With over two decades of global experience spanning music, television, gaming, and advertising, John Acunto has built a reputation as a leader who can spot what’s next, often before the market itself does. Recognized for turning companies around, opening new revenue streams, and guiding businesses to leadership positions, he now steers Napster with the same challenger spirit that defined its early years.

Today, that vision is firmly AI-first. For Acunto, being CEO of an iconic brand like Napster is not just about managing the present, it’s about preparing for what’s coming decades ahead.  

"One of the most energizing aspects of being CEO of Napster is the ability and responsibility to live in tomorrow, we don’t just ask ‘what’s next?’ but ‘how does this play out over the next 20–30 years?’ And the answer to that question inevitably requires us to look at the impacts of AI on the future of media and commerce.”

The Internet Needs Reinvention

The challenges facing today’s digital businesses are stark. eCommerce conversion rates average just 2.5%, user journeys are riddled with friction, websites feel static and impersonal, far removed from the dynamic engagement consumers expect from real-world interactions.

That gap is precisely where Napster Spaces comes in.

“Today’s websites leave too much on the table,” Acunto says. “What consumers want is the equivalent of the best in-store sales associate: someone who knows their needs, makes relevant suggestions, and helps them discover new products. Most businesses simply don’t have that online. We’re here to change it.”

Napster Spaces introduces Companions—conversational, video-based AI agents that make websites feel alive. Built with no-code simplicity and integrations like Shopify, the platform empowers even small businesses to offer immersive, personalized interactions on scale.

“We’re not just engaging audiences,” Acunto adds. “We’re removing friction, driving sales, and giving businesses insights they’ve never had before.”

From Music Disruptor to AI Challenger

Napster’s history as a disruptor continues to shape its strategy. Two decades ago, the brand changed how the world consumed music. Today, it is challenging the conventions of digital engagement.

“That challenger spirit has always been part of our identity; you need grit to build what doesn’t exist yet. You need to be okay with failure and iteration. That’s the DNA Napster carries forward into our AI-first mission.”

Why Microsoft Azure Is the Backbone of Napster's AI Vision

Partnerships are critical to bringing this vision to life. Napster works closely with Microsoft, leveraging Azure OpenAI for real-time, large-scale processing. The infrastructure supports Napster’s AI companions with low latency, predictable capacity, and privacy by design.

“Azure allows us to scale on demand, while also ensuring customer prompts and outputs remain private and in-region. Combined with Microsoft’s safety features and global co-sell programs, our customers can move quickly on infrastructure they already trust.”

Owning the Customer Relationship Matters More Than Ever

For John Acunto, the most important distinction of Napster’s work lies in data ownership.

“Most businesses feel beholden to large tech intermediaries that limit their view of the customer,” he explains. “We believe owning the customer relationship, and the data that comes with it, is existential. Without it, you’re building on borrowed ground.”

Napster’s dashboards turn engagement into actionable insights, giving businesses a direct, unfiltered view of their customers. For small businesses and creators especially, this ownership is a lifeline: it ensures that value stays with those who create it.

Napster's Future: The Challenger Mindset Will Not Change

The pace of AI innovation makes long-term predictions difficult, but Napster’s direction is clear.

“We’re investing heavily in AI to ensure our customers are ready for the internet’s next act.”  Acunto concludes. “What will not change is our challenger mindset, making bold decisions, empowering businesses to own their data, and creating immersive, personalized experiences that consumers love. That’s how Napster stays true to its legacy while leading in a new era.”