We interviewed 3 CMOs & CEOs on how to win in the age of AI. Here’s their advice.

Prefer to listen? Check out the Modern Marketers podcast for more. [THE INTERSECTION OF MARKETING INSIGHTS AND VIDEO CULTURE] [YouTube Re:View] How AI is redefining the fundamentals of marketing TLDR: The rapidly changing landscape demands an evolved, AI-powered approach to marketing - It’s not AI versus marketer. Together, they will help brands push the boundaries of what’s possible - Experimentation is no longer optional - An always-on approach allows brands to create moments of connection throughout the entire consumer journey [Conversations with Industry Leaders] T H E I N S I G H T S CMO Perspective: What today’s marketing leaders need to know We’re at the forefront of digital transformation: the acceleration of AI, proliferation of media channels, and so much more. To help brands make the most of this moment and meet consumers where they are, we created the [Modern Marketers podcast](), where we sit down with top CMOs and game-changing creatives to hear how they’re tackling the current marketing era. Here, we share three industry leaders’ biggest learnings so far. Marketing’s AI revolution requires a human touch “People that I've been talking to have been describing AI…as a thought partner to collaborate, to help refine your work, to go that last mile,” shared Canva CMO, Zach Kitschke. From multiplying your creativity to supercharging your media, the application of AI is endless. However, [as Kitschke alludes, marketing has been and continues to be a human-centered discipline](). AI is a growth enabler that allows marketers to match the speed of today’s consumers, but it’s human-powered creativity and strategic decision-making that breaks through with viewers. As the industry looks ahead to the possibilities of AI, it’s no longer human versus AI; it’s the combination of both that will take brands to the next level. [Human touch + AI] Protecting the 30% is no longer optional Experimentation is a tried-and-true tenet of modern marketing, and thanks to the AI era, marketers are able to test, learn, and pivot quicker than ever before. Brigitte King, Global Chief Digital Officer at Colgate-Palmolive, is [adamant about fostering a test-and-learn culture]() on her team – even advising leaders to “protect the 30%”, which are investments dedicated toward experimentation. “The team valiantly works on their budgets to make sure they have room to experiment and try things that may not always work out. As a leader, I have to respect that.” At Google, we take a similar approach. Our media team, led by our podcast host and Marketing VP Joshua Spanier, dedicates a portion of our marketing efforts toward experimentation as they’ve found a consistent commitment to testing and activating on results significantly improves ROI. Don’t go dark Relevance and authenticity deeply resonate with viewers. As such, brands are moving away from episodic bursts of marketing to an always-on strategy, especially as AI-powered ads allow for greater ease, scale, and performance. Not only does an evergreen approach help foster brand loyalty and increase moments of connections, but it also helps brands understand what’s working. To [make data-driven optimizations](), Choreograph CEO, Evan Hanlon, ensures consistent messages are in-market so that his team can quickly understand and smartly adapt to consumers’ changing needs and preferences. The fundamentals of marketing are evolving, but the future is optimistic and exciting. And best of all, we haven’t scratched the surface of how technology will enable the industry’s most creative and strategic minds. To hear how their brands are leveraging AI to drive tangible impact and keep up with today’s dynamic landscape, check out our Modern Marketers podcast below. [LISTEN NOW]() How was this edition? [Smile_terrible.png]() [Smile_bad.png]() [Smile_neutral (1).png]() [Smile_good.png]() [Smile_excellent.png]() Terrible Bad Neutral Good Excellent Has this been forwarded to you? [SUBSCRIBE TO RE:VIEW]() Stay connected [YouTube]() [X]() [LinkedIn]() Listen to our podcast [Apple Podcasts]() [YouTube]() [Spotify]() This email was sent to {EMAIL} because you indicated that you are willing to receive occasional YouTube product-related emails. If you do not wish to receive such emails in the future, you may [unsubscribe here](/MTcyLUdPUC04MTEAAAGVw4Y_rv9p1TcYrVe_Hnp8m0MvDzTR0Di-GIv5TM_94mKeC4qAroCmXD__boN1O8T8YZTYE2E=). © 2024 Google LLC, d/b/a YouTube, 901 Cherry Ave, San Bruno, CA 94066