Category: Expert Mode

The mandate from the C-suite is clear, and it has been for some time: “Do something with AI.” For enterprise marketing leaders, this directive has become a constant hum in the background of every strategic discussion. The most common response, and a logical one at that, is to spin…

Donatas Smailys, co-founder and CEO of Billo, a user-generated content platform that turns creator videos into ads for Meta, TikTok, and YouTube Shorts, thinks the ground under that advice is moving. Just not the way the headlines say it is.

As leaders, we understand that the real challenge isn’t simply adopting the latest generative tool. It’s about integrating this powerful technology with discernment. It’s about drawing a clear, unwavering line between tasks that can be accelerated and decisions that must remain fundamentally human. This is where true agility lies—not…

The promise of hyper-personalized campaigns at scale, predictive analytics that feel clairvoyant, and content generation on an unprecedented level is too great to ignore. Yet, in this gold rush for technological advantage, a quiet, nagging question persists: in our pursuit of the perfectly optimized, algorithmically-driven machine, what essential human…

I recently had a conversation with Coca-Cola FEMSA’s Chief Data Officer, Jose Martinez, at the AI4 conference in Las Vegas, and his perspective is a masterclass in pragmatism. He’s not a futurist selling a vision of a fully autonomous enterprise; he’s an architect in the trenches, building a data…

As marketing leaders, we’ve operated for years under a new-ish paradigm: a brand is no longer what a company says it is, but the sum total of every experience a customer has.

Answering questions for The Agile Brand Guide ahead of his Ai4 session on safe AI adoption, Shawn Surber argued that a blocked AI tool doesn’t buy you a delay. It buys you a detour, and the detour is where your data actually goes missing.

Alexi Hatch from Acoustic on customer intent and the new customer relationship playbook.

This disconnect between our internal operating models and external customer reality is more than just an operational headache; it is a profound strategic liability. It creates waste, obscures truth, and puts a ceiling on growth. And now, the advent of sophisticated AI is not merely offering a new tool…

This article was based on the interview with Hubspot CMO Kipp Bodnar on brand discovery in an age of AI search by Greg Kihlström, AI and MarTech keynote speaker for The Agile Brand with Greg Kihlström podcast.