YouSaid · the spoken record

Amy Lanzi

lines on the record: 85
first: 2026-07-02
most recent: 2026-07-02
sittings or episodes: 1
sources: podcast

Every line below is reproduced as it was said and linked to the record it came from. Nothing here is summarised or generated. Directory · Search · Corrections

“My parents We are very much focused on marketing systems and how we are helping brands build out their growth engines so that it's not just about your media needs, your creative needs, your CRM needs, it's how we can really make all of those different capabilities work together so that it's easier for our brands to grow.”
2026-07-02 · Decoder with Nilay Patel · The CMO is a dying role, says Digitas' Amy Lanzi · IDENTIFIED FROM THE TRANSCRIPT
“Just people switching away? I think people switching away. I think the, you know, when brands stop putting media dollars there, all of those things together might, you might realize like, wow, they're not buying what I'm selling. And this is not going to work for me. I mean, there's plenty of platforms that are no longer, if you think about it.”
2026-07-02 · Decoder with Nilay Patel · The CMO is a dying role, says Digitas' Amy Lanzi · IDENTIFIED FROM THE TRANSCRIPT
“If I told you about my oldest stepson, who is an absolutely analog, that's why. I think we are seeing more and more consumers. The more you see that, the more you're like, think about it. If you sat down in front of your TV and it was like, we've made all these decisions about you and you're only allowed to do this based on what it feels like Black Mirror. And if that happens to you, you would say, I'm not going to engage in this anymore. I'm going to go read a book. And it's also counter to the value prop of a social platform around community. It was designed to make this connected world. So that's the most disconnected world. People are lonely and isolated. So the more you're just in your doom scroll, it will be terrible. So we need shared community. I think one of the things that's really interesting and a bright spot about creators is creators show up and they have a community. They listen to their communities. They're not influencing. They're creating, they're talking to their communities in a way. And brands that do this right are really bringing community along.”
2026-07-02 · Decoder with Nilay Patel · The CMO is a dying role, says Digitas' Amy Lanzi · IDENTIFIED FROM THE TRANSCRIPT
“So it can tell you why you're seeing content in a very direct way. And then you can talk to the OM and it can customize the algorithm for you. And he said, this is great. And we think this will give people a sense of agency. And then he went on, and he was like, soon I will customize all of Instagram for you. And the app will be different for every single person. Some of the experiences will be interactive. Some of the literally UI controls will be different. How we organize everything will be different. And you can see how this is the obvious future for us. And then he went on again and he said, this might be bad. This might ruin the shared fabric of truth that we all rely on every single day, which I met executive remarkably prescient. But he didn't say he was going to do anything about it. He was just like, here's what I'm going to do to you. I look at all of Cannes and I look at all of our talk about the creator economy, measuring the data, and I say, Adam Masseri is going to make Instagram different for every single person. That is his stated goal. He said it two weeks ago, and he knows that this might distort literally our shared sense of reality. Like the media experiences we all have. This is the”
2026-07-02 · Decoder with Nilay Patel · The CMO is a dying role, says Digitas' Amy Lanzi · IDENTIFIED FROM THE TRANSCRIPT
“Kind of makes sense. That tracks. Why do you think we all make podcasts now? Everyone's just trying to get to three hours of YouTube talking. I don't know if you can have it lightning round question that starts from a place of existential dread, but here we go. I feel like we're all here in the do y'all see admissariies post about customizing the Instagram algorithm Two weeks ago, this is maybe one of the most important posts in the history of media. I'm not kidding. And of course, he issued it as like an Instagram carousel, one of the least consumable forms of media that you can possibly have. It's also on threads if your brain is broken and use threads. You can go look at it there. But it's very long and it's about how... Offering the ability to customize the algorithm was previously impossible because no one could describe that.”
2026-07-02 · Decoder with Nilay Patel · The CMO is a dying role, says Digitas' Amy Lanzi · IDENTIFIED FROM THE TRANSCRIPT
“I think we do. We do have an audit format to see what is your share of voice within that. So you can sort of identify where you are in the moment, but it's a movable feast in comparison to Share Voice for Search. But it is something that we have an audit so we can start to see what are the different levers we need to be pulling. And by the way, the LLMs are also fed by different things. Recently, one of the new ones is long-form YouTube content. Kind of makes sense, that tracks. Why do you think we all make podcasts now? Everyone's just trying to get to pre-action.”
