artifical intelligence - Martech Therapy

Why the next five years of data strategy will make the last look easy

Season 2, Episode 4 of Couch Confidentials with Tealium’s Zack Wenthe

When Zack Wenthe from Tealium told me, “the next five years of data strategy will make the last look like child’s play”, I felt both intrigued and uneasy. Intrigued because Zack has been around long enough in the CDP world to know what he’s talking about. Uneasy because if the last few years already left most teams exhausted, what’s coming next?

We circled around two big forces → privacy and AI. Not in the shallow “AI will optimize your campaigns” sense, but in the way these forces are already reshaping human behavior. Zack made the point that customers

From psychology to Spryker: Guido Jansen on community, automation, and AI in B2B

Spryker’s Global Business & Technology Evangelist, Guido Jansen, discusses community, vibe coding, and the reality of AI in the enterprise.

In this episode of Couch Confidentials, I sit down with Guido Jansen, Spryker’s Global Business & Technology Evangelist, and someone with one of the longest job titles I’ve ever introduced on the podcast. Guido’s path is unusual: a background in applied cognitive psychology, years building the Magento community, and now leading community and customer success efforts at Spryker.

We discuss what it means to build ecosystems that last and how feedback loops from hackathons and developer meetups inform Spryker’s product direction. Guido also shares his experiments with n8n, vibe coding, and MCP integrations, as well as

Agentic AI in Martech: Trust without understanding

Part 5: How to govern systems you can’t fully comprehend.

My Tesla occasionally does something that makes me question everything I think I know about driving. Since I have owned it, there have been numerous times when it suddenly slammed on the brakes while on autopilot, no visible obstacles, no construction signs, perfect weather. Just phantom braking, the phenomenon that’s been getting Tesla scrutinized by government agencies.

My wife hates when this happens. She’s made it very clear that I shouldn’t rely on autopilot when the family is in the car, both for safety reasons and because she’d prefer I not sleep on the couch.

Agentic AI in Martech: The new org chart

Part 4: Roles that emerge when AI handles execution

A friend recently asked me what a marketing ops manager actually does when AI agents are handling campaign execution, optimization, and conflict resolution. It's a fair question. If systems are making billions of decisions autonomously, what's left for us mortal humans?

My first instinct was to give the standard consultant answer about "strategic oversight" and "creative direction." But the more I thought about it, the more I realized that's probably wrong. The interesting human roles in an agentic world are likely to be things we haven't fully invented, yet.

Beyond the "Human in the Loop" fiction

Most discussions about AI

Agentic AI in Martech: When agents disagree

Part 3: The inevitable conflicts in multi-agent systems

Picture this scenario: your personalization AI decides that Sarah (Conner? 😅), a loyal customer, should receive a premium upgrade offer because her engagement scores have been climbing. Simultaneously, your churn prevention AI flags Sarah as a retention risk and recommends a discount promotion to keep her engaged. Meanwhile, your email frequency optimization AI determines Sarah is approaching communication fatigue and suggests suppressing all promotional messages for the next week.

Three different systems, three different conclusions, one very confused customer experience.

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This is the multi-agent conflict

The evolution of Omni-Man

From debugging eVars to preaching composable gospel -> Adam Greco's 25-year journey through martech's identity crisis

I finally sat down with Adam Greco for what turned into one of those conversations that explains how we got to this beautiful disaster we call modern martech.

Adam earned the nickname "Omni-Man" back when he was basically Adobe Analytics incarnate, the guy who could fix your broken implementations and somehow make eVars seem less like a cruel joke played on marketers by bored engineers. For years, he was the poster child for mastering one platform completely.

Which makes his current crusade for composable CDPs either beautifully ironic or perfectly logical, depending on whether you've had your coffee yet.

His

Posts tagged with artifical intelligence

Beyond the "Human in the Loop" fiction