John Nitti — adMarketplace
Published:
Let’s not ignore again what that user journey is, right? And how do you make sure that you take as much friction out of that process as possible?.. We’re not influencing, you know, the search result or the result from the the LLM, but if you hover over, we’ll give you a link to then go purchase…
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-lets-not-ignore-again-what-that-user-journey-is-right-and