Zack Wenthe — Tealium
Published:
You just get basically fulfillment information. You get the customer name, you get the information, you get the product, and now you’re missing out on a whole lot of experience… you don’t get to inject coupons or promotions to maybe influence basket and purchase size, you don’t have loyalty information.
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-you-just-get-basically-fulfillment-information-you-get-the