Jaysen Gillespie — Global Head of Analytics and Product Marketing, RTB House
Published:
Instead of just searching the web for like shoes for people with a narrow foot… I could give that fact along with a couple brands that maybe work for me into an AI engine… It came back with excellent recommendations for other brands I should look into because the features and characteristics of what they’re selling likely would match what I need. I never heard of these companies… Well, what did that do to my purchase funnel? It amplified the middle of it. It put me into a longer research and consideration cycle because there are now options that I was not aware of before I did this exercise in an AI tool.
What does Jaysen Gillespie say on The Agile Brand with Greg Kihlström?
Jaysen Gillespie, Global Head of Analytics and Product Marketing, RTB House, says: In this interview Jaysen Gillespie of RTB House discusses how economic uncertainty and generative AI are reshaping performance marketing by lengthening and widening the consumer research cycle. He argues marketers must optimize for AI-powered discovery, shift from machine learning to deep learning to prove incrementality, and adopt LLM-driven contextual targeting as a privacy-first approach. The conversation stresses cross-functional collaboration, agility, and technology that demonstrates causal business impact.
From: The Agile Brand with Greg Kihlström
Cite as: Jaysen Gillespie. (2026). On The Agile Brand with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/jaysen-gillespie-instead-of-just-searching-the-web-for-like-shoes-for-people