Mathieu Dhondt — Associate Director of Experience Consulting, EPAM
Published:
The interfaces are really adapting to us
What does Mathieu Dhondt say on B2B Agility with Greg Kihlström?
Mathieu Dhondt, Associate Director of Experience Consulting, EPAM, says: Mathieu Dhondt explains how generative AI is shifting customer experience toward adaptable, often invisible interfaces and cautions leaders to design for both human needs and AI intermediaries while preserving necessary friction for quality and decision-making. He argues personalization should be the outcome of a fair value exchange rather than the ultimate goal, and predicts AI will remove manual marketing tasks, enabling marketers to reclaim strategic roles in orchestrating customer journeys.
From: B2B Agility with Greg Kihlström
Cite as: Mathieu Dhondt. (2026). On B2B Agility with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/mathieu-dhondt-the-interfaces-are-really-adapting-to-us