Tag: Greg Kihlström

Gartner reports inference spending passed training spending in 2026. For CMOs, that makes verification a recurring operating cost on someone else’s meter. Here is how to price it and which instruments to own.

Point-of-purchase evidence has a shelf life. PubMatic, Makeable, Google, and METR each pushed AI verification from a buying decision into a continuously running function. What CMOs should own, instrument, and write into contracts.

Gartner, IAB, Cloudflare, and a candid APAC agency panel all landed in the same week on one question: what evidence quality does a number need before a CMO can spend against it. A practitioner’s read on grading AI measurement.

This is the dimension the Brand Visibility for Agentic Commerce (BVAC) framework calls Latency and Data Freshness, and it’s the one most likely to be doing real damage in a brand that has done everything else right. It isn’t about whether the data exists — that’s Attribute Completeness, a…

New research puts a measurable ceiling on multi-agent coordination: collective accuracy peaks near 16 agents and declines after. Why verification cost, not compute, now governs how far marketing teams can scale agentic execution.

Enterprise marketing reports 70% AI deployment and 85% missed launch dates. New research from Knak, StackAdapt, Algolia, and Progress Software shows AI capacity landed on drafting while approvals, assembly, and coordination still set the calendar.

This article was originally published on MarTech by Greg Kihlström. I sit through a lot of vendor pitches and conference keynotes. After enough of them, the slides blur. AI-powered routing. AI-powered insights. AI-powered content. By the third talk, you can’t tell whether you’re being sold the same product four…

Consumers are fundamentally altering how they evaluate brands by shifting from actively browsing multiple tabs to delegating their discovery and evaluation to artificial intelligence. 

Agents that run continuously bill continuously. Holding companies are burying AI costs in principal media, OpenAI proposes useful intelligence per dollar as the enterprise metric, and only 24% of marketing organizations have integrated AI into everyday workflows. Why cost per completed task becomes the metric that matters in 2026.

Human sign-off on high-risk AI agent actions fell from 40% to 25% in six months even as fully agentic campaigns began shipping end to end. The July 25 Martech Futurist argues judgment scales by designing oversight, not by adding reviewers, with data from JumpCloud, BCG, Broadsign, and Microsoft.