Michelle Boockoff-Bajdek — Chief Marketing Officer, Sitecore
Published:
Traditional segments told us who the customer was, but signals tell us what they’re doing right now. And I think that is a real mindset shift.
What does Michelle Boockoff-Bajdek say on The Agile Brand with Greg Kihlström?
Michelle Boockoff-Bajdek, Chief Marketing Officer, Sitecore, says: A conversation with Michelle Boockoff-Bajdek (Sitecore) and Talisha Padgett (Microsoft) about designing empathetic, trustworthy marketing with AI. The episode argues for shifting from static customer segments to real-time behavioral signals, treating AI as a creative amplifier rather than a replacement, and de-risking innovation through controlled pilots and strong governance. It emphasizes data protection, brand-safe content, and leadership building AI fluency to unlock human-centric outcomes.
From: The Agile Brand with Greg Kihlström
Cite as: Michelle Boockoff-Bajdek. (2026). On The Agile Brand with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/michelle-boockoff-bajdek-traditional-segments-told-us-who-the-customer-was-but-signa