2026-07-02 · Decoder with Nilay Patel · The CMO is a dying role, says Digitas' Amy Lanzi · IDENTIFIED FROM THE TRANSCRIPT
“And that is really a conversation around influence. So it's how you're showing up and how you're also influencing LLMs when you actually get into that.”
2026-07-02 · Decoder with Nilay Patel · The CMO is a dying role, says Digitas' Amy Lanzi · IDENTIFIED FROM THE TRANSCRIPT
“We've had talk about a practice that you thought was not going to be, you know, when you look at the capabilities you have and what you don't think is going to be a continued is going to be a high growth engine or SEO team has exploded into it's one of the number in addition to new websites this is a big one”
2026-07-02 · Decoder with Nilay Patel · The CMO is a dying role, says Digitas' Amy Lanzi · IDENTIFIED FROM THE TRANSCRIPT
“GE No, I think it's a. Certain platforms, it's a recast of search. We're seeing this happening where you need to be able to be, instead of being found, you need to be known for. So that's the GEO response. But I also think it's a better curation of information. I think it's harder work on marketers because you need to be figuring out how you are leveraging Reddit or all these other different places so that you are showing up in a positive way with the LLMs. But I do think if we've all been talking about the concept of personalization at scale, we should be delivering on that. So GEO allows us to do that.”
2026-07-02 · Decoder with Nilay Patel · The CMO is a dying role, says Digitas' Amy Lanzi · IDENTIFIED FROM THE TRANSCRIPT
“So for me, everyday creative, I'll give you an example product display pages that are when you search on Walmart or Amazon in that page that it gives you all this information that if it's not done with robots, you're not doing it right because that is a, that's like looking at the back of a packaging. And if you really do it right, you can make it dynamic so it knows what you bought the last time and it can be magical. But that's like everyday creative that we need in order to get to personalization. We should be using those tools to be able to do that versus someone making those in an analog world, which is where we all started on that. So for some things, but I think when I think about big creative and storytelling, it still needs humans.”
2026-07-02 · Decoder with Nilay Patel · The CMO is a dying role, says Digitas' Amy Lanzi · IDENTIFIED FROM THE TRANSCRIPT
“It's interesting in our newsroom, we do a lot of first drafts now with AI, art, not writing, because it lowers the stakes on saying things are good ideas or bad ideas. And just that has empowered people to have more ideas. I see a lot of that. I would challenge you. I think at some point the bottom end of the creative, the UGC world, that stuff gets taken over.”
2026-07-02 · Decoder with Nilay Patel · The CMO is a dying role, says Digitas' Amy Lanzi · IDENTIFIED FROM THE TRANSCRIPT
“I do not. I think minds and complexity of humans makes great stories that you are attracted to. I'm not using the word creative, I'm using stories. I think AI enables you to be able to get to those concepts faster or to get to higher production more efficiently. I went to an event at the Palais team that was speaking, and it was fantastic. It was a case for Virgin Cruises, and they were talking about building these beautiful long-form content stories. And the creatives were talking about how they used AI to be able to get to the concepts faster, curate from StaticAart to digital art to really make these beautiful multimodal boards to bring this to life faster. But it wasn't the core of the idea. They had thought they had used their brains to come up with the idea.”
2026-07-02 · Decoder with Nilay Patel · The CMO is a dying role, says Digitas' Amy Lanzi · IDENTIFIED FROM THE TRANSCRIPT
“I think so because right now, if I mean my daughter's a third year, they're worried about their jobs because all they hear, so to your point on a press problem or a PR problem versus marketing problem, is that AI is going to be the thing that replaces all of them. I would say we want new young talent because if I watch my 12-year-old, he's a million times. He's been doing Google Slides since he was eight. So he can make because of COVID. All of them got right into Google Classroom and they all learned how to co-work and use many different apps at once and produce presentations easily. So to me, anyone that's coming out of school, we want, we want bright, curious hackers. We're not hiring them because we need them. We need people is the lifeblood of our business.”
