The Agile Brand with Greg Kihlström®: Expert Mode Marketing Technology, AI, & CX

With AI like ChatGPT now handling the customer journey from search to potentially the entire transaction, are we about to witness the end of the brand website as the primary point of conversion? Agility requires not just reacting to new technologies like AI, but proactively redesigning the core operating model of the marketing organization. It demands a shift from mastering a set of fixed channels to building a flexible system that can learn, test, and scale with entirely new platforms for discovery and engagement. Today, we're going to talk about how AI is fundamentally rewriting the playbook for marketing—from how customers discover brands in the first place, to the very nature of content creation, and the operational realities of building a team and a tech stack that can keep up. It's a topic filled with both existential threats and massive opportunities.To help me discuss this topic, I'd like to welcome Lisa Avvocato, Chief Marketing Officer at Vitam and former VP of Marketing and Community at Sama. About Lisa Avvocato Lisa Avvocato on LinkedIn: linkedin.com/in/lisaavvocato Resources Vitam: https://thevitam.com/ The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://www.teksystems.com/versionnextnow Catch the future of e-commerce at eTail Palm Springs, Feb 23-26 in Palm Springs, CA. Go here for more details: https://etailwest.wbresearch.com/ Drive your customers to new horizons at the premier retail event of the year for Retail and Brand marketers. Learn more at CRMC 2026, June 1-3. https://www.thecrmc.com/ Enjoyed the show? Tell us more at and give us a rating so others can find the show at: https://ratethispodcast.com/agileConnect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstromDon't miss a thing: get the latest episodes, sign up for our newsletter and more: https://www.theagilebrand.showCheck out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company

What if I told you that for every new dollar you’ve added to your marketing budget in the last two years, your actual impact on customers has gone down? Agility requires moving beyond the muscle memory of simply increasing ad spend. It demands a continuous reassessment of what truly connects with customers and a willingness to pivot creative strategy based on real-time cultural and emotional insights. Today, we're going to talk about a paradox that's likely keeping many marketing leaders up at night: the massive increase in global ad spend versus the startling drop in marketing impact. It's what Shutterstock's latest research calls the "impact gap," and we'll explore why the old playbook of just spending more is broken, and what the new drivers of success—like emotional connection, cultural relevance, and AI-powered personalization—actually look like in practice. To help me discuss this topic, I'd like to welcome, Allison Sitzman, Vice President of Brand Strategy at Shutterstock. About Allison Sitzman Drawing on over 20 years of experience, Allison Sitzman is a strategic marketing leader who helps brands navigate inflection points, translating customer insight into growth and differentiation. Allison leads Shutterstock’s Brand Strategy organization, overseeing the global brand portfolio. She is responsible for defining and evolving Shutterstock’s positioning, audience strategy, and brand architecture. Allison’s leadership is focused on meaningful connection, business growth, and the consistent expression of the company’s purpose to fuel great work. Beyond her marketing leadership, Allison is deeply committed to building inclusive, high-performing teams. She previously co-chaired Cox Automotive’s women’s employee resource group and now serves as co-executive sponsor of Shutterstock’s LGBTQ+ employee resource group, advocating for belonging, empathy, and emotionally intelligent leadership across creative and marketing organizations. Allison Sitzman on LinkedIn: https://www.linkedin.com/in/allisonsitzman/ Resources Shutterstock: https://www.shutterstock.com Read the Shutterstock report: The Impact Gap: Uncovering the Hidden Drivers That Make Creativity More Powerful The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://www.teksystems.com/versionnextnow Catch the future of e-commerce at eTail Palm Springs, Feb 23-26 in Palm Springs, CA. Go here for more details: https://etailwest.wbresearch.com/ Drive your customers to new horizons at the premier retail event of the year for Retail and Brand marketers. Learn more at CRMC 2026, June 1-3. https://www.thecrmc.com/ Enjoyed the show? Tell us more at and give us a rating so others can find the show at: https://ratethispodcast.com/agile Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstrom Don't miss a thing: get the latest episodes, sign up for our newsletter and more: https://www.theagilebrand.show Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company

