Lisa Avvocato — CMO, Vitam
Published:
10 years ago, 15 years ago, it was really about who spends the most on ads. And now it’s much more about who is the most relevant, the most credible, and ultimately the most useful in that moment. So we’ve seen this shift to getting hyper-targeted with personalization, and generative AI has just 10X that. It’s really democratized this whole concept of brand discovery because it’s not just a budget factor anymore.
What does Lisa Avvocato say on The Agile Brand with Greg Kihlström podcast?
Lisa Avvocato, CMO, Vitam, says: In this conversation Greg Kihlström interviews Lisa Avvocato, CMO at Vitam, about how generative AI is fundamentally changing marketing—from discovery economics to content strategy and team skills. Avvocato offers a practical roadmap for leaders: focus on earning algorithmic trust rather than buying visibility, structure content and data for AI, upskill teams to blend creativity with technical rigour, and adopt ethical guardrails rather than waiting for regulation.
From: The Agile Brand with Greg Kihlström podcast
Cite as: Lisa Avvocato. (2026). On The Agile Brand with Greg Kihlström podcast. Retrieved from https://research.agilebrandguide.com/insights/lisa-avvocato-10-years-ago-15-years-ago-it-was-really-about-who-spends-t