2026-07-02 · Decoder with Nilay Patel · The CMO is a dying role, says Digitas' Amy Lanzi · IDENTIFIED FROM THE TRANSCRIPT
“Necessarily game changers that are advancing all of us. And they also, it's a lot, we have a lot of busy work because of all of the work is distributed everywhere. So the more we can use AI to connect those things and get those things done enables us to do more things like this. So I think that once we use AI to transform the way we work and to be more efficient in how we're getting to the outcomes, it'll then make time in all of our lives to do the things that are going to be game changers. So I think it's a marketing problem and a misunderstood problem.”
2026-07-02 · Decoder with Nilay Patel · The CMO is a dying role, says Digitas' Amy Lanzi · IDENTIFIED FROM THE TRANSCRIPT
“I think AI is misunderstood. So it's a marketing problem and the problem it's solving, meaning AI is, and I'll say that this is one of my favorite people to follow. The talks about AI, my friends here are going to know I'm going to say, is Shelly Palmer. We follow Shelly Palmer. And he talks about, he issued something out about AI being electricity and how electricity is really what fundamentally changed the industrial revolution and how the companies that were fast, he referenced Ford in this to really reshape how they work and were able to get to more efficient production as well as speed to market will win. And I think that's the lost conversation on AI, which is for me, if you are able to, all of us have too much to do in our computer, in our desktops, think about it. So if you can use AI to do those things and you don't call me because you're like, hey, did you clean out your email box? Like things like that are not.”
2026-07-02 · Decoder with Nilay Patel · The CMO is a dying role, says Digitas' Amy Lanzi · IDENTIFIED FROM THE TRANSCRIPT
“Publisher websites. Yes. We are definitely seeing a change in partnerships from our publishers that are trying to understand how they can create custom content that is not as dependent on search, but is definitely something that is a big conversation that's happening here.”
2026-07-02 · Decoder with Nilay Patel · The CMO is a dying role, says Digitas' Amy Lanzi · IDENTIFIED FROM THE TRANSCRIPT
“Because I was going to ask you, you talked a lot through the web. I feel like I have to ask you because I brought up Google Zero. Is that true in your world as well? It's definitely true on the publisher side that traffic from Google is going down. Is discovery traffic to all those websites going down as well?”
2026-07-02 · Decoder with Nilay Patel · The CMO is a dying role, says Digitas' Amy Lanzi · IDENTIFIED FROM THE TRANSCRIPT
“I think it's very, even if you just look at traditional brands that are trying to scale DTC-like brands, it is very hard to do because it's very hard to be found. And the distribution part is very expensive. So there is a reason why Walmart is incredibly successful because they've solved the route to consumer. And that is very challenging and expensive to try to build that out. Even if the product is incredible.”
2026-07-02 · Decoder with Nilay Patel · The CMO is a dying role, says Digitas' Amy Lanzi · IDENTIFIED FROM THE TRANSCRIPT
“I'm very curious because I think that's coming at particular rates at the top end of the curve go up. The idea that you can just launch your own brand and collect those margins directly. I get it. It makes rational economic sense, but I'm wondering if the audiences are going to take that at scale.”
2026-07-02 · Decoder with Nilay Patel · The CMO is a dying role, says Digitas' Amy Lanzi · IDENTIFIED FROM THE TRANSCRIPT
“I think some of the, you know, one of the things that I think has been really interesting that is not talked about, and it's actually, it's a unique example, it's more of a celebrity example, is brands like Fabletics, Kate Hudson's brand. Super interesting. It's right in her lifestyle play and her desire to be healthy and all of that. And that is, and it was really her launching fabletics, not her endorsing fabletics. That's not really a good creator example. I have to think more about that one.”
