John Nitti — adMarketplace
Published:
If you think about things like buy now pay laters or you Fintech apps that had started as payments that became shopping experiences, right? That inherently have intent and search built into them. The consumer itself has already started to be distributed in that fashion across multiple platforms and I think AI has only accelerated that yet again further.
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-if-you-think-about-things-like-buy-now-pay-laters-or-you-fin