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

What happens when the thing evaluating your brand isn't a person — but an agent shopping on their behalf, one that doesn't respond to a great story and doesn't care how your homepage makes anyone feel?

Agility has usually meant adapting faster than the market. This is a different kind of adaptation: the audience itself is changing shape, and the brands that handle it well will be the ones that adapt without becoming unrecognizable in the process.

Today, we're going to talk about:
- What actually changes for a brand when autonomous agents enter the discovery and purchase path
- Creating content that holds up to an agent's evaluation without flattening into sameness
- Closing the AI capability gap inside marketing teams — and what that unlocks

To help me discuss this topic, I'd like to welcome, Rachel Thornton, CMO Enterprise at Adobe.

About Rachel Thornton
Rachel Thornton is committed to helping businesses create amazing customer experiences at the intersection of marketing, creativity and AI. As Chief Marketing Officer for Adobe's enterprise business, Rachel is responsible for Adobe's global enterprise Creativity & Productivity and Customer Experience Orchestration marketing.
Rachel develops marketing, messaging, positioning strategies and activations that expand awareness of Adobe as the world's best marketing and AI platform for delivering brand-changing customer experiences. Her team amplifies Adobe's unique enterprise story in ways that energize, celebrate and empower CMOs and experience makers worldwide.
Rachel has more than 25 years of experience in B2B technology marketing, having held leadership roles at Amazon/AWS, Salesforce, Cisco Systems and Microsoft. She has deep experience building and scaling enterprise marketing, customer acquisition, and self-service revenue contributions.

Rachel Thornton on LinkedIn: https://www.linkedin.com/in/rhthornton/

---------- Resources ----------
: adobe.com

The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://aglbrnd.co/r/2868abd8085a9703

Reach your customers with Reddit. Spend $500 in ad spend, get $500 back in ad credit! Learn more: https://advertalize.com/r/491818c79fb1873f

Enjoyed the show? Tell us more at and give us a rating so others can find the show at: https://aglbrnd.co/r/faaed112fc9887f3

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://aglbrnd.co/r/35ded3ccfb6716ba

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
Hosted on Acast. See acast.com/privacy for more information.

What if the most valuable customer acquisition channel you're ignoring is the one you’ve always written off as just a discount tool?
Agility requires not just adapting to new customer behaviors, but fundamentally re-evaluating long-held beliefs about which channels drive growth and which ones are merely a race to the bottom.
Retailers are making big moves into the cashback ecosystem.
Today, we're going to talk about the shifting economics of customer acquisition and how they are causing many brands to rethink their channel strategy. To help me discuss this topic, I'd like to welcome, Carolina Paradas, GM, North America at ShopBack.
Enjoyed the show? Tell us more at and give us a rating so others can find the show at: https://aglbrnd.co/r/faaed112fc9887f3

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://aglbrnd.co/r/35ded3ccfb6716ba

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
Hosted on Acast. See acast.com/privacy for more information.

When digital payments can feel like a commoditized utility, how do you build a brand that’s seen not just as a processor, but as a strategic partner?
Agility requires more than just speed; it demands the ability to innovate within complex regulatory frameworks while simultaneously building and maintaining unwavering customer trust.
Today, we're going to talk about the unique challenge of building a resonant brand in the highly competitive and technical world of FinTech. We'll explore how to translate complex capabilities into a compelling narrative that builds trust and drives growth.
To help me discuss this topic, I'd like to welcome, Alexandra Westfal, Chief Marketing Officer at COLIBRIX ONE.

Enjoyed the show? Tell us more at and give us a rating so others can find the show at: https://aglbrnd.co/r/faaed112fc9887f3

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://aglbrnd.co/r/35ded3ccfb6716ba

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
Hosted on Acast. See acast.com/privacy for more information.

In an era where personalization is king, can a brand truly be sustainable, or are we just using new technology to fuel the same old consumption patterns?
Agility requires a willingness to challenge established business models and integrate new technologies not just for efficiency, but for purpose. It demands we rethink the entire value chain, from production to the end of a product's life.
Today, we're going to talk about the intersection of artificial intelligence, sustainability, and retail. We'll explore how technology isn't just a tool for optimization, but a catalyst for building entirely new, purpose-driven business models that challenge the status quo of consumerism.
To help me discuss this topic, I'd like to welcome, Anya Cheng, CEO at Taelor.

About Anya Cheng
Anya Cheng is the Founder & CEO of Taelor, an AI-powered men's clothing subscription service promoting sustainable fashion. A Silicon Valley entrepreneur, she has been recognized among "Girls in Tech 40 Under 40" for her expertise in tech product management and marketing. Anya played a pivotal role in launching Facebook and Instagram Shopping at Meta, led new business expansion at eBay, and helped grow McDonald’s global food delivery. She also shaped Target’s mobile commerce and has led teams in AI, product management, UX, and marketing across Fortune 500 companies. Her work has earned 20+ prestigious awards, including the Webby Award for Best Shopping App, Best Mobile App Award, and The Communicator Award. A best-selling author, adjunct professor, and two-time TED speaker, she lectures at Northwestern University and 500 Global and is a sought-after keynote speaker. Anya’s award-winning venture, Taelor, won first place at Draper University’s Startup Competition and was named a Startup to Watch by Bay Area Inno. She holds a Master’s in Integrated Marketing Communications from Northwestern University and an MBA from the University of Chicago Booth School of Business.

