Mark Wagner — Sr. Director, Digital Strategy, Horizontal Digital
Published:
The action really comes in when Sense mobilizes next steps for marketing. It can accelerate existing work tasks, and it can do what AI does well already, suggest and create content around marketing campaigns or strategic briefs that resonate with that perception and brand and help tune it. All this legwork has taken the pressure off of teams’ mundane workflows and it can accelerate decision making, using more human creativity, judgment and strategy instead of tactical cognitive tasks that can be taken off of our plates.
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-the-action-really-comes-in-when-sense-mobilizes-next-steps-f