The Agile Brand with Greg Kihlström®: Expert Mode Marketing Technology, AI, & CX

What if the most expensive moment in your customer acquisition funnel is also your most ignored opportunity?

Agility requires seeing a user’s “no” not as a final endpoint, but as a data point that signals a need for a different path. It demands that we pivot in real-time to offer alternative forms of value, rather than simply writing off the investment and the relationship.

Today, we're going to talk about one of the biggest blind spots in the subscription economy: the paywall. For most apps, this is a binary, all-or-nothing moment where up to 95% of hard-won users say "no" and are effectively treated as a lost cause. We’ll explore why that moment of decline isn’t the end of the customer journey, but potentially the most valuable opportunity to build a different kind of relationship and unlock new revenue.

To help me discuss this topic, I'd like to welcome, Michael Gants, Founder and CEO at Encore. About Michael Gants Michael Gants is the Founder and CEO of Encore, an iOS SDK that helps subscription apps monetize the 90–95% of users who decline the initial paywall.Michael studied economics at Harvard College, where he graduated as a John Harvard Scholar, and later earned his MBA from Stanford Graduate School of Business. His career spans consumer product development, growth strategy, and venture capital, with a focus on sustainable, user-first monetization.Before Encore, Michael founded Yaw, an AI-powered shopping assistant. He has also worked in innovation consulting at Innosight (Clay Christensen’s firm) and sourced early-stage ML investments as a Venture Fellow at Hyperplane. He brings a behavioral lens to product monetization, drawing on his background in consumer psychology and his experience building products that align business incentives with user value.Through Encore, Michael works with mobile app teams to rethink what happens when a user says “no” to a subscription: turning that moment from a dead end into a monetization and retention opportunity. Michael Gants on LinkedIn: https://www.linkedin.com/in/michaelgants/ Resources Encore: https://www.encorekit.com This episode is brought to you by Encore, an iOS SDK that helps subscription apps monetize paywall declines.  More than 90% of users decline a subscription paywall. And most apps treat that moment as the end of the customer journey. Encore turns those declines into revenue by presenting brand-safe partner offers that keep users engaged and improve lifetime value. Learn more at encorekit.com. Drive your customers to new horizons at the premier retail event of the year for Retail and Brand marketers. Learn more at CRMC 2026, June 1-3. https://aglbrnd.co/r/d15ec37a537c0d74 Enjoyed the show? Tell us more at and give us a rating so others can find the show at: https://aglbrnd.co/r/faaed112fc9887f3 Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstromDon't miss a thing: get the latest episodes, sign up for our newsletter and more: https://aglbrnd.co/r/35ded3ccfb6716ba Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company

What if the biggest risk to your next global campaign isn’t the market, but the months you’ll spend waiting for research to tell you what the market wants?

Agility requires not just moving quickly, but making high-confidence decisions at the speed of the market. It demands that our ability to learn and validate is no longer the primary bottleneck to our ability to act.

We are in Seattle at the Qualtrics X4 Summit, and today,we're going to talk about how to overcome the speed to insights bottleneck. We'll explore a fundamental shift in market research, moving away from slow, traditional cycles and toward a world where synthetic data and AI can give us near-instantaneous insights, allowing us to simulate customer behavior and de-risk major decisions before they even launch.

To help me discuss this topic, I'd like to welcome back to the show, Ali Henriques, Executive Director of Market Research at Qualtrics. About Ali Henriques Ali, a market research practitioner, leads research innovation for Qualtrics Edge, which comprises of AI-powered tools and solutions, wrapped in human-powered services. With nearly 2 decades of market research experience, Ali spearheads thought leadership for Edge, guiding the innovation pipeline for transformative research tools and supporting our legacy services business to deliver 10,000 projects per year. Ali Henriques on LinkedIn: https://www.linkedin.com/in/ali-henriques-2581683/ Resources Qualtrics: https://www.qualtrics.com The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://aglbrnd.co/r/2868abd8085a9703 Drive your customers to new horizons at the premier retail event of the year for Retail and Brand marketers. Learn more at CRMC 2026, June 1-3. https://aglbrnd.co/r/d15ec37a537c0d74 Enjoyed the show? Tell us more at and give us a rating so others can find the show at: https://aglbrnd.co/r/faaed112fc9887f3 Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstromDon't miss a thing: get the latest episodes, sign up for our newsletter and more: https://aglbrnd.co/r/35ded3ccfb6716ba Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company

What if the biggest risk in the AI era isn't falling behind the technology, but getting ahead of your customers' trust?

Agility requires a constant feedback loop between technological innovation and customer sentiment. It demands that we not only deploy new tools like AI, but also actively listen and adapt to how our customers are actually experiencing them.

