Mark Wagner — Sr. Director, Digital Strategy, Horizontal Digital
Published:
The idea was really born out of a need to more quickly and easily collect and understand and act actually on what these customers are saying and doing at the physical retail level, as well as addressing things online. Things like addressing brand perception, the sentiment, deviation from what they want their brand to be perceived as in the marketplace in terms of how people are talking about it, and service issues. As you may know, this can be a very cumbersome and expensive task for retail brands.
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-idea-was-really-born-out-of-a-need-to-more-quickly-and-e