Mark Smith — Co-Founder, Institute for Journey Management
Published:
We also see [agentic AI] being a huge driver for the need for journey management because all of a sudden you start inserting a lot more automation and a lot more intelligence into the interactions between customers and businesses. You need a lot more management and context for that, which is exactly what a journey management system provides.
What does Mark Smith say on The Agile Brand with Greg Kihlström?
Mark Smith, Co-Founder, Institute for Journey Management, says: Former competitors Mark Smith and Raymond Gerber discuss the need to reboot journey management at enterprise scale, arguing that technology is ready but organizational mindsets, vendor fragmentation, and short-term thinking have blocked widespread value. They outline a pragmatic, incremental approach to journey-led transformation that requires cross-functional ownership and positions AI as an accelerant that increases the need for centralized journey context and orchestration.
From: The Agile Brand with Greg Kihlström
Cite as: Mark Smith. (2026). On The Agile Brand with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/mark-smith-we-also-see-agentic-ai-being-a-huge-driver-for-the-need-fo