This episode is brought to you by Novi. Novi is the infrastructure powering brand growth in AI commerce. By connecting brands, certification bodies, and major retailers, Novi ensures verified product data is accurate, consistent, and surfaced where shoppers and AI models search, turning credibility into authority, visibility, and conversion. Learn more at noviconnect.com As we look ahead to the next holiday season, will your marketing strategy even matter if an AI agent is making the final recommendation for the consumer? Agility requires more than just the latest AI tools. It sometimes requires fundamentally re-engineering how your brand earns visibility and trust in an algorithm-driven world. It demands a shift from winning clicks on a search page to becoming the definitive answer for an AI agent. Today, we're going to talk about how agentic AI is quietly becoming the new gatekeeper between brands and consumers, radically changing e-commerce discovery and purchase behavior, especially in the CPG and retail space. To help me discuss this topic, I'd like to welcome, Kimberly Shenk, CEO at Novi, our Resident Expert on AI-Driven Commerce. Kimberly, welcome to the show! About Kimberly Shenk Kimberly Shenk is co-founder and CEO of Novi, a technology company that helps CPG brands and retailers ensure consumers can easily discover and select their products when using AI assistants to shop. A serial tech entrepreneur, Shenk has led data science teams at early and midstage startups such as Eventbrite, Domino Data Labs and NakedPoppy, where she was a co-founder and Head of Product. Before transitioning to the private sector, Shenk served as a United States Air Force Captain for five years, holding the chief data scientist position at the Pacific Air Force headquarters in Hawaii. She holds a BS from the U.S. Air Force Academy and an MS in data science from the Massachusetts Institute of Technology (MIT). In 2025, she was named to the Inc. Female Founders 500 list for a second time. Kimberly Shenk on LinkedIn: https://www.linkedin.com/in/kimberlyshenk/ Resources Novi: https://www.noviconnect.com/ This episode is brought to you by Novi. Novi is the infrastructure powering brand growth in AI commerce. By connecting brands, certification bodies, and major retailers, Novi ensures verified product data is accurate, consistent, and surfaced where shoppers and AI models search, turning credibility into authority, visibility, and conversion. Learn more at noviconnect.com Catch the future of e-commerce at eTail Palm Springs, Feb 23-26 in Palm Springs, CA. Go here for more details: https://etailwest.wbresearch.com/ Drive your customers to new horizons at the premier retail event of the year for Retail and Brand marketers. Learn more at CRMC 2026, June 1-3. https://www.thecrmc.com/ Enjoyed the show? Tell us more at and give us a rating so others can find the show at: https://ratethispodcast.com/agile Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstrom Don't miss a thing: get the latest episodes, sign up for our newsletter and more: https://www.theagilebrand.show Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company

With AI poised to generate nearly infinite content, personalization, and experiences, is the single most important thing marketers should be focused on actually something that can’t be automated at all? Agility requires not just adopting new technologies, but knowing when and how to double down on timeless human principles. It’s about integrating the power of AI without losing the soul of the brand. Today, we're going to talk about the unexpected paradox of the AI revolution. As artificial intelligence becomes more capable of creating, personalizing, and automating customer interactions at scale, the most critical differentiator for a business isn't a better algorithm, but a stronger, more trusted brand. We’ll explore why brand is becoming the essential human edge in an increasingly automated world, and how leaders can harness AI not to replace their brand, but to amplify it. To help me discuss this topic, I'd like to welcome, Jessica Shapiro, Chief Marketing Officer at LiveRamp. About Jessica Shapiro Jessica Shapiro is Chief Marketing Officer at LiveRamp (NYSE: RAMP), where she leads global marketing strategy and execution. With deep experience guiding companies through critical growth inflection points, she is known for building brands, shaping categories, and aligning marketing with business strategy.Over the past two decades, Jessica has held senior marketing leadership roles at Microsoft, Starbucks, and SAP—helping established brands navigate change, scale new offerings, and grow in competitive markets. Her expertise spans brand development, go-to-market strategy, communications, and demand generation. Jessica holds a BA from Brown University and an MBA from the University of Washington.,Yes,This will be completed shortly Jessica Shapiro on LinkedIn: https://www.linkedin.com/in/jessicamshapiro/ Resources LiveRamp: https://liveramp.com/ The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://www.teksystems.com/versionnextnow Catch the future of e-commerce at eTail Palm Springs, Feb 23-26 in Palm Springs, CA. Go here for more details: https://etailwest.wbresearch.com/Drive your customers to new horizons at the premier retail event of the year for Retail and Brand marketers. Learn more at CRMC 2026, June 1-3. https://www.thecrmc.com/ Enjoyed the show? Tell us more at and give us a rating so others can find the show at: https://ratethispodcast.com/agileConnect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstromDon't miss a thing: get the latest episodes, sign up for our newsletter and more: https://www.theagilebrand.showCheck out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company

