"The conference revealed a widening competitive gap - not between companies using AI versus those that aren't, but between CMOs using AI efficiency gains to fund brand building versus those using it to justify budget cuts. The former are quietly pulling ahead. The latter are wondering why their efficiency improvements aren't translating to growth. The Math That Separates Winners From Losers"
"Working with her tech partner Adobe, President Melanie Huet demonstrated how her team works with AI on everything from consumer insights to making new creative assets. In one video, she explained how they have compressed months of consumer research into days using synthetic AI personas. "The AI one is just as great, if not better," she said about the AI-generated insights. "If there's anything we want to change, we just immediately start re-prompting based on our personas.""
Marketing executives face a strategic choice about how to use AI-driven efficiency gains: reduce marketing spend or reinvest savings into brand building. AI can compress months of consumer research into days and automate creative asset production using synthetic personas, delivering substantial execution efficiencies. Cutting budgets in line with efficiency gains produces immediate cost savings but risks undermining long-term growth. Maintaining budgets and reallocating human effort toward strategic brand work leverages AI for both efficiency and sustained brand investment. Research shows higher returns when brands allocate roughly half their marketing budgets to brand building and the remainder to performance tactics.
Read at Forbes
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