcome as well as how the AI arrived at that conclusion? Agility requires more than just speed; it demands the confidence to act on insights decisively. That confidence is impossible if the tools making the recommendations operate like an unexplainable black box. Today, we're going to talk about the growing trust deficit in enterprise AI. While we’re all chasing the speed and convenience automation promises, many leaders are realizing that fast answers are useless—and even dangerous—if you can’t verify or defend the logic behind them. We’ll explore how to move beyond 'black-box' systems to build an AI strategy grounded in transparency, credibility, and true, defensible decision-making. To help me discuss this topic, I'd like to welcome, Chris Willis, Chief Design Officer & Futurist at Domo. About Chris Willis Chris Willis is Chief Design Officer at Domo, where he brings more than 25 years of design and product leadership to the company’s data, analytics, and AI platform. Since joining Domo early in its history, he has played a key role in shaping the platform’s design strategy, helping make complex data more accessible and useful for customers across industries. Before Domo, Chris co-founded HOUR Detroit magazine and Footnote.com (now Fold3.com), which was acquired by Ancestry.com, and worked as an award-winning illustrator, journalist, and author. His experience blends design thinking, technology, and emerging trends to drive innovation and build tools that solve real business problems. Chris Willis on LinkedIn: https://www.linkedin.com/in/cwillis Resources Domo: https://www.domo.com/ The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://aglbrnd.co/r/2868abd8085a9703 Drive your customers to new horizons at the premier retail event of the year for Retail and Brand marketers. Learn more at CRMC 2026, June 1-3. https://aglbrnd.co/r/d15ec37a537c0d74 Enjoyed the show? Tell us more at and give us a rating so others can find the show at: https://aglbrnd.co/r/faaed112fc9887f3 Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstromDon't miss a thing: get the latest episodes, sign up for our newsletter and more: https://aglbrnd.co/r/35ded3ccfb6716ba Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company

As AI makes it easier than ever to reach a global audience, is it also making it easier to fail on a global scale? Agility requires more than just speed; it requires situational awareness. For global brands, this means having the cultural intelligence to understand the nuances of local markets and adapt your strategy in a way that builds trust, not erodes it. Today, we're going to talk about a critical paradox facing modern marketers: as technology and AI make global expansion seem easier than ever, the risk of cultural missteps and brand damage has never been higher. We'll explore why cultural intelligence is becoming the most vital, and perhaps most overlooked, asset for building brand value, and how getting it right is the key to unlocking sustainable growth in a world that is both interconnected and deeply, culturally distinct. To help me discuss this topic, I'd like to welcome, Katherine Melchior Ray, UC Berkeley, co-author of the new book, Brand Global, Adapt Local: How to Build Brand Value Across Cultures About Katherine Melchior Ray Katherine Melchior Ray lectures on international marketing and leadership at UC Berkeley Haas School of Business, CA. With twenty-five-years spent building the world's best consumer branding across continents, she brings expertise from her time as a senior executive at Nike, Nordstrom, Louis Vuitton, Gucci, Hyatt, Shiseido and Babbel. She has guest lectured at Stanford, Wharton, Brown and Portland State University.She has been interviewed and featured on CBS 60 Minutes, CNN, The New York Times, The Wall Street Journal, and numerous media internationally. She also has been profiled in The Wall Street Journal in an article entitled, "Hyatt Executive Has a Spare Evening Gown in Her Bag," and was voted one of the "Most Compelling Women in the Travel Industry" by Premier Traveler magazine. She can be heard on various podcasts and blogs related to global marketing and leadership, culture and diversity, women's empowerment, and the future of work. Katherine Melchior Ray on LinkedIn: https://www.linkedin.com/in/katherinemelchiorray/ Resources Get a copy of Katherine and Nataly's book: Brand Global, Adapt Local: How to Build Brand Value Across Cultures: ⁠https://amzn.to/481wUJm The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://aglbrnd.co/r/2868abd8085a9703 Drive your customers to new horizons at the premier retail event of the year for Retail and Brand marketers. Learn more at CRMC 2026, June 1-3. https://aglbrnd.co/r/d15ec37a537c0d74 Enjoyed the show? Tell us more at and give us a rating so others can find the show at: https://ratethispodcast.com/agileConnect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstromDon't miss a thing: get the latest episodes, sign up for our newsletter and more: https://www.theagilebrand.showCheck out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company