What if the foundation of your digital strategy, your corporate website, is becoming less important than the conversations happening about your brand in places you don't control? Agility requires a fundamental shift in mindset, moving beyond just broadcasting your message on owned channels to actively shaping the narrative across an entire ecosystem you don't fully control. Today, we're going to talk about how generative AI is creating a new layer between your brand and your customers, changing how they discover information and what they trust. We'll explore the surprising new balance of power between owned media and earned media, and what it means for your PR, content, and SEO strategies moving forward. To help me discuss this topic, I'd like to welcome, Mark Nardone, CMO at PAN. About Mark Nardone Mark has been a driving force at PAN since its inception. As part of the executive team, Mark oversees operations and leads strategic growth initiatives across business development and marketing.Mark’s acumen sparked PAN’s positioning as a brand-to-demand agency forged in PR. With more B2B brands seeking a modern, energetic, agile partner to connect the dots between brand awareness, demand acquisition, and growth, Mark saw an opportunity for PAN to meet those needs on a global scale through integrated, data-driven marketing and PR grounded in real-world impact.Passionate about all things AI and CX, Mark is active in Harvard’s Office of Technology Department Expert-in-Residence (XIR) program and the thought leadership realm. You can find his insights on the DMNews Podcast, Heinz Marketing Radio, PR News, Agile Brand, and Evan Kirstel LinkedIn Live. When he’s not discussing the latest marketing and PR trends, Mark enjoys golfing and spending time with his wife and two kids. Mark Nardone on LinkedIn: https://www.linkedin.com/in/mark-nardone-807560/ Resources PAN: https://www.pancommunications.com The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://www.teksystems.com/versionnextnow Catch the future of e-commerce at eTail Palm Springs, Feb 23-26 in Palm Springs, CA. Go here for more details: https://etailwest.wbresearch.com/Drive your customers to new horizons at the premier retail event of the year for Retail and Brand marketers. Learn more at CRMC 2026, June 1-3. https://www.thecrmc.com/ Enjoyed the show? Tell us more at and give us a rating so others can find the show at: https://ratethispodcast.com/agileConnect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstromDon't miss a thing: get the latest episodes, sign up for our newsletter and more: https://www.theagilebrand.showCheck out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company

As the year wraps up, we are replaying some of our favorite conversations from 2025, including this one!What could your CX teams do to strategically move your brand forward if they weren’t tethered to dashboards? Agility requires CX teams to move beyond reactive reporting and embrace proactive insight delivery. In an era where insights are instantly available through conversational AI, the strategic role of CX is about to shift—big time.Today we’re going to talk about how AI is reshaping customer experience by freeing CX teams from dashboards, static reports, and manual data analysis—and allowing them to lead strategically with real-time intelligence. About Sid Banerjee Sid currently serves as the Chief Strategy Officer at Medallia. He has nearly 30 years of experience building companies and solutions focused on customer experience, business intelligence, and AI-powered technologies. He was the Founder, CEO, Chairman, and Chief Strategy Officer at Clarabridge, and most recently served as Chief XM Strategy Officer at Qualtrics. He has held leadership roles at MicroStrategy, Claraview, Ernst & Young, and Sprint. He holds a BS/MS in Electrical Engineering from MIT. Sid Banerjee on LinkedIn: https://www.linkedin.com/in/sidbanerjeewdc/ Resources Medallia: https://www.medallia.com The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://www.teksystems.com/versionnextnow Catch the future of e-commerce at eTail Palm Springs, Feb 23-26 in Palm Springs, CA. Go here for more details: https://etailwest.wbresearch.com/ Enjoyed the show? Tell us more at and give us a rating so others can find the show at: https://ratethispodcast.com/agileConnect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstromDon't miss a thing: get the latest episodes, sign up for our newsletter and more: https://www.theagilebrand.showCheck out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company

