Zack Wenthe — Tealium
Published:
The way a consumer prompts the LLM is going to have a dramatic impact on the results you get, the products that get served. So if I start with a search for, you know, ‘hey, I’m looking for a couch kind of like X, Y, and Z,’ that’s going to be a very, very different kind of like criteria and… how you’re getting compared against, ‘hey, I’m just looking for a leather couch.’
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-the-way-a-consumer-prompts-the-llm-is-going-to-have-a-dramat