Andrea Tortella — CEO, Thrad
Published:
The ads should bring so much value that actually I prefer the experience with the ads rather than without the ads. If I could choose, we want to get to a point where as many people as possible say, 'wow, this is so helpful to me.'
What does Andrea Tortella say on The Agile Brand with Greg Kihlström?
Andrea Tortella, CEO, Thrad, says: An interview with Andrea Tortella, CEO of Thrad, about how conversational AI is reshaping advertising from interruption-driven impressions to contextual, task-based assistance. Tortella argues brands must experiment quickly, measure influence in new ways (like tracking conversational 'attention shift'), and treat the channel as a source of strategic customer data that can inform product, marketing, and business decisions.
From: The Agile Brand with Greg Kihlström
Cite as: Andrea Tortella. (2026). On The Agile Brand with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/andrea-tortella-the-ads-should-bring-so-much-value-that-actually-i-prefer-th