As the year wraps up, we are replaying some of our favorite conversations from 2025, including this one!What if bankruptcy, a global financial crisis, and other hurdles along the way aren’t the end of your brand, but instead a way to help you define what it truly is?Agility requires a willingness to experiment and adapt, not just in your technology stack, but also in your organizational structure and the very culture of your company. It also demands a deep understanding of your customer and a commitment to delivering personalized experiences.Today, we're going to talk about building a resilient brand in the face of uncertainty, balancing the need for both efficiency and innovation, and the critical role of company culture in achieving long-term success. To help me discuss this topic, I'd like to welcome, Shawn D. Nelson, CEO at Lovesac. About Shawn D. Nelson Shawn D. Nelson is the author of Let Me Save You 25 Years: Mistakes, Miracles, and Lessons from the Lovesac Story. He is the founder and CEO of the Lovesac Company, which designs, manufactures, and sells such furniture as modular couches and bean bag chairs. Nelson holds a BA in Mandarin Chinese from the University of Utah and a Master’s degree in Strategic Design and Management from Parsons, The New School for Design in New York City, where he later became an instructor. Shawn D. Nelson on LinkedIn: https://www.linkedin.com/in/shawndnelson/ Resources Lovesac: https://www.lovesac.com The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://www.teksystems.com/versionnextnow Catch the future of e-commerce at eTail Palm Springs, Feb 23-26 in Palm Springs, CA. Go here for more details: https://etailwest.wbresearch.com/ Enjoyed the show? Tell us more at and give us a rating so others can find the show at: https://ratethispodcast.com/agileConnect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstromDon't miss a thing: get the latest episodes, sign up for our newsletter and more: https://www.theagilebrand.showCheck out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company

As the year wraps up, we are replaying some of our favorite conversations from 2025, including this one!AI can create immersive, human-centric experiences that not only drive sales but also foster enduring brand relationships in a rapidly evolving market. Today we’re going to talk about how AI-driven personalization allows retailers to move beyond generic experiences, crafting unique interactions that resonate with individual preferences and behaviors, thereby enhancing customer satisfaction and loyalty. I’m thrilled to be joined by Noah Zamansky, Vice President of Product, Tech and Design, Client Experience at Stitch Fix here at eTail Boston. About Noah Zamansky Noah Zamansky is VP of Product, Client Experience at Stitch Fix He was previously with eBay where he was the Senior Director of Product Management for Fashion & Vertical Experiences. Noah is a seasoned leader who has shaped product vision, strategy and experience as well as helped launch new lines of business. He is a strong collaborator with an ability to bring stakeholders and perspectives together to create the best result.  Noah Zamansky on LinkedIn: https://www.linkedin.com/in/nzamansky/ Resources Stitch Fix: https://www.stitchfix.com The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://www.teksystems.com/versionnextnow Catch the future of e-commerce at eTail Palm Springs, Feb 23-26 in Palm Springs, CA. Go here for more details: https://etailwest.wbresearch.com/ Enjoyed the show? Tell us more at and give us a rating so others can find the show at: https://ratethispodcast.com/agileConnect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstromDon't miss a thing: get the latest episodes, sign up for our newsletter and more: https://www.theagilebrand.showCheck out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company

