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

We've all been sold the dream of AI transforming the customer experience, but what if the most common approach is actually making it worse?

Agility requires more than just implementing new technology; it demands a deep understanding of the human interactions that technology is meant to support. It’s about adapting your tools and processes to enhance human judgment, not just automate it.

Today, we're going to talk about moving beyond the hype of AI in customer experience. We'll explore how to ground an AI strategy not in the technology itself, but in the real, human moments that define a brand, and discuss why empowering your frontline team might be the most critical, and overlooked, component of a successful CX transformation.

To help me discuss this topic, I'd like to welcome, Michelle Cooper, CMO at NiCE. About Michelle Cooper Michelle Cooper on LinkedIn: https://www.linkedin.com/in/michelleleecooper/ Resources NiCE: https://www.nice.com The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://aglbrnd.co/r/2868abd8085a9703 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://aglbrnd.co/r/d15ec37a537c0d74 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/gregkihlstromDon'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

Is generative AI on track to become the biggest productivity unlock for marketers since the internet, or will it forever be stuck in endless pilot projects and one-off experiments?

Agility requires moving beyond isolated experiments and embracing the systemic redesign of core creative and marketing workflows. It's about building the operational muscle to not just adopt new technology, but to integrate it into the very fabric of how your brand creates value.

Today, we're going to talk about what happens after the initial hype cycle of generative AI. We're moving past the novelty of prompting for images and into the far more complex challenge of operationalizing AI at enterprise scale. This isn't just about adding a new tool; it's about re-architecting the entire creative supply chain and redefining the role of human judgment in a world of content abundance.

To help me discuss this topic, I'd like to welcome Hannah Elsakr, VP of New GenAI Business Ventures at Adobe.

About Hannah Elsakr Hannah Elsakr serves as Vice President of GenAI New Business Ventures at Adobe, where she leads efforts at the intersection of technology, creativity, and marketing. She launched Adobe Firefly Enterprise businesses, starting with Firefly Services for creative automation and Firefly Foundry, Adobe’s GenAI deep-tuning managed service, enabling brands to adopt commercially safe generative AI. Previously, she led Corporate Development and served as Chief of Staff to Adobe’s CEO and Chair, Shantanu Narayen. Hannah is also Board President for the Adobe Foundation, which creates positive change through support for creative and digital literacy, social equity and opportunity, and active engagement in the communities where we live and work.

Hannah has experience leading global businesses in ecommerce & marketplaces, consumer products, SaaS, and advisory services. Prior to joining Adobe, she was the Vice President at eBay with P&L responsibility for eBay’s Canada, Latin America, and U.S. Exports businesses as well as business operations. Hannah previously held leadership roles at eBay, Del Monte Foods, Avon Products, McKinsey & Co., and J.P. Morgan.Hannah holds a Bachelor of Science degree in applied mathematics with computer science from MIT and an MBA from Harvard Business School. Hannah Elsakr on LinkedIn: https://www.linkedin.com/in/hannahelsakr/ Resources Adobe: https://www.adobe.com The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://aglbrnd.co/r/2868abd8085a9703 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://aglbrnd.co/r/d15ec37a537c0d74 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/gregkihlstromDon'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

I would like to recommend a new podcast called The Interface from the BBC. It's the BBC's fiercly informed, fast and funny take on how technology is impacting all of us. I have become regular listeners and hope you enjoy it too!

What if your company’s most valuable source of competitive intelligence and brand insight isn’t a market research report, but your contact center?

Agility requires more than just reacting to customer issues; it demands the ability to listen, understand, and act on the collective voice of the customer to proactively shape the business. This means transforming points of friction into opportunities for innovation.

Today, we are live at Medallia Experience 2026 in Las Vegas, and we're going to talk about transforming the contact center from a reactive, cost-focused operational hub into a proactive, strategic engine for growth. We'll explore how to unlock the wealth of insights from customer interactions to drive innovation, create more empathetic experiences, and deliver tangible value across the entire enterprise.

To help me discuss this topic, I'd like to welcome, Courtney Shealy, SVP, Global Presales at Medallia. About Courtney Shealy With 25 years in SaaS and CX, Courtney brings deep expertise in leading global sales engineering and strategy teams. She has a proven track record of connecting customers to innovation that drives measurable business outcomes. For the last 15 years, she’s focused on transforming CX adoption into an engine for revenue growth, efficiency, and stakeholder value. At Medallia, Courtney leads the Center of Excellence that helps customers maximize their CX investments—modernizing programs with AI, breaking free of outdated foundations, and accelerating results. Courtney Shealy on LinkedIn: https://www.linkedin.com/in/courtney-mcmahan-shealy-9b3251/ Resources Medallia: https://www.medallia.com The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://aglbrnd.co/r/2868abd8085a9703 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://aglbrnd.co/r/d15ec37a537c0d74 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/gregkihlstromDon'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

What if your biggest competitor this holiday season isn't another brand, but an army of AI-powered scammers stealing your customers and destroying your brand equity before you even know they exist?

Agility requires not only building a brand that can pivot with market trends, but also one that can defend its value and customer trust against threats that evolve just as quickly.

Today, we're going to talk about the dark side of digital engagement, including the rapidly growing threat of brand impersonation, counterfeit goods, and AI-driven scams that target the customers marketers work so hard to attract. This isn't just an IT security issue; it's a fundamental threat to customer experience, brand trust, and revenue.

To help me discuss this topic, I'd like to welcome Yoav Keren, CEO and Co-founder at BrandShield. About Yoav Keren Yoav Keren has 24 years of experience in financial management, marketing, and business development. He is currently a member of the anti-counterfeiting committee at INTA and was formerly a Council Member at ICANN. Yoav was a senior advisor to a minister in the Israeli government and was the head of the Technology branch of the Israeli military’s Information Security Department. He holds an MBA from the Kellogg & Recanati business school (Northwestern University & Tel-Aviv University) and a BA in Economics and Physics from the Tel-Aviv University. Yoav Keren on LinkedIn: https://www.linkedin.com/in/yoavkeren/?originalSubdomain=il Resources BrandShield : brandshield.com The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://aglbrnd.co/r/2868abd8085a9703 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://aglbrnd.co/r/d15ec37a537c0d74 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/gregkihlstromDon'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