In this episode of the James Dooley Podcast, James Dooley is joined by Chris Pantelli of Linkifi to explain the concept of the Zero Moment of Truth (ZMOT) and why it has become a critical factor in modern marketing. They discuss how purchasing decisions are now heavily influenced by what potential customers see online just before they buy — from Google search results and reviews to AI-generated answers in tools like conversational search and LLM platforms.