2026-07-02 · Decoder with Nilay Patel · The CMO is a dying role, says Digitas' Amy Lanzi · IDENTIFIED FROM THE TRANSCRIPT
“Think a unique product is really important versus a me to product that a creator has decided they wanted to sell. So that's important, I think you've seen some creators that if they're sports or they're an athlete and they're moving into a space that they feel like this is something that made them a better athlete and is a unique part of the market If someone's falling for that, then that makes sense that you would buy into that. When it feels like someone woke up and wanted to just put their persona on a certain brand and it doesn't feel like it's been their talk track to you as your sort of friend. Then it doesn't work.”
2026-07-02 · Decoder with Nilay Patel · The CMO is a dying role, says Digitas' Amy Lanzi · IDENTIFIED FROM THE TRANSCRIPT
“Because the audiences are there for the real content and they will tolerate the ads in support of the work that they're there to see. And then when the creator transitions to selling their own product, this misaligns the audience from the creator. And when the brand integrations get too overpowering, it misaligns everybody. And then the creators have to issue apologies and they fallen off the cliff. I see this all over the place. I see this with tech creators. I see this with fashion creators. Once you start chilling the product directly, your relationship changes, something goes horribly wrong. Maybe you backtrack all the way. There's some class of creators that's able to do it, right? That makes the transition to selling a product directly. You've seen a lot of these now. You're seeing the briefs. What qualities let you take that next step?”
2026-07-02 · Decoder with Nilay Patel · The CMO is a dying role, says Digitas' Amy Lanzi · IDENTIFIED FROM THE TRANSCRIPT
“There's this term that I've been hearing called the influencer cliff. I want to give credit, the TikToker came over there, and it's Carmen Vicente. I'm only giving her credit because no one gives me credit for Google Zero. And I'm trying to just reinitiate karma into this world. But it's her term. It's great. If you're listening to this, we'll put the video in the show notes. But her thesis is that creators, they can do the branded content.”
2026-07-02 · Decoder with Nilay Patel · The CMO is a dying role, says Digitas' Amy Lanzi · IDENTIFIED FROM THE TRANSCRIPT
“Yes. Yes. So for me, at some point, you as an enterprise owner or as an owner of a company, you need help to figure out how you're going to get to your next growth path. And this is what's happening with some of these businesses, these creators that have turned into an enterprise that are wondering, what is next? Gee, it's expensive to ship water all over the world. What do I do? How do I do this? What types of partners do I go to? How do I figure out ways to grow my brand in unowned ecosystems? Because that's the quickest way to grow your brand. Not just in your own channels.”
2026-07-02 · Decoder with Nilay Patel · The CMO is a dying role, says Digitas' Amy Lanzi · IDENTIFIED FROM THE TRANSCRIPT
“The last time we met, or two times ago, I had predicted that at some point there are going to be these creators that become enterprises, let's say a Mr. Beast that actually needs an agency, and it has happened. We are now starting to see briefs from these scaled, started as a creator that have now turned into enterprise businesses where they need an agency partner and they also need someone to help them to figure out how to invest their media so they can grow They're like real brands.”
2026-07-02 · Decoder with Nilay Patel · The CMO is a dying role, says Digitas' Amy Lanzi · IDENTIFIED FROM THE TRANSCRIPT
“I think it's fascinating that the creative economy is the only one where people routinely transition from selling bits to selling atoms. It's crazy to me that the Paul brothers are bottled water is a good business to be in. Historically not a great business to be in. Shipping water around the world is vastly more expensive than just making one more video. But there's no business in making one more video that scales. You have to make.”
2026-07-02 · Decoder with Nilay Patel · The CMO is a dying role, says Digitas' Amy Lanzi · IDENTIFIED FROM THE TRANSCRIPT
“One of the things that you and I were briefly talking about before we came on was at some point the creators hit scale where their businesses need to be businesses, right? And that's where you might need an agency to come in and actually operate your business. That scale is still pretty huge, right? Like it might just be Mr. Beast is that scale and he needs to operate a full business. But we see, I see lots of creators.”
