Todd Parsons — Chief Product Officer, Criteo
Published:
Marketers aren’t generally set up for that, right? They’re not set up to actually create intent. They’re usually set up to respond to it… you think about how you work with whatever your preferred agent or, you know, AI assistant is. And I’m talking to mine more than I’m typing anymore. And it’s a multi-turn thing that reveals a new answer each time… each one of those things is an opportunity for a brand to create demand, not just intercept something that I would have said about a specific product.
What does Todd Parsons say on The Agile Brand with Greg Kihlström?
Todd Parsons, Chief Product Officer, Criteo, says: Todd Parsons of Criteo discusses how traditional channel silos and org charts misalign with the modern, fluid customer journey, creating fragmentation of truth that undermines growth. He argues that AI is shifting marketing from demand capture to demand creation through conversational interfaces, and that marketers must evolve from channel technicians to strategists who design human-centric, cross-functional experiences and unify around outcome-based measurement.
From: The Agile Brand with Greg Kihlström
Cite as: Todd Parsons. (2026). On The Agile Brand with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/todd-parsons-marketers-arent-generally-set-up-for-that-right-theyre-n