Author: Greg Kihlström

This article was written for MarTech by Greg Kihlström. In agentic commerce, brand shifts from a perception advantage to a verifiable advantage. Customers may still choose brands based on emotion or identity, but their AI agents will evaluate those brands using measurable signals such as price transparency, fulfillment reliability,…

Trust Signal Density is one of six strategic dimensions in the Brand Visibility for Agentic Commerce (BVAC Framework), sitting above the two prerequisites the agent uses to resolve a brand and a product before anything strategic is weighed. It is the dimension that captures whether a brand’s trustworthiness is…

Recent research surfaces a single dominant pattern: the AI infrastructure layer and the data layer underneath it are consolidating faster than most marketing organizations are restructuring around them. Gartner’s latest forecast puts global AI spending at $2.59 trillion in 2026, a 47% jump year-over-year, with enterprises still trailing vendors…

Marketing and sales have been focused on the funnel for decades now, with roles and in some cases, entire teams taking actions to move customers through one stage to the next. Now, with agentic commerce in the rise, the traditional multi-step journey of browsing visual catalogs, reading reviews, comparing…

A growing share of product research, comparison, and purchasing now runs through an AI agent rather than a person. The agent interprets the request, narrows the field, and returns a small set of purchase-ready options, and the customer chooses from those. This is measurable. Adobe Analytics recorded generative-AI-referred traffic…

A growing share of product research and buying now runs through an AI agent rather than a person. The agent reads the request, narrows the field, and hands back a few options ready to buy. The customer picks from a list someone else built.

Most brands are still optimizing for the wrong reader. The work that earns attention from a human shopper — narrative, design, persuasive merchandising — is largely invisible to the system that now determines whether the brand reaches that shopper at all. The Brand Visibility for Agentic Commerce (BVAC) Framework…

This article was written by Greg Kihlström for CMSWire. Since User Experience (UX) has been a discipline, the “user” has been synonymous with a human being for obvious reasons: humans were the consumers of software tools, websites, mobile apps and all the other experiences that fall under this umbrella.…

Are you building an organization of marketers using AI tools, or an organization of AI agents managed by marketers? This question usually earns me a few nervous laughs when I …

This article was written for MarTech by Greg Kihlström. We’re experiencing a conflict between the economic pressure to produce quick and cheap research results and the scientific demand for rigor. Hundreds, if not thousands, of lifelike personas can be generated within minutes by vendors promising strong results. But these…