127: Agentic AI – the next stage of customer engagement

🎙️ New FMCGvibes episode: Agentic AI – the next stage of customer engagement

What happens when AI moves from supporting marketing to actually orchestrating customer engagement?

In the latest episode of FMCGvibes, Daniel talks to Sara Jurmain Richter, CMO at SAP Engagement Cloud, about personalization, loyalty and the future of AI in FMCG and retail.

They discuss why personalization still often feels impersonal, why customer data needs to be connected across channels and why real-time context is becoming critical for brands.

Also mentioned in this episode:

⚽ Bayern Munich & fan engagement

🛒 FMCG purchase behavior

📱 TikTok & real-time customer signals

🤖 AI-powered personalization

🎯 Loyalty & customer lifetime value

🔄 Omnichannel customer journeys

⚙️ Autonomous marketing orchestration