John Nitti — adMarketplace
Published:
I think there’s gonna be… an evolution, right? Of an emerging of of disciplines… things that had been siloed and disciplined departments of the past, right? Of how you looked at SEO, SEM, social, programmatic… will start to merge more together… instead of having different performance channels competing against each other, I think you’re gonna see that merge together.
What does John Nitti say on The Agile Brand with Greg Kihlström?
John Nitti, adMarketplace, says: This interview with adMarketplace’s John Nitti explores how generative AI has accelerated the long-running trend of distributed intent, shifting discovery away from a single search bar into conversational agents, fintech apps, social surfaces, and other new digital touchpoints. Nitti discusses the commercial "last mile" problem of bridging AI-driven answers to purchase, the need to rethink keyword-driven tactics as conversations, and the organizational changes marketers must make through disciplined testing and integrated teams.
From: The Agile Brand with Greg Kihlström
Cite as: John Nitti. (2026). On The Agile Brand with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/john-nitti-i-think-theres-gonna-be-an-evolution-right-of-an-emergin