Kevin White — Head of Marketing, Scrunch
Published:
You can have the best of both worlds: you can provide a human experience and also deliver content in the way AI agents want to consume it at the edge — the AI gets what it wants and the human gets what they want.
What does Kevin White say on The Agile Brand with Greg Kihlström?
Kevin White, Head of Marketing, Scrunch, says: Kevin White of Scrunch discusses how the rise of AI agents and LLMs is shifting marketing objectives from being 'found' to being 'cited,' arguing that traditional referral and traffic metrics are insufficient. He outlines practical strategies—monitoring AI visibility, building highly specific 'long long tail' content, and serving both human and machine audiences—to protect brand accuracy and earn citations from AI-powered interfaces.
From: The Agile Brand with Greg Kihlström
Cite as: Kevin White. (2026). On The Agile Brand with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/kevin-white-you-can-have-the-best-of-both-worlds-you-can-provide-a-huma