Gilad Bechar — CEO, Moburst
Published:
One of my team members from the HR division just created us an HR bot. And she’s not an AI expert. She just said, hey, you know what, if we can actually create this type of a thing that let’s train it with the handbook that we are giving for each and every employee… I feel like if an HR person can actually create something like that, there is no reason that every single team member on every single department will challenge the status quo.
What does Gilad Bechar say on The Agile Brand with Greg Kihlström?
Gilad Bechar, CEO, Moburst, says: Moburst CEO Gilad Bechar explains how generative AI shifts marketing from channel-based optimization to a systems view where AI answer engines evaluate cross-platform trust signals. He argues organizations must move from SEO to Answer Engine Optimization (AEO), keep humans in the loop for strategic context, and cultivate an AI-native mindset so teams automate low-value work and focus on higher-level strategic outcomes.
From: The Agile Brand with Greg Kihlström
Cite as: Gilad Bechar. (2026). On The Agile Brand with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/gilad-bechar-one-of-my-team-members-from-the-hr-division-just-created-us