Why I Joined Experiture: The Future of MadTech Is Agentic

From MadTech Fatigue to AI-Native Reinvention

Marketers are overwhelmed. They’re drowning in dashboards, pushing buttons and tuning buttons in 10 different SaaS tools, and getting at best marginal ROI in return. The dream of 1:1 personalization has been sold for a decade—believe me, I’ve been one of its leading purveyors—but the execution has been manual, brittle, and expensive. 

Experiture is going to change that. What we are building will be the first truly agentic, AI-native omnichannel platform—a system that doesn’t just automate tasks, but actually acts on behalf of marketers as a trusted partner.

With Experiture’s Xyra AI, the platform can already autonomously build audiences, map journeys, and spin up dashboards on the fly. But that’s just the start: The next iteration is being designed from the ground up to plan, design, run, and optimize omnichannel campaigns across email, SMS, direct mail, search, and even paid media. 

Why This Matters Now

In 2025, two key factors are converging: 

1. First-party data renaissance – Every brand is sitting on a mountain of CRM and behavioral data, and now they’re being asked to activate it across more fragmented media channels. I know from first-hand experience that the problem is getting that valuable data from CRM into paid media—simply building connectors isn’t enough.  

2. The shift from “tools” to “teammates” – Humans want to engage with tools the same way they engage with people. Evolution has taken millions of years to design us this way—it’s what we were quite literally born to do. As such, marketers don’t need more buttons to push. They need AI that works with them, understands business goals, and helps them scale what works. 

Experiture sits squarely at the intersection of those two shifts. We are building a platform that bridges the divide and enables marketers to using agentic workflows to orchestrate personalized CRM campaigns and seamlessly push these audiences into media clean rooms and DSPs for paid media activation. It’s our mission to help brands leverage agentic AI to design and execute personalized omnichannel experiences—so stay tuned. 

A Platform Built for the Marketer of Tomorrow 

I took this role because I believe we’re building the platform marketers wish they had five years ago—and the one they’ll absolutely need five years from now. 

• AI that doesn’t just assist—it acts. 

• Omnichannel orchestration that’s actually orchestrated. 

What’s Next 

As Chief Commercial Officer, I’ll be focused on helping our clients and partners realize the full potential of this platform—while shaping how we become the connective tissue for omnichannel excellence. If you’re a brand looking to build winning campaigns and activate first-party data more effectively, or a partner looking to collaborate on building the future of marketing, let’s talk. 

The agentic era of omnichannel advertising and marketing has arrived. Let’s build it together.

Want to learn more? 

Let’s chat: [email protected]

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