What if the most honest and insightful feedback you could get about your customers didn't come from an actual customer at all? Agility requires not just the ability to pivot quickly, but the foresight to know *which way* to turn. That foresight is built on a foundation of deep, unbiased insights, which are becoming increasingly difficult to get through traditional means. We are in Seattle at the Qualtrics X4 Summit, and today, we're going to talk about a fundamental shift in how we gather customer insights. We'll explore the diminishing returns of traditional research and dive into the potential of synthetic panels—AI models trained to represent audiences without the fatigue, bias, or social desirability that can skew human responses. It's a move from merely confirming what we think we know to discovering what's truly possible. To help me discuss this topic, I'd like to welcome, Jordan Harper, Principal AI Thought Leader, Edge Center of Excellence at Qualtrics. About Jordan Harper With a career spanning nuclear physics, software engineering, digital transformation, and customer experience strategy, Jordan brings a fresh perspective to technology’s role in understanding people and markets. He has advised global brands, led innovation programs, and built products across industries from financial services to fast-casual dining.Drawing on this diverse background, Jordan excels in working with clients to help them realize how AI-powered synthetic research can not only deliver faster and more cost-effective results, but also introduces surprising benefits and fresh perspectives into a market researcher's toolkit. Jordan Harper on LinkedIn: https://www.linkedin.com/in/jordanharper/ Resources Qualtrics: https://www.qualtrics.com The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://aglbrnd.co/r/2868abd8085a9703 Drive your customers to new horizons at the premier retail event of the year for Retail and Brand marketers. Learn more at CRMC 2026, June 1-3. https://aglbrnd.co/r/d15ec37a537c0d74 Enjoyed the show? Tell us more at and give us a rating so others can find the show at: https://aglbrnd.co/r/faaed112fc9887f3 Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstromDon't miss a thing: get the latest episodes, sign up for our newsletter and more: https://aglbrnd.co/r/35ded3ccfb6716ba Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company

What if the most expensive moment in your customer acquisition funnel is also your most ignored opportunity? Agility requires seeing a user’s “no” not as a final endpoint, but as a data point that signals a need for a different path. It demands that we pivot in real-time to offer alternative forms of value, rather than simply writing off the investment and the relationship. Today, we're going to talk about one of the biggest blind spots in the subscription economy: the paywall. For most apps, this is a binary, all-or-nothing moment where up to 95% of hard-won users say "no" and are effectively treated as a lost cause. We’ll explore why that moment of decline isn’t the end of the customer journey, but potentially the most valuable opportunity to build a different kind of relationship and unlock new revenue. To help me discuss this topic, I'd like to welcome Michael Gants, Founder and CEO at Encore. About Michael Gants Michael Gants is the Founder and CEO of Encore, an iOS SDK that helps subscription apps monetize the 90–95% of users who decline the initial paywall.Michael studied economics at Harvard College, where he graduated as a John Harvard Scholar, and later earned his MBA from Stanford Graduate School of Business. His career spans consumer product development, growth strategy, and venture capital, with a focus on sustainable, user-first monetization. Before Encore, Michael founded Yaw, an AI-powered shopping assistant. He has also worked in innovation consulting at Innosight (Clay Christensen’s firm) and sourced early-stage ML investments as a Venture Fellow at Hyperplane. He brings a behavioral lens to product monetization, drawing on his background in consumer psychology and his experience building products that align business incentives with user value. Through Encore, Michael works with mobile app teams to rethink what happens when a user says “no” to a subscription: turning that moment from a dead end into a monetization and retention opportunity. Michael Gants on LinkedIn: https://www.linkedin.com/in/michaelgants/ Resources Encore: https://www.encorekit.com/?ref=agile This episode is brought to you by Encore, an iOS SDK that helps subscription apps monetize paywall declines.  More than 90% of users decline a subscription paywall. And most apps treat that moment as the end of the customer journey. Encore turns those declines into revenue by presenting brand-safe partner offers that keep users engaged and improve lifetime value. Learn more at https://www.encorekit.com/?ref=agile Drive your customers to new horizons at the premier retail event of the year for Retail and Brand marketers. Learn more at CRMC 2026, June 1-3. https://aglbrnd.co/r/d15ec37a537c0d74 Enjoyed the show? Tell us more at and give us a rating so others can find the show at: https://aglbrnd.co/r/faaed112fc9887f3 Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstrom Don't miss a thing: get the latest episodes, sign up for our newsletter and more: https://aglbrnd.co/r/35ded3ccfb6716ba Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company

