Tag: Greg Kihlström

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.

From Greg Kihlström’s Martech Futurist blog. Capability is arriving on a purchase order. The capacity to decide what an agent may do, verify what it did, and answer for the result arrives through hiring, training, and organizational design, and it arrives much more slowly. The last three editions worked…

Every conversation this week circles the same uncomfortable finding: the constraint on marketing performance is no longer capability. It is the distance between what an organization knows and what it can actually act on. Stephanie Trunzo, Chief Executive Officer at MERGE, argues that artificial intelligence (AI) is not creating…

From Greg Kihlström on the Martech Fururist blog. A survey of enterprise deployments finds that identity is the control organizations are least likely to have put in place. Perimeter research finds the same requirement outside the firewall, where an agent reaching your site may belong to a customer, a…

Marketing agents are moving from recommending a decision to executing it, on budgets, targeting, and messaging, often before any human reviews the choice. The ceiling on how much of that work an organization can hand over is no longer set by model capability. It is set by two things…

The Brand Visibility for Agentic Commerce framework scores a brand’s data surface — what an agent can resolve, compare, and trust — and the implicit assumption is that the agent is a fixed quantity the data is measured against. The evidence says the agent is a variable too. A…

This week’s marketing, AI, and CX podcast digest: Criteo’s Todd Parsons on channel silos, HubSpot’s Kipp Bodnar on AEO and AI search, CPK’s Rick Rosenfield on brand culture, Crunchbase’s Ann Davis on AI ROI, and Docket’s Arjun Pillai on conversational AI agents.