Category: Articles

Melissa Gallo thinks that framing misses where the money actually goes. She’s Vice President, Solutions and Delivery at Vantage, and before that she ran client success at CVS Media Exchange and revenue operations at Walmart Connect — two of the networks brands argue about funding.

This article is based on a Q&A with InCheq VP of Customer Success Brianna Van Zanten and Greg Kihlström for The Agile Brand Guide’s Expert Mode series. Most customer experience roadmaps are addition problems. Another personalization rule, one more touchpoint in the lifecycle, a new content series, an extra…

What if the more potent digital experience strategy isn’t addition, but a highly disciplined form of subtraction? What if the key to agility at scale isn’t moving faster, but being more deliberate about what you choose not to do?

In today’s complex marketplace, brand awareness is no longer sufficient. Customers and B2B buyers face a deluge of information, much of it AI-generated, making it increasingly difficult to discern authenticity and build genuine trust.

A recent study conducted by Five9 and Hanover Research in April 2026, surveying 3,000 consumers and 600 business decision-makers across the US, UK, and Germany, reveals critical insights into consumer trust, frustration points, and preferences regarding AI in customer service.

When upwards of 60% of consumers begin their shopping journey with an AI tool, as recent research shows, they are not entering the top of your funnel. They are entering a new discovery engine that you don’t own, can’t instrument, and barely understand.

A recent study by Demand-Genius, Selling GEO, surveyed 47 B2B agencies, primarily senior commercial leaders and owners, offering a candid look into how they are pricing, packaging, and delivering AI search capabilities.

Locality’s Keith Kazerman on why converging broadcast and streaming is an organizational problem, what audience-first planning breaks first, and what CMOs should own.

New research from TFC finds that as AI accelerates, the one thing it cannot replicate is the experience of being there — and reveals how Connection, Credibility, and Conviction close the gap between knowing and believing to multiply the impact of live.

As customer expectations shift toward immediate, digital interactions, relying on fragmented tools or rigid commercial platforms creates operational drag.