Brand as a Counterweight to the Algorithm
Brad Audet on where Mazda already uses AI, why he thinks brand matters more in this era than ever, and the industry standards he believes are missing.
Publication Type: <span>Interview</span>
For Me, For Us, For Our Customers
Dave Edelman sets out three levels at which companies use artificial intelligence, argues that only the third creates value, and says what stops most marketing organizations getting there.
No Silver Bullets: Ten Years of AI Before Generative AI
Sean Summers on why MercadoLibre is in no hurry with generative AI, how it took media planning away from the black boxes, and what marketing has to prove to keep its seat.
Everybody Is Talking About It, Not Many Are Doing It
Chipotle’s chief marketing officer on why he refuses to chase artificial intelligence for its own sake, where it is already earning its place, and what he wants to see proved.
Where 7-Eleven Puts Generative AI to Work
Marissa Jarratt describes the three places generative AI has entered her marketing function, and the budget question she cannot yet answer.
Everyone Is a Little Tired of the Word AI
Renata Ferraiolo Pereira on doing the bare minimum with AI on purpose, why legal is the brake, and why she thinks marketers will be slower to adopt it than other functions.
Not Moon Shots: Putting AI to Work in a Regulated Business
Gail Horwood of Novartis explains why she started by getting everyone using the tools rather than building an AI office, and what marketing use cases came out of it.
Jiunn Shih on AI as an Amplifier
A marketing leader at Zespri on rebuilding demand spaces with AI, testing generated assets, and why he does not think the fundamentals of marketing change.
Sixty-One Pilots, and the Case for Systemic Change
Antonio Lucio on separating AI from generative AI, why he shut down a portfolio of marketing pilots, and the argument that work itself is the problem AI is measured against.
Johan Hallin on AI, Stores and Staying Distinct
A Lindex leader describes an in-store copilot, AI in design, and why he thinks brand distinctiveness gets harder as everyone uses the same tools.