Latest / The Agile Brand with Greg Kihlström® | What CMOs Need to Know About Marketing Technology, AI & CX
Adobe CMO Enterprise Rachel Thornton on agents as customers
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…
The skinny
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