What if the biggest risk to your next global campaign isn’t the market, but the months you’ll spend waiting for research to tell you what the market wants? Agility requires not just moving quickly, but making high-confidence decisions at the speed of the market. It demands that our ability to learn and validate is no longer the primary bottleneck to our ability to act. We are in Seattle at the Qualtrics X4 Summit, and today,we're going to talk about how to overcome the speed to insights bottleneck. We'll explore a fundamental shift in market research, moving away from slow, traditional cycles and toward a world where synthetic data and AI can give us near-instantaneous insights, allowing us to simulate customer behavior and de-risk major decisions before they even launch. To help me discuss this topic, I'd like to welcome back to the show, Ali Henriques, Executive Director of Market Research at Qualtrics. About Ali Henriques Ali, a market research practitioner, leads research innovation for Qualtrics Edge, which comprises of AI-powered tools and solutions, wrapped in human-powered services. With nearly 2 decades of market research experience, Ali spearheads thought leadership for Edge, guiding the innovation pipeline for transformative research tools and supporting our legacy services business to deliver 10,000 projects per year. Ali Henriques on LinkedIn: https://www.linkedin.com/in/ali-henriques-2581683/ Resources Qualtrics: https://www.qualtrics.com The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://aglbrnd.co/r/2868abd8085a9703 Drive your customers to new horizons at the premier retail event of the year for Retail and Brand marketers. Learn more at CRMC 2026, June 1-3. https://aglbrnd.co/r/d15ec37a537c0d74 Enjoyed the show? Tell us more at and give us a rating so others can find the show at: https://aglbrnd.co/r/faaed112fc9887f3 Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstromDon't miss a thing: get the latest episodes, sign up for our newsletter and more: https://aglbrnd.co/r/35ded3ccfb6716ba Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company

What if the biggest risk in the AI era isn't falling behind the technology, but getting ahead of your customers' trust? Agility requires a constant feedback loop between technological innovation and customer sentiment. It demands that we not only deploy new tools like AI, but also actively listen and adapt to how our customers are actually experiencing them. Today, we're going to talk about the delicate balance brands must strike in the age of AI. It’s not just about implementing the latest generative AI tools into the shopping experience; it’s about doing so in a way that builds, rather than erodes, the customer trust and loyalty you’ve worked so hard to create.To help me discuss this topic, I'd like to welcome, Romain Fouache, CEO at Akeneo. About Romain Fouache Romain is as passionate about technology as he is about solving the customers’ biggest problems and brings more than 20 years of experience scaling category defining B2B technology companies. Most recently, he led operations and sales as COO and then CRO of the leading AI software vendor Dataiku. Romain is a graduate from Ecole Centrale Paris and holds an MBA from NYU Stern. Romain Fouache on LinkedIn: https://www.linkedin.com/in/romain-fouache/ Resources Akeneo: https://www.akeneo.com The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://aglbrnd.co/r/2868abd8085a9703 Drive your customers to new horizons at the premier retail event of the year for Retail and Brand marketers. Learn more at CRMC 2026, June 1-3. https://aglbrnd.co/r/d15ec37a537c0d74 Enjoyed the show? Tell us more at and give us a rating so others can find the show at: https://aglbrnd.co/r/faaed112fc9887f3 Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstromDon't miss a thing: get the latest episodes, sign up for our newsletter and more: https://aglbrnd.co/r/35ded3ccfb6716ba Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company