Today, we're going to talk about the delicate balance brands must strike in the age of AI. It’s not just about implementing the latest generative AI tools into the shopping experience; it’s about doing so in a way that builds, rather than erodes, the customer trust and loyalty you’ve worked so hard to create.To help me discuss this topic, I'd like to welcome, Romain Fouache, CEO at Akeneo. About Romain Fouache Romain is as passionate about technology as he is about solving the customers’ biggest problems and brings more than 20 years of experience scaling category defining B2B technology companies. Most recently, he led operations and sales as COO and then CRO of the leading AI software vendor Dataiku. Romain is a graduate from Ecole Centrale Paris and holds an MBA from NYU Stern. Romain Fouache on LinkedIn: https://www.linkedin.com/in/romain-fouache/ Resources Akeneo: https://www.akeneo.com The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://aglbrnd.co/r/2868abd8085a9703 Drive your customers to new horizons at the premier retail event of the year for Retail and Brand marketers. Learn more at CRMC 2026, June 1-3. https://aglbrnd.co/r/d15ec37a537c0d74 Enjoyed the show? Tell us more at and give us a rating so others can find the show at: https://aglbrnd.co/r/faaed112fc9887f3 Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstromDon't miss a thing: get the latest episodes, sign up for our newsletter and more: https://aglbrnd.co/r/35ded3ccfb6716ba Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company

What if the ultimate goal of customer experience isn't to create a memorable moment, but to deliver an outcome so seamless and intuitive that the customer doesn't remember the experience at all?

Agility requires brands to pivot from building complex, memorable journeys to engineering simple, almost invisible pathways to customer outcomes.Today, we're going to talk about a counterintuitive but powerful idea: that the future of customer experience is not about creating more elaborate experiences, but about radically simplifying them to the point where they become forgettable—in a good way. We'll explore how focusing on effortless outcomes and leveraging AI to enable simplicity can become a measurable growth strategy.

To help me discuss this topic, I'd like to welcome, Megan Lukitsch, Vice President of Global Sales, CX at CSG. About Megan Lukitsch As Vice President of Global Sales, CX at CSG, Megan Lukitsch brings 25+ years of experience helping global brands transform customer engagement, drive retention, and modernize CX strategy. A leader in enterprise communications and digital transformation, Megan has led initiatives across AT&T, Verizon, ShoreTel, 8x8, and now CSG, consistently delivering measurable impact at the intersection of technology and experience. Megan Lukitsch on LinkedIn: https://www.linkedin.com/in/meganlukitsch/ Resources CSG: https://www.csgi.com/ The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://aglbrnd.co/r/2868abd8085a9703 Drive your customers to new horizons at the premier retail event of the year for Retail and Brand marketers. Learn more at CRMC 2026, June 1-3. https://aglbrnd.co/r/d15ec37a537c0d74 Enjoyed the show? Tell us more at and give us a rating so others can find the show at: https://aglbrnd.co/r/faaed112fc9887f3 Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstromDon't miss a thing: get the latest episodes, sign up for our newsletter and more: https://aglbrnd.co/r/35ded3ccfb6716ba Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company

If your brand guide is a book of laws that everyone ignores, how do you create a shared belief that people both follow and actually want to embrace?

Agility requires a shared understanding that’s more than a set of rules; it's a way of thinking that allows teams to make consistent decisions, even when they’re not in the same room.

Today, we're going to talk about Design Systems and Systems Thinking, and specifically, how to build a design language your whole organization can actually use. We'll explore why so many design systems fail by focusing on components instead of conviction, and how rooting a brand in a core, shared belief allows it to scale without breaking.

To help me discuss this topic, I'd like to welcome Jenna Kennedy, Client Strategy at The Office of Experience, and Chris Taylor, Head of Brand Experience at DDN.

About Jenna Kennedy and Chris Taylor Jenna Kennedy: https://www.linkedin.com/in/jennabkennedy/

Chris Taylor: https://www.linkedin.com/in/chris-taylor-3961b277/

Resources The Office of Experience and DDN: https://www.officeofexperience.com This episode is brought to you by The Office of Experience, a design-driven, digital-first, vertically integrated and collaborative agency that believes in the power of ideas and the strength of people.Learn more at https://www.officeofexperience.com Drive your customers to new horizons at the premier retail event of the year for Retail and Brand marketers. Learn more at CRMC 2026, June 1-3. https://aglbrnd.co/r/d15ec37a537c0d74 Enjoyed the show? Tell us more at and give us a rating so others can find the show at: https://aglbrnd.co/r/faaed112fc9887f3

Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstrom

Don't miss a thing: get the latest episodes, sign up for our newsletter and more: https://aglbrnd.co/r/35ded3ccfb6716ba

Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com

The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company