#797: Vitam CMO Lisa Avvocato on AI's Growing Role from Search to Transaction

The Agile Brand with Greg Kihlström®: Expert Mode Marketing Technology, AI, & CX

The Agile Brand

Marketing, Business

4.9 • 113 Ratings

🗓️ 12 January 2026

⏱️ 26 minutes

🔗️ Recording | iTunes | RSS

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Summary

With AI like ChatGPT now handling the customer journey from search to potentially the entire transaction, are we about to witness the end of the brand website as the primary point of conversion? Agility requires not just reacting to new technologies like AI, but proactively redesigning the core operating model of the marketing organization. It demands a shift from mastering a set of fixed channels to building a flexible system that can learn, test, and scale with entirely new platforms for discovery and engagement. Today, we're going to talk about how AI is fundamentally rewriting the playbook for marketing—from how customers discover brands in the first place, to the very nature of content creation, and the operational realities of building a team and a tech stack that can keep up. It's a topic filled with both existential threats and massive opportunities.To help me discuss this topic, I'd like to welcome Lisa Avvocato, Chief Marketing Officer at Vitam and former VP of Marketing and Community at Sama. About Lisa Avvocato Lisa Avvocato on LinkedIn: linkedin.com/in/lisaavvocato Resources Vitam: https://thevitam.com/ The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://www.teksystems.com/versionnextnow Catch the future of e-commerce at eTail Palm Springs, Feb 23-26 in Palm Springs, CA. Go here for more details: https://etailwest.wbresearch.com/ Drive your customers to new horizons at the premier retail event of the year for Retail and Brand marketers. Learn more at CRMC 2026, June 1-3. https://www.thecrmc.com/ Enjoyed the show? Tell us more at and give us a rating so others can find the show at: https://ratethispodcast.com/agileConnect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstromDon't miss a thing: get the latest episodes, sign up for our newsletter and more: https://www.theagilebrand.showCheck out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company

Transcript

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0:00.0	The Agile Brand
0:02.0	Welcome to Season 8 of the Agile Brand podcast.
0:09.0	This season we're going all in on expert mode MARTEC, AI, and customer experience,
0:16.0	talking with the people and platforms behind the brands you know and love.
0:20.0	I'm Greg Kilstrom, your host, and I help Fortune 1000 companies make sense of
0:24.4	MARTEC, AI, and MarketingOps.
0:27.3	Hit subscribe or follow to make sure you always get the latest episodes and leave us a rating
0:31.4	so others can find us as well.
0:34.1	And make sure you check out our sponsor, Tech Systems, an industry leader in full-stack technology services, talent services, and real-world application.
0:42.3	For more information, go to teK systems.com. Now let's dive in.
0:47.3	With AI Lake ChatGPT, now handling the customer journey from search to potentially the entire transaction,
0:57.5	are we about to witness the end of the brand website as the primary point of conversion?
1:02.5	Agility requires not just reacting to new technologies like AI, but proactively redesigning the core
1:08.2	operating model, the marketing organization. It demands a shift from
1:12.2	mastering a set of fixed channels to building a flexible system that can learn, test, and scale with
1:17.8	entirely new platforms for discovery and engagement. Today we're going to talk about how AI is
1:23.0	fundamentally rewriting the playbook for marketing, from how customers discover brands in the first place
1:28.6	to the very nature of content creation and the operational realities of building a team
1:33.5	and a tech stack that can keep up. It's a topic filled with both existential threats,
1:38.9	as well as massive opportunities. Tell me to discuss this topic. I'd like to welcome
1:43.2	Lisa Avocato, chief marketing officer at Vitam. Lisa,, discuss this topic. I'd like to welcome Lisa Avocado, Chief Marketing
1:45.2	Officer at Vitam. Lisa, welcome to the show. Hi, thanks for having me. Yeah, looking forward to
	...

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