2026-07-02 · Decoder with Nilay Patel · The CMO is a dying role, says Digitas' Amy Lanzi · IDENTIFIED FROM THE TRANSCRIPT
“Because they're just so on. It's not noise, but they keep you company. They keep you busy. And then all of a sudden, one of those people becomes a movie star. Which to me is a little bit of that middle of what you just articulated, where we know the creators, I think, I've watched my daughter over our years. I've watched my daughter and all of her creators that are now Emma Chamberlain was a creator on YouTube that's now a star that's doing SD Lauderads or whatever she's doing. She's really a celebrity now, but she started as a tiny creator making adorable shows on YouTube.”
2026-07-02 · Decoder with Nilay Patel · The CMO is a dying role, says Digitas' Amy Lanzi · IDENTIFIED FROM THE TRANSCRIPT
“It's a really good question. I don't know the answer to that. I do think there's so much demand for this space that that middle, there's a lot of demand for the middle. So you could use it as a way to eventually launch yourself into this upper echelon of craters. Someone said to me, I heard this, that Creators are daytime stars from soap operas I was like, this is pretty interesting. Because”
2026-07-02 · Decoder with Nilay Patel · The CMO is a dying role, says Digitas' Amy Lanzi · IDENTIFIED FROM THE TRANSCRIPT
“I guess maybe my new prediction is it will see a more barbell-shaped greater economy where the biggest craters are making more and more money than ever and kind of the middle gets squeezed either you got to get big, you got to be able to command rates because you're a celebrity or you end up towards those UGC rates where you're you're just doing infomercials on TikTok and that's the business what's left of the middle”
2026-07-02 · Decoder with Nilay Patel · The CMO is a dying role, says Digitas' Amy Lanzi · IDENTIFIED FROM THE TRANSCRIPT
“We still hold true to brand fundamentals. Strategy matters, what the consumer insight is for that brand, that has to be something that's an exchange between a brand and a creator. In order for the creator work to really build what's unique about that brand. And so it's still the idea of freedom and a framework that the creator has briefed on. They control how they're going to do it, but there are some sort of tone and voice and things that if a creator is actually going to buy into this, they need to buy into that. That still is really the exchange. That's always been the exchange, especially when, remember when UGC started in Tongle, do you remember that whole thing? It was the same thing where we was worried on Johnson.”
2026-07-02 · Decoder with Nilay Patel · The CMO is a dying role, says Digitas' Amy Lanzi · IDENTIFIED FROM THE TRANSCRIPT
“They're all small media businesses of their own. Some of them are very large media businesses of their own. And they are very open that what they do is marketing for brands. That comes right up against agencies. It comes right up against your creatives. All the creators know they want more control, right? They want the brief from the brand. They want business results. They say, leave me alone to do it. I'm just going to do it however I want to do it. What's that dynamic like as you start working with the bigger and bigger creators?”
2026-07-02 · Decoder with Nilay Patel · The CMO is a dying role, says Digitas' Amy Lanzi · IDENTIFIED FROM THE TRANSCRIPT
“Because we can't have another thing that is also prices out of the market. And there you get to a point where you're ceding so much control to the voice of the creator that that's probably not going to build your brand over time.”
2026-07-02 · Decoder with Nilay Patel · The CMO is a dying role, says Digitas' Amy Lanzi · IDENTIFIED FROM THE TRANSCRIPT
“Again, I think it's all about supply and demand. And so when you get to certain, once creators start moving into a more famous space. Then there suddenly it's they're worth more. And the last time we talked about this, we talked about the difference between a creator, an influencer, and a celebrity. And I still think that holds true. And there is more Unilever went out probably this time last year saying that they were going to spend 50% of their dollars with All Creators versus Creative. To me, what is an interesting conversation is what is creative now? If you're putting it all in the hands of a creator, what does it mean to be a brand that delivers creative? And how do you make those things work together?”
2026-07-02 · Decoder with Nilay Patel · The CMO is a dying role, says Digitas' Amy Lanzi · IDENTIFIED FROM THE TRANSCRIPT
“Let me put to the other side of this because so far we've talked about tech and data and scale. And I think that is the promise of AI, right? We're going to automate everything. It is going to be magic. We're going to do programmatic again. All you need is data. And they need your money. The other side of this, and I'm just walking around Can is creators everywhere, something vastly more human, vastly more bespoke. My theory, and I was just wrong on this, so caught to it. I thought creator rates would fall drastically this year, right? Is there was more AI content is the platforms got more and more punishing about what would work on their algorithms as they started doing their own content. Instead, I look around and everyone here at Can is just so proud about how cost per minute a video is skyrocketing again. What's going on?”
