Zack Wenthe — Tealium
Published:
It’s almost as if say a retail store, it’s like a guy standing outside your front door telling you about couches before you walk in the door. And you’re like, I don’t have a lot of control over what he’s saying. I’m just hoping they eventually walk through my door. And that’s going to be a shift for a lot of organizations.
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-its-almost-as-if-say-a-retail-store-its-like-a-guy-standi