OpenAI on what every CMO needs to know about AI with BCG

Lara Balazs, CMO of Adobe, joins us to discuss what it takes to lead one of the world's most influential creative brands through a period of enormous change.From Adobe's presence at Cannes to the rapid rise of AI, Lara shares her vision for the company and why she believes technology should be used in service of creativity, rather than simply to drive efficiency. We explore why creativity matters more than ever in the age of AI, the skills Adobe looks for in marketers, and the traits that separate the most successful CMOs.Lara also shares the practical leadership principles she uses to run her team, from creating a company plan on a page and harnessing the power of repetition to prioritising progress over perfection and using the “two-way door” approach to make faster decisions.This episode is brought to you by System1. Download their creator effectiveness report here: <a href="https://system1group.com/the-creator-effectiveness-playbook">https://system1group.com/the-creator-effectiveness-playbook

For years, Mark Ritson and Byron Sharp have been two of the most influential and most opinionated voices in marketing. They've challenged each other's ideas, debated strategy, and helped shape how an entire generation of marketers thinks. Now, for the first time in more than a decade, at Cannes Lions, they sit down together to answer a simple question: what do they actually agree on? From How Brands Grow and the 95:5 rule to distinctiveness, the 4 Ps, mass marketing, luxury brands, purpose and AI, this conversation explores the fundamental marketing principles they both believe every marketer should understand. There are still plenty of disagreements (and more than a few jokes at each other's expense), but this is a rare opportunity to hear two of the industry's biggest thinkers build a shared foundation for modern marketing.

In this episode, Josh Spanier from Google and Lauren Wiener from BCG join us to discuss how AI is transforming marketing, organisations, and the role of the CMO. From navigating the AI hype cycle to building the right culture for change, they share practical advice for leaders trying to turn AI from a buzzword into a genuine competitive advantage. We also explore the future skills marketers will need, the changing role of agencies, why marketing should lead AI transformation, and where the industry is likely to be just 12 months from now.