The Secret to Success with AI? Building the Right Marketing Organization

10/22/24 • 47 min

Omar Rodriguez-Vilá is a professor of marketing at Emory University and a partner at MarCaps, and was previously a practitioner at Coca-Cola. He’s looked at the ways some of the best marketing organizations out there have changed their structure and habits in the wake of the AI revolution, and he has data to share. He argues that great marketing leaders in today’s environment need to both explore and exploit for strategic advantages, and other ways to change your marketing culture to see real results.

For Further Reading:

Learn more about Omar here: https://www.mmaglobal.com/speakers/omar-rodriguez-vila-phd

Is Your Marketing Organization Ready for What’s Next? (HBR): https://hbr.org/2020/11/is-your-marketing-organization-ready-for-whats-next

Omar’s Presentation at POSSIBLE 2024: Organizing for New Growth – How do You Prepare the Organization to Leverage the Potential of GenAI

https://youtu.be/Y2sOhGSO0FY?si=FlZtcXGibHeb3-0H

Listen on your favorite podcast app: https://pod.link/1715735755

For Further Reading:

Learn more about Omar here: https://www.mmaglobal.com/speakers/omar-rodriguez-vila-phd

Is Your Marketing Organization Ready for What’s Next? (HBR): https://hbr.org/2020/11/is-your-marketing-organization-ready-for-whats-next

Omar’s Presentation at POSSIBLE 2024: Organizing for New Growth – How do You Prepare the Organization to Leverage the Potential of GenAI

https://youtu.be/Y2sOhGSO0FY?si=FlZtcXGibHeb3-0H

Listen on your favorite podcast app: https://pod.link/1715735755

Previous Episode

AI Marketers, Digital Transformation, and Lessons from Starbucks Mobile Pay

Adam Brotman, co-founder and co-CEO at Forum3, an AI lab, has spent his whole career helping brands embrace technologies to lead them into the future. Now, with his co-founder Andy Sack, he’s taking what he’s learned about places like Starbucks and J. Crew and building and testing tools around artificial intelligence that can help marketers at every size organization. In this episode, he talks about their AI marketer product for SMBs, Spok, lessons he learned from getting Starbucks to embrace mobile pay, and how he thinks organizations can and should change in the coming years to become AI-first companies.

For Further Reading:

Learn more about Spok, an AI marketer product: spok.app

Learn more about Forum3:

forum3.com

Listen on your favorite podcast app: https://pod.link/1715735755

Next Episode

Truly Understanding Consumer Behavior - with the Help of AI

Jeremy Fain, CEO and Co-founder at Cognitiv, is on a mission to better predict consumer behavior with the help of artificial intelligence. The deep-learning advertising platform was founded in 2015 and has since built tools to help brands connect with their customers in a more precise way - a necessary capability for marketers now and into the future. He walks us through the use cases that are most effective for them now and what the next few years might look like.

For Further Reading:

Learn more about Jeremy: https://www.linkedin.com/in/fainjeremy/

Tech-Savvy Marketing: How to Stay Ahead of the Curve (Forbes): https://www.forbes.com/councils/forbesagencycouncil/2021/08/30/tech-savvy-marketing-how-to-stay-ahead-of-the-curve/

AI Is Giving Advertisers a Chance to Reclaim Their Brains (AdWeek):

https://www.adweek.com/sponsored/ai-is-giving-advertisers-a-chance-to-reclaim-their-brains/

Listen on your favorite podcast app: https://pod.link/1715735755