Tealium

Everyone is talking about the opportunity of agentic commerce. Fewer are talking about the data blind spots it creates. As shopping journeys move into AI assistants and chat interfaces, brands risk losing visibility into the moments that matter most. As Zack Wenthe 🧠📢 explains in The Agile Brand with Greg Kihlström®, AI-powered commerce could create a new "data black box" where brands receive the transaction, but miss the context behind it. A few key takeaways: 1. High-intent traffic is becoming "high intent, low directionality" traffic. Customers arrive ready to buy, but brands may not know what influenced them. 2. First-party data becomes even more valuable as traditional journey signals disappear. 3. Structured, accessible data isn't just good practice. It's how AI agents understand and represent your brand. 4. Brand awareness matters more than ever. The brands consumers mention in prompts are the brands most likely to show up in AI-driven recommendations. The future of commerce may happen inside AI interfaces, but success will depend on how well brands connect customer data. Check it out 👉 https://okt.to/qDvr9L

Today we introduced Tealium Context API: a new way to bring rich, real-time customer context to AI agents, applications, and experiences without moving data or rebuilding your stack. With Tealium Context API, enterprises can: 1. Power AI agents with live customer profiles, audience membership, and consent data 2. Equip teams with instant access to customer history, loyalty status, and intent signals 3. Deliver next-best-action recommendations using both real-time and warehouse data 4. Personalize web, mobile, and in-app experiences from the very first interaction 5. Fuel AI-powered product discovery with up-to-the-moment behavioral signals 6. Activate warehouse-native audiences without copying data or building custom infrastructure No more choosing between the depth of your data cloud and the speed of real-time experiences. Check it out 👉 https://okt.to/CuBl2P

Next stop: Databricks Data + AI Summit 😎 Real-time, personalized support doesn't run on good data alone. It runs on data that's unified, governed, and ready to act the moment it matters. That's why we're speaking with Western Governors University, who supports 175,000+ students nationally, LIVE at the #DataAISummit to discuss how to turn real-time signals into action at scale. 🎤 Narendra Pandya 🎤 Zack Wenthe 🧠📢 Join us: June 17 at 11:30 AM PT And stop by Booth #239 to say hi to Team Tealium 👋

With 15,000+ martech platforms and endless AI hype, finding signal in the noise has never been harder. The Enterprise Martech Outlook by The Martech Weekly will reveal which technologies are delivering real value, what top-performing peers are prioritizing, and where the market is heading next. Become a founding contributor today. Take the survey and help define the benchmark for enterprise martech 👇

🚀 And that's a wrap on #SnowflakeSummit 2026! One theme stood out above all others: the rise of the agentic enterprise. Across keynotes, sessions, and customer discussions, the focus has clearly shifted from simply building AI models to making AI operational on top of trusted, unified organizational data. As organizations move from AI experimentation to execution, the foundation will be trusted data that can power smarter decisions, experiences, and outcomes. Thank you to everyone who stopped by, joined our sessions, and shared their perspectives. We're leaving inspired by what's ahead, and excited to help organizations build the data foundation that makes AI work. 🔥 Until next year, Snowflake Summit! ❄️

Update from the floor: Zack Wenthe 🧠📢 is gearing up for the final day at Snowflake Summit. Thanks to our friends at Slalom Heather Roth and Florian Delval and Larry Liu for a great event on the Future of CX last night! ❄️

Most companies don't have a data problem. They have a decision problem. In an interview with Martechvibe, Tealium's Zack Wenthe 🧠📢 explains why the next evolution of the CDP isn't about collecting MORE customer data, but turning customer signals into decisions and action in real time. Some key takeaways: - Context matters more than data volume - AI is only as effective as the data foundation beneath it - The future of CDPs is orchestration The winners will be the brands that can turn data into decisions fast enough to meet customer expectations. As Zack puts it: "Most brands are drowning in data but still starving for c