What if the ultimate goal of customer experience isn't to create a memorable moment, but to deliver an outcome so seamless and intuitive that the customer doesn't remember the experience at all? Agility requires brands to pivot from building complex, memorable journeys to engineering simple, almost invisible pathways to customer outcomes.Today, we're going to talk about a counterintuitive but powerful idea: that the future of customer experience is not about creating more elaborate experiences, but about radically simplifying them to the point where they become forgettable—in a good way. We'll explore how focusing on effortless outcomes and leveraging AI to enable simplicity can become a measurable growth strategy. To help me discuss this topic, I'd like to welcome, Megan Lukitsch, Vice President of Global Sales, CX at CSG. About Megan Lukitsch As Vice President of Global Sales, CX at CSG, Megan Lukitsch brings 25+ years of experience helping global brands transform customer engagement, drive retention, and modernize CX strategy. A leader in enterprise communications and digital transformation, Megan has led initiatives across AT&T, Verizon, ShoreTel, 8x8, and now CSG, consistently delivering measurable impact at the intersection of technology and experience. Megan Lukitsch on LinkedIn: https://www.linkedin.com/in/meganlukitsch/ Resources CSG: https://www.csgi.com/ The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://aglbrnd.co/r/2868abd8085a9703 Drive your customers to new horizons at the premier retail event of the year for Retail and Brand marketers. Learn more at CRMC 2026, June 1-3. https://aglbrnd.co/r/d15ec37a537c0d74 Enjoyed the show? Tell us more at and give us a rating so others can find the show at: https://aglbrnd.co/r/faaed112fc9887f3 Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstromDon't miss a thing: get the latest episodes, sign up for our newsletter and more: https://aglbrnd.co/r/35ded3ccfb6716ba Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company

If your brand guide is a book of laws that everyone ignores, how do you create a shared belief that people both follow and actually want to embrace? Agility requires a shared understanding that’s more than a set of rules; it's a way of thinking that allows teams to make consistent decisions, even when they’re not in the same room. Today, we're going to talk about Design Systems and Systems Thinking, and specifically, how to build a design language your whole organization can actually use. We'll explore why so many design systems fail by focusing on components instead of conviction, and how rooting a brand in a core, shared belief allows it to scale without breaking. To help me discuss this topic, I'd like to welcome Jenna Kennedy, Client Strategy at The Office of Experience, and Chris Taylor, Head of Brand Experience at DDN. About Jenna Kennedy and Chris Taylor Jenna Kennedy: https://www.linkedin.com/in/jennabkennedy/ Chris Taylor: https://www.linkedin.com/in/chris-taylor-3961b277/ Resources The Office of Experience and DDN: https://www.officeofexperience.com This episode is brought to you by The Office of Experience, a design-driven, digital-first, vertically integrated and collaborative agency that believes in the power of ideas and the strength of people.Learn more at https://www.officeofexperience.com Drive your customers to new horizons at the premier retail event of the year for Retail and Brand marketers. Learn more at CRMC 2026, June 1-3. https://aglbrnd.co/r/d15ec37a537c0d74 Enjoyed the show? Tell us more at and give us a rating so others can find the show at: https://aglbrnd.co/r/faaed112fc9887f3 Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstrom Don't miss a thing: get the latest episodes, sign up for our newsletter and more: https://aglbrnd.co/r/35ded3ccfb6716ba Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company