2026-07-02 · Decoder with Nilay Patel · The CMO is a dying role, says Digitas' Amy Lanzi · IDENTIFIED FROM THE TRANSCRIPT
“We're back with Digitas CEO Amy Lanzy. Before the break, we were talking about how the advertising and marketing industries are contending with AI and fundamental changes to the web. Now I wanted to dive deeper on the creator side of the equation, and specifically what Amy thinks about the growth of creator-led businesses.”
2026-07-02 · Decoder with Nilay Patel · The CMO is a dying role, says Digitas' Amy Lanzi · IDENTIFIED FROM THE TRANSCRIPT
“Yes, because the more AI oriented products they have, it puts more focus on more media investments with them because of these magical products. It's not necessarily solving a core shopping problem.”
2026-07-02 · Decoder with Nilay Patel · The CMO is a dying role, says Digitas' Amy Lanzi · IDENTIFIED FROM THE TRANSCRIPT
“So it's changed this dynamic of what a retailer does and what a supplier manufactured brand does. So that dynamic has changed. And that makes the negotiation between they need each other to grow. So when they've transformed a media partners, this changes that equation significantly. This is a whole retail media conversation. That is still, so are they a media partner or are they a retail partner? That's much more still of the conversation. I would say that.”
2026-07-02 · Decoder with Nilay Patel · The CMO is a dying role, says Digitas' Amy Lanzi · IDENTIFIED FROM THE TRANSCRIPT
“Yes and no. I don't think the clients I speak with today are not as worried about Google as a commerce partner as they are about the transformation of their more traditional partners like in Amazon or other retailers that have transformed from being a retail partner to being media partners.”
2026-07-02 · Decoder with Nilay Patel · The CMO is a dying role, says Digitas' Amy Lanzi · IDENTIFIED FROM THE TRANSCRIPT
“And everyone might need something, but no one is thinking through. At the end of this, one player will control it. When your clients and partners think about, okay, we're going to adopt these standards for Agentic workflows for how commerce will be done in the future, is there any pause to say, okay, Google's going to control all the standards again?”
2026-07-02 · Decoder with Nilay Patel · The CMO is a dying role, says Digitas' Amy Lanzi · IDENTIFIED FROM THE TRANSCRIPT
“Here's my wonkiest type question for you. Google is very, very proud. Because this is again AI top down or bottom up. I sort of understand how it's bottom up, right? We're going to empower all of our smartest people to do a gentic things in our workplaces. And then there's top down, which is Google is very proud of its universal cart standard, where agents are going to be able to access carts across domains and compare prices and do all that stuff. That's a corporate decision. That's a strategy decision. And they're pretty proud that everyone's on board. And their argument to me is, well, we just needed something. So this is the something. And I hear the tech industry say, we just needed something. And I think, well, of course, but it's just something that you control.”
2026-07-02 · Decoder with Nilay Patel · The CMO is a dying role, says Digitas' Amy Lanzi · IDENTIFIED FROM THE TRANSCRIPT
“Absolutely, it does. I just think there's the planning part and the transaction part. Those are two different things. I think on planning, you're competing. Amazon's trying to get up. They're going to get at a transaction into that planning component, really, when you think about all the things that they're doing with their own creators and even just their move on full funnel and content. That's really to make Amazon your total destination. But I think the agent to agent buying space is still, the concept of trust is still very important here. what you're willing to do and not to do, I think is as a consumer is still TBD.”
2026-07-02 · Decoder with Nilay Patel · The CMO is a dying role, says Digitas' Amy Lanzi · IDENTIFIED FROM THE TRANSCRIPT
“But this idea that you're going to have a bunch of agents just planning the trips for you, buying all of the gear that you might want. And then the brands might pay for preferred results in all of those spaces. That does seem like a more direct competitor to Amazon than not, right?”
