The team just got back from eTail West, where our CRO Richard Jones took the keynote stage — and he didn’t hold back.

The headline? AI isn’t your bottleneck. Visibility is.

Most brands aren’t struggling because they lack AI tools. They’re struggling because their systems can’t see enough of their customers in the first place. If your stack can only act on the small percentage of users it recognizes, no amount of automation is going to unlock real growth.

In his keynote, Richard breaks down:

Why identity is the real unlock for AI

• How anonymous traffic is quietly limiting performance
• What “intelligence layer” actually means in practice
• And why the future of marketing isn’t more tools — it’s better visibility

It’s sharp. It’s practical. And yes, there’s data.

If you missed eTail (or want to rewatch the mic-drop moments), the full blog includes video and audio from the keynote.

We’ve officially entered the era of “your ESP can’t do it alone.” In this blog, I break down why identity + orchestration is the new baseline — and what the Wunderkind + Klaviyo partnership actually unlocks for brands. It’s not about replacing anything. It’s about expanding reach, acting on real-time signals, and making every send smarter.

We surveyed thousands of U.S. consumers to understand how they’re shopping, spending, and reacting to brands in 2026. The headline? They’re intentional. They’re value-driven. And they absolutely notice when marketing feels generic. If you want your strategy grounded in real sentiment — not guesswork — start here.

Already invested in your ESP? Good. Now let’s make it work harder. This guide shows exactly how identity resolution expands your addressable audience within Klaviyo, feeds richer signals into your existing flows, and drives incremental revenue — without ripping anything out or adding chaos to your stack.