VIDEO
Lumen designs brand experiences for AI agents and people.
Lumen Technologies VP of Brand and Digital Experience Moria Fredrickson says brands must treat AI agents as customers while keeping storytelling and emotion uniquely human. She explains why the front door to your brand has changed, and how the next 18 months will be about orchestrating both experiences.
Key Highlights
- Marketing needs a new operating model — built for agents and customers alike.
- Storytelling matters more than ever, and AI can’t replace it.
- The next 18 months will focus on orchestrating seamless agent and customer experiences.
As we're starting to look at agents as customers, that means we need to have both an agent friendly experience and a customer friendly experience. For the humans, it's really more of an operating system change a behavior change. The thing we need to remember is that even at the other side of an agent, there's a human.
Sometimes I think we would spend a lot of time focusing on .com as our front door. And so now it's what does our front door look like inside LLM models? All of those things change how we get found in market. Storytelling is still a uniquely human ability, and it is still the way that humans want to digest information. And so I think we're leaning in as a brand on where do we use humanity and emotion and lean in on that original idea and then use the agents to help scale that idea.
Where I expect AI going in the next 18 months as it comes to customer experiences, is really helping us dig in on that orchestration layer. They need to be orchestrated in such a way that makes sense and feels seamless for the customer. And that's where I think AI is going to become a powerful opportunity to bring that journey to life, but a seamless feeling, like one agent experience for the customer.
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