Juan Mendoza: Volitional Personalization Is Here

Juan Mendoza, CEO of The Martech Weekly, joins the show to unpack a major shift in customer experience: volitional personalization. As consumers increasingly rely on AI agents like ChatGPT to guide purchase decisions, marketers are losing control over the touchpoints that once defined the buyer journey. Juan and Sara dive into how this pull-based model flips the script on traditional campaign strategies and forces brands to rethink their approach to data, content, and visibility.Juan: “Consumers actually using AI agents to do their bidding for them is an entirely new channel that we have no idea how to grapple with yet.”Links & Resources:Connect with Sara: linkedin.com/in/sara-faatz-b67213Connect with Juan: linkedin.com/in/juan-mendoza-2b3a63a4Read The Martech Weekly: themartechweekly.comLearn more about Progress: progress.comTimestamps:00:25 – The rise of agentic AI in marketing01:15 – Navigating the hype vs. harm of AI agents02:45 – Real-world example: AI-driven real estate personalization03:50 – Volitional personalization vs. speculative personalization05:30 – Why combining push and pull strategies matters07:00 – Alarm clocks, AI, and the new search experience08:10 – Juan’s hot take: The death of marketing visibility10:20 – Where Juan goes to learn: Hacker News & hands-on experimentation Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

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