In the latest episode of Future Proof, we sat down with Kevin Wang, Chief Product Officer at Braze, to unpack how AI is reshaping the relationship between brands and consumers and what marketers need to do to stay ahead of the shift.We cover:

• Why the next big ad surface isn't search or social and how LLMs will know what you want before you ask
• How personalization is evolving from coarse-grained categories to something closer to music taste than ice cream flavor
• Why the real battle in AI-driven commerce isn't capability, it's who owns the consumer context
• How Braze is using reinforcement learning and in-product agents to give marketers exponential strategic leverage
• Why human-in-the-loop isn't going away and how the role of the marketer is shifting up the stack
• What every major platform shift tells us about where brand-to-consumer relationships are headed next

Highlights: 00:00 — AI as the Next Big Ad Surface: Why LLMs Are Opening Up a Platform Shift Bigger Than Social

04:30 — Spelling, Diction & Depth: How Agents Will Personalize Beyond What Facebook and Google Can See

09:15 — Who Owns Your Preferences? The Battle Between Foundational Models, Retailers, and Consumers

14:00 — Agentic Shopping and the Limits of Automation: Why People Still Want to Buy for Themselves

19:30 — Braze's AI Decisioning Studio: Reinforcement Learning, Guardrails, and Offer Fit

25:00 — Human-in-the-Loop: Why AI Is Also Really Good at Checking on Humans

30:00 — Enterprise AI Adoption: AI Academies, On-Ramps, and Getting Comfortable with Experimentation

36:00 — LLMs Are Not Deterministic: What Happens When Your Model Picks Its Own Magic Numbers

41:00 — The Future of Brand-to-Consumer Relationships: More Personal, Not More Distant

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