Zack Wenthe — Tealium
Published:
Your whole, you know, kind of checkout journey experience is shifting out of your environment in your control in a lot of ways to a walled garden, to a third party who is handling the discovery, is passing on information to you, but obviously you don’t know how that consumer browsed, what the decision criteria was, what they were comparing it against potentially. And so you miss out on a lot of that shopping experience.
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-your-whole-you-know-kind-of-checkout-journey-experience-is