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  1. The Agile Brand with Greg Kihlström®: Expert Mode Marketing Technology, AI, & CX
  2. From Ai4: Coca-Cola FEMSA's Jose Martinez on balancing continuous improvement and CX consistency
From Ai4: Coca-Cola FEMSA's Jose Martinez on balancing continuous improvement and CX consistency

From Ai4: Coca-Cola FEMSA's Jose Martinez on balancing continuous improvement and CX consistency

The Agile Brand with Greg Kihlström®: Expert Mode Marketing Technology, AI, & CX · Aug 7, 2026

Coca-Cola FEMSA's CDO on managing petabytes of data across millions of POS to turn AI insights into a competitive advantage.

Competitive Data Advantage Comes from Connecting Disparate Domains, Not Just Organizing Them

True data advantage arises from discovering patterns between seemingly unrelated domains, like operations and finance. Merely organizing data within its own silo is insufficient; the real value lies in analyzing the interconnected whole to uncover correlations that drive strategic decisions.

From Ai4: Coca-Cola FEMSA's Jose Martinez on balancing continuous improvement and CX consistency thumbnail

From Ai4: Coca-Cola FEMSA's Jose Martinez on balancing continuous improvement and CX consistency

The Agile Brand with Greg Kihlström®: Expert Mode Marketing Technology, AI, & CX·3 days ago

The 'Fail Fast' Approach Requires a Business 'Compass' to Avoid Wasting Resources

Randomly testing new ideas under the 'fail fast' mantra is inefficient and costly. Instead, experimentation should be guided by a high-level business goal or question. This 'compass' focuses efforts, ensuring that even failures produce valuable, relevant learnings rather than just being expensive dead ends.

From Ai4: Coca-Cola FEMSA's Jose Martinez on balancing continuous improvement and CX consistency thumbnail

From Ai4: Coca-Cola FEMSA's Jose Martinez on balancing continuous improvement and CX consistency

The Agile Brand with Greg Kihlström®: Expert Mode Marketing Technology, AI, & CX·3 days ago

Chief Data Officers Must Be Marketers to Secure Investment in Foundational Work

To get executive buy-in for essential but unglamorous data initiatives like governance, technical leaders cannot rely on jargon. They must act like marketers, framing the projects in terms of business value—such as increased revenue or cost savings—to convince stakeholders and build trust in the data.

From Ai4: Coca-Cola FEMSA's Jose Martinez on balancing continuous improvement and CX consistency thumbnail

From Ai4: Coca-Cola FEMSA's Jose Martinez on balancing continuous improvement and CX consistency

The Agile Brand with Greg Kihlström®: Expert Mode Marketing Technology, AI, & CX·3 days ago

Modern AI's Real Danger Is Not Just Using Bad Data, But Spreading It Faster

The problem with AI has evolved beyond 'garbage in, garbage out.' Today's systems can rapidly ingest misinformation from public sources and present it as fact, creating a feedback loop. This means bad information is not only used for poor decisions but is actively amplified and distributed faster than ever before.

From Ai4: Coca-Cola FEMSA's Jose Martinez on balancing continuous improvement and CX consistency thumbnail

From Ai4: Coca-Cola FEMSA's Jose Martinez on balancing continuous improvement and CX consistency

The Agile Brand with Greg Kihlström®: Expert Mode Marketing Technology, AI, & CX·3 days ago