#729: The mindset shift needed for AI integration success with Rafael Flores, Treasure Data

The Agile Brand with Greg Kihlström®: Expert Mode Marketing Technology, AI, & CX

Is the hype around AI in marketing justified, or are we setting ourselves up for another "tech bubble" disappointment?

Agility requires not only embracing new technologies like AI, but also a fundamental shift in mindset, processes, and even organizational structure. It demands a willingness to experiment, learn, and adapt quickly to the ever-changing marketing landscape.

Today, we're going to talk about how AI is poised to revolutionize marketing, from personalization and customer engagement to the very structure of the SaaS market itself. To help me discuss this topic, I'd like to welcome, Rafael “Rafa” Flores, Chief Product Officer at Treasure Data.
About Rafael Flores
As an accomplished technology executive and proud immigrant from Honduras, I specialize in scaling SaaS companies from startup to high-growth enterprises. My career is built on my family's deep-rooted principles: valuing education, treating others with equal respect regardless of background, and uplifting younger talent—because I was once that little boy with big dreams.

Throughout my career, I have led transformative initiatives at some of the most recognized names in the technology landscape:
Meltwater: Played a pivotal role in the company's successful IPO, showcasing expertise in product innovation and market readiness.
Datanyze: Led strategic initiatives that culminated in a successful acquisition by ZoomInfo, enhancing data intelligence capabilities.
ARM Holdings: Spearheaded innovation in Retail SDK and IoT solutions, advancing the company's technology ecosystem and driving new business opportunities.

6sense: Led all automation, data, and AI-products, fostering a culture of collaboration and inclusion, while delivering data-driven solutions that empower GTM team(s) to sell effectively.
Treasure Data: Orchestrated a landmark $600M acquisition by ARM and secured record-breaking Customer Data Platform (CDP) funding. Today, I am back leading Treasure Data through a transformative era of intelligence and automation fit for scale, while returning to an organization that feels like home—rich with talent, poise, and a passion for progress.

I am also a devoted father of three beautiful children and grateful for the unwavering support of my wife—a registered nurse who embodies strength and compassion. My core expertise lies in defining and executing product strategies, roadmaps, and key performance indicators (KPIs). I possess deep knowledge of CDPs, data management, privacy frameworks, and SaaS go-to-market (GTM) applications, scaling solutions for businesses ranging from agile SMBs to Global 2000 enterprises.
Rafael Flores on LinkedIn: https://www.linkedin.com/in/ref2019/
Resources
Treasure Data: https://www.treasuredata.com
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