Albert Castellana — Co-Founder & CEO, GenLayer
Published:
I think ultimately, the customer’s agent will try to find a way to game your agent, right? It’s going to be trying to find a way because like, you’re a good brand, right? And your naive agent is just going to be there for agents to be attacking to say, okay, like, what’s the best way? I can search the whole internet to find for ways to basically like, you know, profit from this offer.
What does Albert Castellana say on The Agile Brand with Greg Kihlström?
Albert Castellana, Co-Founder & CEO, GenLayer, says: This interview with Albert Castellana, Co‑Founder & CEO of GenLayer, examines the emerging "accountability gap" created by agentic AI as brands shift from direct control to delegating customer interactions to autonomous systems. Castellana discusses the governance, legal, and operational challenges — including adversarial agent-to-agent dynamics and the need for scalable dispute-resolution — and urges marketing leaders to build guardrails, constraints, and new systems of accountability before widespread deployment.
From: The Agile Brand with Greg Kihlström
Cite as: Albert Castellana. (2026). On The Agile Brand with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/albert-castellana-i-think-ultimately-the-customers-agent-will-try-to-find-a