As the year wraps up, we are replaying some of our favorite conversations from 2025, including this one!Customer lifetime value is a critical KPI, but with customer acquisition costs rapidly rising, what can brands do to successfully build long-term value for the business?Agility requires seeing past vanity metrics to the durable value hidden in customer relationships. When customer acquisition costs climb and privacy affects easy targeting, only nimble brands—those that align teams, data, and KPIs around lifetime value—stay ahead.All of this (and a few more things) are discussed in the recently-released Klaviyo B2C Report. To discuss it, I’d like to welcome Jamie Domenici, CMO at Klaviyo. About Jamie Domenici Jamie is Chief Marketing Officer at Klaviyo, the only CRM built for consumer brands. She has served as the Chief Marketing Officer since August 2023. With more than 20 years of experience in SaaS Marketing, Jamie has become a pioneer in SMB Marketing and a champion for small businesses. Prior to Klaviyo, Jamie served as the CMO of GoTo, a provider of SaaS and cloud- based remote work tools for collaboration and IT management, and before that, she held various marketing leadership positions at Salesforce for over ten years. Jamie holds a B.A. in International Relations from California State University, Chico. Jamie lives in the San Francisco Bay Area with her husband and two daughters. Jamie Domenici on LinkedIn: https://www.linkedin.com/in/jdomenici/ Resources Klaviyo: https://www.klaviyo.com The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://www.teksystems.com/versionnextnow Catch the future of e-commerce at eTail Palm Springs, Feb 23-26 in Palm Springs, CA. Go here for more details: https://etailwest.wbresearch.com/ Enjoyed the show? Tell us more at and give us a rating so others can find the show at: https://ratethispodcast.com/agileConnect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstromDon't miss a thing: get the latest episodes, sign up for our newsletter and more: https://www.theagilebrand.showCheck out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company

In this episode I’m going to do something a little different. As we wind down for the year, we’re going to be running some of our favorites from 2025 until the new year begins.Let’s take a look back at some of the overall themes discussed and point out a few highlights for me. I won’t be able to highlight everything of course but I found 5 themes really interesting. And, I won’t lie - I had a little help from AI in doing this. But that’s also kind of the point. We have all been using AI to do things to make our work easier, and I thought that poring through 150+ episodes recorded over 12 months is a perfect thing to have AI help me with. About Greg Kihlström Greg Kihlström is a best-selling author, speaker, and entrepreneur, and serves as an advisor and consultant to top companies on marketing technology, marketing operations, and digital transformation initiatives. He has worked with some of the world’s top brands, including Adidas, Coca-Cola, FedEx, HP, Marriott, Nationwide Insurance, Victoria’s Secret, and Toyota. He is a multiple-time Co-Founder and C-level leader, leading his digital experience agency to be acquired in 2017, successfully exited an HR technology platform provider he co-founded in 2020, and led a SaaS startup to be acquired by a leading edge computing company in 2021. He currently advises and sits on the Board of a marketing technology startup.In addition to his experience as an entrepreneur and leader, he earned his MBA, is currently a doctoral candidate for a DBA in Business Intelligence, and teaches several courses and workshops as a member of the School of Marketing Faculty at the Association of National Advertisers. He has served on the Virginia Tech Pamplin College of Business Marketing Mentorship Advisory Board, the University of Richmond’s CX Advisory Board, and was the founding Chair of the American Advertising Federation’s National Innovation Committee.  Greg is Lean Six Sigma Black Belt certified, is an Agile Certified Coach (ICP-ACC), and holds a certification in Business Agility (ICP-BAF).  Greg Kihlström on LinkedIn: https://www.linkedin.com/in/gregkihlstrom Resources The Agile Brand Podcast: https://www.gregkihlstrom.com The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://www.teksystems.com/versionnextnow Catch the future of e-commerce at eTail Palm Springs, Feb 23-26 in Palm Springs, CA. Go here for more details: https://etailwest.wbresearch.com/ Enjoyed the show? Tell us more at and give us a rating so others can find the show at: https://ratethispodcast.com/agileConnect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstromDon't miss a thing: get the latest episodes, sign up for our newsletter and more: https://www.theagilebrand.showCheck out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company