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#857: Tealium’s Zack Wenthe on the hidden challenge of AI-driven commerce
Today, we’re going to talk about the hidden challenge of AI-driven commerce. As major brands roll out compelling shopping experiences on platforms like Google’s Gemini, they risk creating a new data black box. When customer interactions happen inside these AI environments, the insights from those conversations can become disconnected from the overall customer journey, making it difficult to measure impact and act on what you’ve learned. To help me discuss this topic, I’d like to welcome Zack Wenthe, Director of Product Marketing & Customer Data Evangelist at Tealium. Zack, welcome to the show!
From the creators of The Agile Brand with Greg Kihlström® podcast, and the internationally best-selling The Agile Brand Guide® series of books on marketing technology topics, we're here to give marketers information and insights to make better decisions.
Martechipedia™ Wiki
The marketing wiki with everything you need to know:
Most popular terms
Brandlight
Brandlight is a SaaS platform focused on AI visibility and brand intelligence—measuring how a…
Technology Adoption Model (TAM)
The Technology Adoption Model (TAM) is a theoretical framework that explains how users come…
Content Marketer
A content marketer is a creative professional who is responsible for creating, managing, and…
Bronze, Silver, and Gold Data Layers
The Bronze, Silver, and Gold Data Layers are a multi-tiered data architecture approach used…
Significance (σ or Sigma)
Significance in statistics refers to the measure of how far a result deviates from…
Conversion Rate (CR)
Conversion Rate (CR) is a fundamental metric in digital marketing used to measure the…
Line of Business (LOB)
Line of Business (LOB) refers to a category within a company that deals with…
Business Unit (BU)
A Business Unit (BU) is a distinct subdivision within a larger company that operates…
Business Value Pyramid
One way to look at business value is by using the Business Value Pyramid…
Customer Lifetime Value (CLV)
This is a calculation of the total value of a customer over their entire…
Qualtrics XM Platform
Qualtrics XM Platform is a comprehensive experience management (XM) platform that helps organizations collect,…
Compound Annual Growth Rate (CAGR)
The Compound Annual Growth Rate (CAGR) is a financial metric used to measure the…
Latest Research
The more recent insights, trends, and stats to guide your work
Incubeta: Bridging the Marketer’s Confidence Paradox: From Activity to Impact
While confidence in marketing performance is often high, a disconnect frequently exists between perceived success and actual business impact. This…
Up-to-the-Minute
Analysis & Insights from the last 48 hours
The dominant theme of yesterday’s marketing technology and AI news is that the architecture of how marketing decisions get made is being restructured in real…
Yesterday’s wave of press releases tells a story that goes well beyond the usual vendor hype cycle — and CMOs need to read it carefully.…
Recent research from Forrester, Gartner, and HBR converges on a hard truth: the AI transition in marketing has moved past experimentation — and most teams…
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