Rafael Flores — Chief Product and Growth Officer, Treasure AI
Published:
It was always a question around what is the value? What is the true value of a CDP, right? Because unfortunately, CDPs sit at this kinda crossroads where they’re so powerful… but people don’t see it that way because they can’t attribute it to the actual activation piece… And they’re expensive… Either A, we could sit here and be part of potentially a decelerating market over time, right? Or we can actually solve the problem, which is people want more out of a CDP. They want to be able to attribute dollars back to it.
What does Rafael Flores say on The Agile Brand with Greg Kihlström?
Rafael Flores, Chief Product and Growth Officer, Treasure AI, says: This interview with Rafael Flores, Chief Product and Growth Officer at Treasure AI, explores the evolution of Customer Data Platforms (CDPs) from passive systems of record into active, agentic activation platforms. Flores discusses the need for clear attribution, real-time activation, the role of AI to free marketers for creative work, and the importance of human-in-the-loop teams to realize business impact and respond to market events quickly.
From: The Agile Brand with Greg Kihlström
Cite as: Rafael Flores. (2026). On The Agile Brand with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/rafael-flores-it-was-always-a-question-around-what-is-the-value-what-is-t