Future Fuzz - The Digital Marketing Podcast Ep. 96 - Your next customer will be an AI Agent - Andy Crestodina
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In this episode, Andy Crestodina, CMO and Co-Founder of Orbit Media, unpacks the smartest ways B2B marketers can leverage AI today—without falling for the hype. He introduces the concept of AI-powered gap analysis, a high-impact, underutilized tactic for improving website conversions by identifying what your pages are missing through the eyes of your audience. Andy also explores the rise of “non-human visitors”—AI agents that browse websites like humans—and what that means for SEO, conversion strategy, and digital PR. With his signature clarity and practical insights, Andy makes a compelling case for why marketers must adapt now to stay relevant in the age of AI.
Guest Bio
Andy Crestodina is the Co-Founder and Chief Marketing Officer at Orbit Media, an award-winning digital agency specializing in SEO, content strategy, and visitor psychology.
With over 20 years of experience, Andy has helped more than 1,000 businesses grow their visibility and generate leads through smarter digital strategy. He’s the author of Content Chemistry (now in its 7th edition) and has published more than 600 articles on content marketing, analytics, and AI.
A sought-after speaker, Andy delivers up to 100 talks each year at major conferences like Content Marketing World and MozCon. He also teaches at Northwestern University and Harbour.Space University.
Beyond marketing, Andy is deeply committed to giving back. He co-founded Chicago Cause, a philanthropic initiative that has donated over $700,000 in digital services to nonprofits, and he’s a certified Treekeeper with Openlands.
Takeaways
- AI-powered gap analysis is one of the most valuable and underutilized tools in B2B marketing today.
- Visual hierarchy matters—screenshots often outperform text or links when prompting AI for page feedback.
- Marketers must now optimize websites for AI agents, not just human users.
- A new layer of SEO and digital PR is emerging: training the bots to recommend your brand.
- Human connection, storytelling, and opinion will become the ultimate differentiators in a world of generic AI content.
- AI tools can still make factual and contextual mistakes—validation remains critical.
Chapters
00:00 Introduction to Andy Crestodina & Orbit Media
01:15 Reflecting on changes in marketing over 2 years
02:25 AI-powered gap analysis and why it's a game changer
05:40 How to feed pages to AI for better analysis
07:16 Visual hierarchy, screenshots, and conversion copy
08:34 Limitations of AI when analyzing user experience
09:26 Preparing your site for non-human AI visitors
11:13 Agentic AI: bots evaluating your site like humans
13:02 Making your site agent-friendly for future automation
16:00 AI's impact on the software and startup ecosystem
18:30 The risks of inaccurate AI bios and brand representation
20:30 How to get AI to recommend your company
22:29 Why podcasts and digital PR are now SEO tools
23:45 What AI can't do: story, opinion, emotion, and connection
25:37 Little Life Moments vs Large Language Models
26:52 Closing thoughts on marketing in the age of AI