Lisa Avvocato — CMO, Vitam
Published:
The absence of regulation doesn’t equal permission. Marketing leaders shouldn’t wait for enforcement to define these standards because there’s going to be a huge lawsuit one day — it’s not a matter of if, it’s a matter of when. Trust is a compounding asset, so some of these short-term gains from undisclosed AI content can risk damaging your brand in the long run once customers feel like they’re being misled.
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-the-absence-of-regulation-doesnt-equal-permission-marketin