Brillio's Kathleen Ulrich and Anuj Mathur on moving from personalization to agentic transformation

About this episode

The episode discusses the transition from personalization to agentic experiences in marketing and the implications for enterprise strategies.

What if the future of marketing isn’t about creating better campaigns, but about designing intelligent agents that render campaigns obsolete? Agility requires not just adapting to new technologies, but fundamentally re-architecting our operating models to harness their potential. Today, we’re going to talk about the move from personalization to agentic experiences and what that means for enterprise marketing. We’ll cover: - How “agentic experiences” are moving beyond simple personalization to fundamentally change the economics of customer acquisition and retention. - The shift in talent and technology required, moving from managing campaigns to orchestrating AI agents across the customer journey. - The practical first steps for building an “agentic foundation” within a complex enterprise environment, focusing on governance and core systems. To help me discuss this topic, I’d like to welcome Kathleen Managing Director of Marketing and Anuj Mathur, Managing Director of CX Transformation at Brillio About Kathleen Ulrich Kathleen Ulrich is Managing Director of Marketing at Brillio, where she leads the company’s global marketing strategy and brand growth. She oversees brand, content…

People in this episode

Host: Greg Kihlström

Guests: Kathleen Ulrich, Anuj Mathur

Topics covered

• agentic experiences
• personalization
• customer acquisition
• AI in marketing
• enterprise marketing
• operating models

Keywords

• marketing technology
• customer journey
• AI agents
• governance
• core systems
• campaign management

Mentioned in this episode

Organizations: Brillio

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