AI is creating greater customer personalization, but a far more fundamental change is coming. Over the next decade, it will break down silos across organizations and give CMOs always-on access to better, deeper, and far more comprehensive information. In this episode, BCG’s Janet Balis explores how this will fundamentally change CMOs’ decision making. They will no longer focus exclusively on marketing campaigns; rather, they’ll broaden their oversight to delivering business outcomes—and they’ll do it by leading a holistic, company-wide transformation.

Learn More:

Janet Balis: https://on.bcg.com/46NNawp

BCG’s Latest Thinking on Marketing and Sales: https://on.bcg.com/4pJwe2u

BCG on the Media and Entertainment Industry: https://on.bcg.com/4mBDECp

Chapters:

00:00-02:14 The scenario: AI in marketing

02:15-03:59 How are marketing departments currently using AI?

04:00-05:36 How can AI drive personalization?

05:37-08:10 How will companies use AI to create content?

08:11-11:35 How will AI change the way the C-suite makes decisions?

11:36-13:32 Who owns the customer experience in the future?

13:33-15:15 Should the CMO lead AI transformations?

15:15-15:43 Break

15:43-19:35 How will AI change the way data is presented?

19:36-21:23 What cultural and structural changes are holding companies back?

21:24-23:06 What skills will be needed to succeed in the future?

23:07-24:47 Will companies need to rethink incentives?

24:48-26:23 What can CEOs do today to prepare?

26:24-29:49 Bill and GENE: Creating a vibe marketing campaign

29:50-30:33 Outro