#United States #AI Technology #Zillow #Advertising Specialty Institute #Trevose, Pennsylvania

Matt Gilliland Takes Charge as Chief Product Officer at ASI

On September 14, 2026, the Advertising Specialty Institute (ASI), a prominent player in the $27.7 billion promotional products industry, welcomed Matt Gilliland as its Chief Product Officer. With an illustrious career spanning over 18 years in product and technology, including a substantial 12-year tenure at Zillow, Gilliland's appointment marks a significant step towards advancing ASI's innovative, AI-driven technological endeavors.

Gilliland steps into this pivotal role at a time when the promotional products sector is evolving rapidly. Not only has he been instrumental in product development at Zillow, where he served as Vice President of Product, but he has also honed expertise that aligns perfectly with the challenges and opportunities presented within the advertising and marketing realms. At ASI, he will lead the product organization and oversee the enhancement of ESP+, ASI’s flagship technology platform that facilitates seamless connections between promotional product distributors and suppliers.

The promotional products landscape includes a diverse array of branded items, from apparel and drinkware to bags and tech accessories, all employed by organizations for marketing purposes. At the forefront of ASI’s mission is the commitment to equip promotional product professionals with the tools necessary for effective customer engagement and campaign development. Gilliland's strategy will pivot towards integrating artificial intelligence into ASI’s operations, creating streamlined solutions that cater to the evolving needs of industry stakeholders.

In a statement from ASI CEO Ashish Mittal, the pace at which promotion technology must evolve was underscored, emphasizing the necessity of innovative thinking. “Promo is moving too fast for incremental thinking,” Mittal remarked. He expressed confidence that Gilliland’s ability to distill complex technological solutions into user-friendly products will catalyze ASI’s drive to meet future demands. By leveraging Gilliland’s extensive background in technology and product management, ASI is poised to enhance how promotional product professionals conduct their business.

Gilliland’s experience at Zillow involved developing cutting-edge technology within a vast marketplace that unified real estate professionals with buyers and sellers. At ASI, ESP+ serves a similarly expansive role, connecting thousands of distributors with more than 3,000 suppliers, while offering access to over 1.2 million promotional products. This robust framework allows for dynamic interactions among members, facilitating smoother operations in product sourcing and customer service.

“ASI has spent decades building something technology alone can't create: deep industry expertise, trusted relationships, and a thriving community of distributors and suppliers,” Gilliland stated. “I’m excited to combine that foundation with modern technology that takes work off our members' plates and gives them more time for relationships, creativity, and their customers.”

In alignment with this vision of technological enhancement, ASI has already begun integrating artificial intelligence into its offerings. A notable example is the recently launched AI-powered Inspire Design Studio within ESP+, allowing distributors to create high-quality product lifestyle images, seamlessly locate company logos, and generate original visual assets—all within the platform. This innovation demonstrates ASI’s commitment to enhancing the user experience and streamlining workflows for professionals in the promotional products industry.

As Matt Gilliland embarks on this new journey with ASI, the industry watches closely. His leadership is set to redefine how promotional products are created, marketed, and sold, with a focus on efficiency and enhanced customer engagement through advanced technology. The promotional products industry stands on the brink of transformation, and under Gilliland’s guidance, ASI is committed to leading the charge into this new era of innovation and efficiency.