Zack Wenthe — Tealium
Published:
In that scenario, what’s happening is it’s almost high intent but low directionality data that’s coming in because somebody’s landing cold on your website and then almost immediately going into or hopefully immediately going into some sort of buying pattern. You don’t know really what led them there.
What does Zack Wenthe say on The Agile Brand with Greg Kihlström?
Zack Wenthe, Tealium, says: This interview with Tealium’s Zack Wenthe explores the data challenges posed by agentic commerce—AI-driven shopping and in-chat checkouts—and how they create a new "black box" that obscures customer behavior. Wenthe outlines two primary data scenarios (referral-driven high-intent visits and in-chat direct checkouts), highlights the renewed importance of first-party data, CDPs, structured content, and brand marketing, and recommends technical and strategic approaches to mitigate lost visibility.
From: The Agile Brand with Greg Kihlström
Cite as: Zack Wenthe. (2026). On The Agile Brand with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/zack-wenthe-in-that-scenario-whats-happening-is-its-almost-high-inten