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

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Text version: https://stenobird.com/podcast/the-agile-brand-with-greg-kihlstr-m-expert-mode-marketing-technology-ai-cx-1164310/brillio-s-kathleen-ulrich-and-anuj-mathur-on-moving-from-personalization-to-agentic-transformation.md
Podcast: [The Agile Brand with Greg Kihlström®: Expert Mode Marketing Technology, AI, & CX](https://stenobird.com/podcast/the-agile-brand-with-greg-kihlstr-m-expert-mode-marketing-technology-ai-cx-1164310)
Published: 2026-06-11T04:00:00+00:00
Episode link: https://aglbrnd.co/r/4e51e1efd69d5d9a
Audio file: https://prefix.up.audio/s/sphinx.acast.com/p/open/s/6a0c9379b23d275dcea75cd0/e/6a1a04e4f2cdbf5953af8c8e/media.mp3
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Duration seconds: 1974

## Resource

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, digital marketing, social media, corporate communications, analyst and media relations, research, and insights. Known for her multifaceted leadership, she brings together cross-functional teams around a unified vision, driving measurable impact across a rapidly evolving marketplace. Kathleen Ulrich on LinkedIn: https://www.linkedin.com/in/kulri/ ---------- Resources ---------- Brillio: https://www.brillio.com This episode is brought to you by Brillio. Founded in 2014 as a full-service digital transformation services and consulting firm, we apply our expertise in customer experience transformati…

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