If you had to start your business over from scratch today, would you build it the same way, or would you build it entirely around an AI core? Agility requires more than just adapting to change; it demands a willingness to proactively dismantle what's working today in order to build what's necessary for tomorrow. It’s about challenging the very playbook that brought you success, especially when a fundamental shift like AI arrives. Today, we're going to talk about the playbook for building a unicorn-level business in one era, and the courage it takes to reinvent that playbook for the next. We’ll discuss the difference between using AI as a feature versus using it as a foundation, and how leadership and team structure need to evolve to not just survive, but thrive, during this shift. To help me discuss this topic, I'd like to welcome, Jason VandeBoom, Founder & CEO at ActiveCampaign. About Jason VandeBoom Jason founded ActiveCampaign in 2003 and continues to lead the company as Founder and CEO. Under his leadership, ActiveCampaign has become the leading intelligent marketing automation platform, supporting over 180,000 businesses across 170+ countries. Now with over 700 employees across offices in the USA, Europe, Australia, Costa Rica, and Brazil, Jason has transformed ActiveCampaign from a side project to support his studies into a $250m+ ARR privately-owned leader in marketing automation. Jason also serves on the board of the Future Founders Foundation, a Chicago-based organization dedicated to empowering the next generation of business leaders and entrepreneurs. Jason VandeBoom on LinkedIn: https://www.linkedin.com/in/jvandeboom/ Resources ActiveCampaign: https://www.activecampaign.com/ The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://aglbrnd.co/r/2868abd8085a9703 Drive your customers to new horizons at the premier retail event of the year for Retail and Brand marketers. Learn more at CRMC 2026, June 1-3. https://aglbrnd.co/r/d15ec37a537c0d74 Enjoyed the show? Tell us more at and give us a rating so others can find the show at: https://aglbrnd.co/r/faaed112fc9887f3 Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstrom Don't miss a thing: get the latest episodes, sign up for our newsletter and more: https://aglbrnd.co/r/35ded3ccfb6716ba Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company

In a world of fleeting social trends, how do you build a creator strategy that drives measurable, long-term revenue instead of just chasing momentary spikes in engagement? Agility requires not just launching campaigns, but building systems that can learn and adapt in real-time based on actual consumer behavior and sales data. Today, we're going to talk about the evolution from influencer marketing to true creator commerce. This isn't just about paying for posts anymore; it's about building scalable, data-driven ecosystems where creators become a genuine extension of your sales and merchandising teams, directly impacting the bottom line. We are here at eTail Palm Springs, and to help me discuss this topic, I'd like to welcome, Wendy Wildfeuer, Co-Founder at Motom. About Wendy Wildfeuer Wendy Wildfeuer is a leading expert in the creator economy and social commerce, helping brands and retailers turn creator marketing into scalable, sustainable revenue through Motom’s white-label creator storefront solution, Anchor. Wendy’s career spans leading marketing and monetization for iconic teen brands such as dELiA*s, Alloy, and Gossip Girl. She also played a pivotal role in the rise of YouTube influencer networks and spearheaded NBCU’s first original digital IP production deal for brands with Broadway Video, creators of Saturday Night Live. A recognized innovator at the intersection of retail, tech, and media, Wendy brings extensive expertise as brands look to take back control of the shopper journey in a rapidly evolving digital landscape, where social commerce is a critical pillar of a unified commerce strategy. Resources Motom: https://company.motom.me Take your personal data back with Incogni! Use code AGILE at the link below and get 60% off an annual plan: https://aglbrnd.co/r/c43e68ce5cfb321e The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://aglbrnd.co/r/2868abd8085a9703 Drive your customers to new horizons at the premier retail event of the year for Retail and Brand marketers. Learn more at CRMC 2026, June 1-3. https://aglbrnd.co/r/d15ec37a537c0d74 Enjoyed the show? Tell us more at and give us a rating so others can find the show at: https://aglbrnd.co/r/faaed112fc9887f3 Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstromDon't miss a thing: get the latest episodes, sign up for our newsletter and more: https://aglbrnd.co/r/35ded3ccfb6716ba Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company