Anya Cheng on LinkedIn: https://www.linkedin.com/in/anyacheng/

---------- Resources ----------

Taelor: https://www.taelor.ai

The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://aglbrnd.co/r/2868abd8085a9703

We’re proud to be a media partner for #MAICON26 - Oct. 13-15! Learn how AI can power your marketing and business and help you grow smarter. Use code AGILE150 to save! https://aglbrnd.co/r/7fe458ced0f04658

Reach your customers with Reddit. Spend $500 in ad spend, get $500 back in ad credit! Learn more: https://advertalize.com/r/491818c79fb1873f

Chaser is the only Slack-native project management platform that helps teams turn messages into tracked tasks, automate follow-ups, and maintain team-wide visibility, without adopting another tool. Now integrated with Claude and other GenAI tools. Learn more at trychaser.com and use code AGILEBRAND for a 3-month free trial (normal trial is 14 days).

The most influential minds in software, AI, and engineering leadership will be at WeAreDevelopers World Congress North America, September 23-25 in San Jose. Learn more: https://aglbrnd.co/r/60a7299222a7bcf1

Start building your own apps with Replit and get $20 off. Learn more: https://aglbrnd.co/r/93531742a7625a20

Enjoyed the show? Tell us more at and give us a rating so others can find the show at: https://aglbrnd.co/r/faaed112fc9887f3

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://aglbrnd.co/r/35ded3ccfb6716ba

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
Hosted on Acast. See acast.com/privacy for more information.

What if your biggest CX innovation is also your biggest source of customer churn?
Agility requires a clear-eyed view of both the promise and the peril of new technologies. It’s the ability to embrace innovation like AI not just for efficiency, but with a rigorous focus on the customer outcomes that build long-term value.
Today, we're going to talk about the delicate balance of implementing AI in the customer experience. Specifically, we'll explore the rise of sophisticated, agentic AI voice bots, and the critical "dealbreakers" that cause customers to abandon interactions and, potentially, your brand altogether.
To help me discuss this topic, I'd like to welcome, Sushil Kumar, CEO at Cyara.

About Sushil Kumar
Sushil leads Cyara’s strategy and growth with a vision to redefine how enterprises build trustworthy, AI-driven customer experiences. A builder at heart, he has spent his career creating platforms that change how software is engineered, validated, and delivered. His focus is helping global organizations achieve new levels of reliability, speed, and customer trust. Before joining Cyara, Sushil was the co-founder and CEO of RelicX.ai, a generative AI test automation pioneer acquired by Harness. He previously led major product and business organizations at Oracle, CA Technologies, and Broadcom, where he built and scaled category-defining AI, DevOps, and cloud solutions adopted by thousands of enterprises worldwide. With more than 25 years of experience leading high-growth teams and multi-hundred-million-dollar product lines, Sushil is known for blending deep technical insight with a pragmatic, product-first approach to leadership. His work centers on transforming how modern software and customer experiences are created, making them more resilient, more intelligent, and more human. Sushil holds a Bachelor of Technology from BIT Sindri and an MBA from the Indian Institute of Foreign Trade. He lives in the San Francisco Bay Area.

Sushil Kumar on LinkedIn: https://www.linkedin.com/in/sushil-kumar-343780/

---------- Resources ----------

Cyara: cyara.com

The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://aglbrnd.co/r/2868abd8085a9703

We’re proud to be a media partner for #MAICON26 - Oct. 13-15! Learn how AI can power your marketing and business and help you grow smarter. Use code AGILE150 to save! https://aglbrnd.co/r/7fe458ced0f04658

Reach your customers with Reddit. Spend $500 in ad spend, get $500 back in ad credit! Learn more: https://advertalize.com/r/491818c79fb1873f

Chaser is the only Slack-native project management platform that helps teams turn messages into tracked tasks, automate follow-ups, and maintain team-wide visibility, without adopting another tool. Now integrated with Claude and other GenAI tools. Learn more at trychaser.com and use code AGILEBRAND for a 3-month free trial (normal trial is 14 days).

The most influential minds in software, AI, and engineering leadership will be at WeAreDevelopers World Congress North America, September 23-25 in San Jose. Learn more: https://aglbrnd.co/r/60a7299222a7bcf1

Start building your own apps with Replit and get $20 off. Learn more: https://aglbrnd.co/r/93531742a7625a20

Enjoyed the show? Tell us more at and give us a rating so others can find the show at: https://aglbrnd.co/r/faaed112fc9887f3

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://aglbrnd.co/r/35ded3ccfb6716ba

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
Hosted on Acast. See acast.com/privacy for more information.