Anuj Mathur — Brillio
Published:
The process must include a human approver in the loop to ensure brand governance and quality control.
What does Anuj Mathur say on The Agile Brand with Greg Kihlström?
Anuj Mathur, Brillio, says: An interview with Brillio’s Kathleen Ulrich and Anuj Mathur about shifting marketing from traditional personalization to 'agentic transformation'—deploying intelligent agents that sense, reason, and act on customers' behalf. They discuss practical steps for enterprises, including starting with specific business problems, redesigning content as assembleable components, introducing human governance, and evolving marketing roles from campaign managers to systems architects to deliver seamless, outcome-focused customer experiences.
From: The Agile Brand with Greg Kihlström
Cite as: Anuj Mathur. (2026). On The Agile Brand with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/anuj-mathur-the-process-must-include-a-human-approver-in-the-loop-to-ens