# Tealium's Zack Wenthe on the hidden challenge of AI-driven commerce

Page: https://stenobird.com/podcast/the-agile-brand-with-greg-kihlstr-m-expert-mode-marketing-technology-ai-cx-1164310/tealium-s-zack-wenthe-on-the-hidden-challenge-of-ai-driven-commerce
Text version: https://stenobird.com/podcast/the-agile-brand-with-greg-kihlstr-m-expert-mode-marketing-technology-ai-cx-1164310/tealium-s-zack-wenthe-on-the-hidden-challenge-of-ai-driven-commerce.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: 2026-05-08T09:22:00+00:00
Episode link: https://shows.acast.com/the-agile-brand-with-greg-kihlstrom/episodes/6a0c938aa173e3b4db2e1f12
Audio file: https://prefix.up.audio/s/sphinx.acast.com/p/open/s/6a0c9379b23d275dcea75cd0/e/a3ee8136-47e4-11f1-8f5f-471494f2f4cf/media.mp3
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Duration seconds: 1487

## Resource

As you race to adopt AI-powered shopping experiences, are you creating a new data black box that will make your customer journey less understood, not more? Agility requires not just the speed to adopt new channels like generative AI, but the foresight to ensure these new touchpoints don't become blind spots in your customer journey. It demands that our data strategy evolves as quickly as our customer-facing technology. Today, we're going to talk about the hidden challenge of AI-driven commerce. As major brands roll out compelling shopping experiences on platforms like Google's Gemini, they risk creating a new data black box. When customer interactions happen inside these AI environments, the insights from those conversations can become disconnected from the overall customer journey, making it difficult to measure impact and act on what you've learned. To help me discuss this topic, I'd like to welcome Zack Wenthe, Director of Product Marketing & Customer Data Evangelist at Tealium. Zack, welcome to the show! About Zack Wenthe Zack Wenthe is a seasoned product marketing and customer data expert, currently serving as Director of Product Marketing & Customer Data Evangelist at Tealium, where he helps brands unlock the power of unified customer insights and drive meaningful engagement through data-driven strategies with the power of value-add storytelling in product marketing. He’s a prolific speaker, writer, and storyteller in the martech space, known for breaking down complex ideas into practical, revenue-focused narratives. Zack Wenthe on LinkedIn: https://www.linkedin.com/in/zackwenthe/ Resources Tealium : https://tealium.com/products/tealium-for-AI/ The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://aglbrnd.co/r/2868abd8085a9703…

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