Mark Wagner — Sr. Director, Digital Strategy, Horizontal Digital
Published:
That helps build a corpus of understanding for the AI, and through the language model we instruct it to pick up on both deviations from the intended brand promise as well as signals where people may be defecting or churning.
What does Mark Wagner say on The Agile Brand with Greg Kihlström?
Mark Wagner, Sr. Director, Digital Strategy, Horizontal Digital, says: Mark Wagner of Horizontal Digital discusses building an AI-powered "SenseAgent" to close the gap between a brand's intended promise and how customers actually perceive it across retail and digital touchpoints. He explains how training agentic AI on proprietary brand content enables real-time detection of deviations and churn signals, and recommends a lean, iterative approach that mobilizes cross-functional teams to rapidly test, learn, and operationalize AI-driven actions that move from insight to execution.
From: The Agile Brand with Greg Kihlström
Cite as: Mark Wagner. (2026). On The Agile Brand with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/mark-wagner-that-helps-build-a-corpus-of-understanding-for-the-ai-and-t