John Nitti — adMarketplace
Published:
You need to open it up a little bit more and look at things a bit differently, right? And and and understand what conversations you want to be a part of… You want to be able to take that as much as intent and semantics as possible and have that be what you’re serving up in that those instances. And so our technology is doing that and making it more relevant… you do need to expand and look at a different, you know, keyword and and category strategy to make sure that you’re capturing the full intent.
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-you-need-to-open-it-up-a-little-bit-more-and-look-at-things