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In this exclusive interview, Greg Kihlstrom breaks down the biggest myths and missed opportunities in martech today.
Enterprises love to talk about customer 360, AI-powered everything, and hyper-personalisation. But in practice, most of these ambitions stall. It’s not because the technology isn’t there, but because of silos, misaligned teams, and unrealistic expectations.
Greg Kihlstrom, Author and Martech Consultant, argues that the future of martech won’t be defined by the flashiest AI features but by the messy, practical work of connecting data, activating insights in real time, and making tools genuinely usable across the organisation.
In this episode of our exclusive video series In Conversation with Technology Leaders, Greg outlines why enterprises need to think outside their own roles, treat AI as a strategic partner across the full journey, and finally close the gap between hype and reality.
More Insights:
- While copilots and AI assistants save time on emails or blogs, the transformative potential lies in orchestrating content, journeys, and analytics end-to-end.
- AI-ready martech starts with usable data. Not perfect data, but relevant, timely, contextual, and compliant data. Without that foundation, even the smartest AI won’t deliver.
- Self-serve insights can punch above their weight. Giving marketers the ability to ask and answer data questions in real time unlocks agility, saving days of back-and-forth with analysts.
Watch the full interview here.
