Lisa Avvocato — CMO, Vitam
Published:
You really have to consider the structure of content; as marketers, this is a really big learning curve for some of us. Like five years ago, if you would have asked me what a JSON file was, I would have told you it was a typo. Now it’s this fundamental part of our growth strategy. Making sure that every time you’re creating content it’s structured, accessible, and easy for AI models to understand gives you a much higher chance of being quoted.
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-you-really-have-to-consider-the-structure-of-content-as-mar