2026-07-02 · Decoder with Nilay Patel · The CMO is a dying role, says Digitas' Amy Lanzi · IDENTIFIED FROM THE TRANSCRIPT
“That I learned in the New York Times do it. Go to mind trip and it'll magically plan your trip. It's pretty good. It can do most things and then it breaks in certain areas.”
2026-07-02 · Decoder with Nilay Patel · The CMO is a dying role, says Digitas' Amy Lanzi · IDENTIFIED FROM THE TRANSCRIPT
“Think it's a little bit of a hedge against that, I would say that for many of our packaged goods friends, one of their biggest threats is Amazon, that is the Google on the story Because if you are so dependent on a partner like Amazon that also can, and we like our partnership with Amazon, but they also are a place where because of the size of their marketplace, if you've built a brand that has a storied, is a known brand, some of these marketplace brands can immediately win because of how you've invested and built the category. So you need to have your own assets to be able to think about what is your next story, what is your next move so that you don't get commoditized. So I think that applies to both Amazon and Google to a degree.”
2026-07-02 · Decoder with Nilay Patel · The CMO is a dying role, says Digitas' Amy Lanzi · IDENTIFIED FROM THE TRANSCRIPT
“And you realize like, okay, like the audience is partially verge readers who just love tech, partially it's other developers. And then a huge part of it is industry analysts and their investors. And they want to see the revenue return on every single feature that Google announces. And so they all end in transactions. And over time, those transactions have taken place closer and closer to Google's core platform. This year they announced what, intelligence shopping carts that are just going to track prices and execute a purchase for you. You're talking about rebuilding websites. There's a world in which the website is just the backend database for very complicated Google system that is doing all of the things that you're talking about. Is there a hedge against that or is that train just on the tracks?”
2026-07-02 · Decoder with Nilay Patel · The CMO is a dying role, says Digitas' Amy Lanzi · IDENTIFIED FROM THE TRANSCRIPT
“Every time I go to Google IO, I sit down with Snap and Try and ask him every single demo of search for years now has ended in a transaction. I don't know if you have noticed this. Every Apple demo ends with trip planning. Every Google demo ends with trip planning that ends in buying shoes.”
2026-07-02 · Decoder with Nilay Patel · The CMO is a dying role, says Digitas' Amy Lanzi · IDENTIFIED FROM THE TRANSCRIPT
“Your brand and gives information. Old websites pretty much weren't really built in a way that makes sense for modern consumers.”
2026-07-02 · Decoder with Nilay Patel · The CMO is a dying role, says Digitas' Amy Lanzi · IDENTIFIED FROM THE TRANSCRIPT
“Yes and no. It's actually pretty interesting. I mean, this is something that the market talks to you, clients come in, they look for new things. I mean, who would have thought if you asked me at the end of last year, you're going to do a lot of website work? I would have said, no. But we've seen a lot of it because two reasons. One, the future of websites are knowledge sites. Websites were built to contain a bunch of random information that didn't really enable you to show up well in a single response to a prompt. So part of it is that. But also it's like if you're going to be a real brand and it's a little your legitimacy point, you really need to have your own assets. You want to own that and eventually you don't always want to have to funnel everything through and package goods through a retail partner. You want to be able to have your own relationship. That doesn't mean everyone's going to buy from that site, but the idea that that is a site that one does its job of feeding the LLMs, but also building”
2026-07-02 · Decoder with Nilay Patel · The CMO is a dying role, says Digitas' Amy Lanzi · IDENTIFIED FROM THE TRANSCRIPT
“Having the dot com or I guess the.ai now gives you an appearance of legitimacy that a customer will go and transact against versus just dropping a TikTok shop and who knows what sort of Timo product you're going to get. I look at that and I say, okay, you're going to go to the web, right? That's a move everybody wants you to do. And the web is fundamentally under threat by Agentix Search, by AI overviews, everything everyone knows about. Do you see that changing in your funnels?”
2026-07-02 · Decoder with Nilay Patel · The CMO is a dying role, says Digitas' Amy Lanzi · IDENTIFIED FROM THE TRANSCRIPT