Marketing technology veteran Greg Kihlström makes the case that algorithms are supporting actors, not the plot.
Arlington, VA – August 12, 2025 – Marketers chasing the next algorithmic silver bullet might want to keep the receipt. In his new book, AI Isn’t a Goal (or a Strategy), best-selling author, advisor, and podcast host Greg Kihlström argues that artificial intelligence should power existing business objectives—never replace them. The book is available today in print, e-book, and audiobook formats.
“Putting ‘Implement AI’ on a roadmap is like writing ‘Buy treadmill’ on a diet plan and calling it fitness,” Kihlström says. “Tools matter, but outcomes matter more.” Drawing on two decades of advising Fortune 1000 brands, Kihlström sets out a practical framework for turning AI from corporate trophy to performance engine.
Inside the Book
- A plain-spoken audit to separate measurable goals from tech fetishism.
- Checklists for piloting AI projects without the usual budget sinkholes.
- Playbooks that align data, workflow, and measurement—so AI initiatives dodge the fate of last year’s abandoned dashboards.
- Real-world cases showing how enterprises trimmed customer-acquisition costs and boosted lifetime value by treating AI as infrastructure, not headline.
Availability
AI Isn’t a Goal (or a Strategy) is published by The Agile Brand® and available worldwide in print and digital formats.
Learn more about the book on The Agile Brand Guide website: https://www.agilebrandguide.com
About Greg Kihlström
Greg Kihlström is a best-selling author, speaker, and entrepreneur, currently an advisor and consultant to top companies on marketing technology, customer experience, and digital transformation initiatives as Principal at The Agile Brand®. He is also the host of The Agile Brand with Greg Kihlström podcast. He is a two-time CEO and Co-Founder, growing both companies organically and through acquisitions, and ultimately leading both to be acquired. He has worked with some of the world’s top brands.
He earned an MBA and is a member of the School of Marketing Faculty at the Association of National Advertisers. Greg is Lean Six Sigma Black Belt certified, is an Agile Certified Coach (ICP-ACC), and holds a certification in Business Agility (ICP-BAF).
Greg has had multiple best–selling books, including his Agile Brand Guides series on marketing technology platforms and practices. His eleventh and most recent book, House of the Customer (2023) discusses the 1:1 personalized customer experience of the future, and how brands can organize the people, processes, and platforms that enable it. Meaningful Measurement of the Customer Experience (2022), provides guidance on how to create a customer-centric culture that prioritizes customer needs while aligning internal teams around a common goal. His award-winning podcast, The Agile Brand with Greg Kihlström, launched in early 2019, discusses brand strategy, marketing, and customer experience with some of the world’s leading experts and leaders.
Greg is a contributing writer to MarTech and CMSWire, and has been featured in publications such as Forbes, Advertising Age, and The Washington Post. Greg has been named a 2022 Top 10 Marketing and Customer Experience Thought Leader by Thinkers 360, was named one of ICMI’s Top 25 CX Thought Leaders two years in a row, and a two-time DC Inno 50 on Fire winner as a DC trendsetter in Marketing.
Learn more at: https://www.gregkihlstrom.com
About The Agile Brand®
Providing marketing leaders and aspiring leaders with the insights, ideas, training, and consulting that are needed to stay competitive and meet rising customer expectations
The Agile Brand consists of several media and online properties that educate and engage leaders and teams in the marketing and customer experience practice areas. From the award-winning podcast The Agile Brand with Greg Kihlström®, Delighted Customers with Mark Slatin, or the B2B Agility with Greg Kihlström™ podcast, to the internationally best-selling Agile Brand Guides series of books, to the writing and advisory of entrepreneur and thought leader Greg Kihlström, The Agile Brand provides a variety of ways for marketers to learn, engage, and stay competitive in a world of rising consumer expectations.
Learn more at https://www.agilebrandguide.com
