CMO Carla Hassan shares how JPMorgan Chase is leaning into AI for business growth

Insider

CMO Carla Hassan shares how JPMorgan Chase is leaning into AI for business growth.

Transcript

00:00Marketing's role is to drive business growth.

00:08We can't have a conversation around marketing without talking about AI.

00:12It's certainly pervasive in all of the conversations that we're having.

00:15But we've been surprised by a few other things, namely connection, human connection,

00:21people wanting to be together.

00:23And what we started to see, particularly in our experiences,

00:26is that people are really craving getting together.

00:29And then we can amplify it digitally.

00:31We can amplify it in many other ways.

00:33For example, we actually launched something a year ago

00:36where if you were a Chase Sapphire card member,

00:39you actually had exclusive access to Madison Square Garden down at the floor level.

00:45You could have a great dinner.

00:47You could shoot some hoops.

00:48And so for those people that were fans, what an incredible money can't buy experience.

00:53We didn't actually even really market it.

00:55And people found out about it and were connecting with us and saying,

00:58how do I do this?

00:59How do I be a part of this?

01:00And so you can see how gathering people together in this digital age

01:05was really, really important for people.

01:07We have so many other examples of that.

01:09So for me, it's really an and.

01:11It's a combination of the two together that we're starting to see

01:14that really impacts the business.

01:16AI is one of the most important conversations that we are all having as marketers.

01:20And that's certainly true for us at JPMorgan Chase.

01:23And I think what's important is a couple of things.

01:26One is making sure that we have a framework that prioritizes the work that we have to do as a team.

01:32Two is making sure we put the governance around it so we can continue to drive safety and trust,

01:37which for us is at the top of the list.

01:40And then three is the change management.

01:42And when we think about the first one, for example, there are a few priorities for us,

01:47whether it's in content, workflow tools, personalization, or business intelligence and insights.

01:53We see opportunity to drive not just efficiency, but real business growth using AI.

01:58And we've got a couple of really great examples that are allowing us to continue to lean forward.

02:03But it's interesting to note that on some of those things, we're leaning back.

02:07We're not going to be the first to market.

02:09And that's OK.

02:09We don't always have to be the first.

02:12Where it makes sense for us, where we think that it is safe,

02:16and where we can drive brand trust and continue to drive brand trust,

02:19we will lean in.

02:20And we've seen that in many ways.

02:24Our teams, we have to drive visibility for them.

02:27We have to help them understand what can be done.

02:30What is the vision?

02:32How can their lives change for the better?

02:34How can it be more meaningful to them?

02:35And then really help them understand the role that they play,

02:39how their job is going to change, how it's not going to change,

02:43where it's going to change.

02:44And I think we don't talk enough about the massive change management

02:47that's going to be needed to upskill our people,

02:50to have a cultural conversation,

02:52to move at the speed of culture as it relates to AI.

02:55I believe as a marketer,

02:57there's no way you're going to be able to impact change

02:59without actually getting your hands dirty in it.

03:02Hands on keyboards.

03:03And so when I think about, for example,

03:05I get people laugh a lot at me because I'm on TikTok

03:09and I do those silly dances

03:11and I do those candy reviews with my daughter.

03:15And I do that mostly because I want to learn about the platform.

03:18To me, AI is no different.

03:20And so at work, we have a proprietary tool called LLM Suite

03:24that we use internally.

03:26I use it all the time.

03:27I use it to look at emails that are long

03:30and summarize them so that I can very quickly

03:33get a sense of what those emails say

03:35and get up to speed quickly and move on to the next thing.

03:39I'm even using them right now to build decks.

03:42Something as easy as, you know, I've got a presentation.

03:46It's not even an internal presentation.

03:48I've got an external presentation to a group of students.

03:50I want to talk to them about the latest trends in marketing.

03:52What should I say?

03:54And what that does is literally in about three minutes,

03:57I get a presentation that I can spend 30 minutes editing

04:01as opposed to three days building.

04:05And so for me, I use it in my day to day.

04:07I use it personally as well.

04:09But certainly from a professional standpoint,

04:11I would encourage everybody go in hands on deck,

04:15be curious and actually start to play in it.

04:18So, you know, call your potential partners

04:20and say to them, I want to learn.

04:23So give me a one-on-one, come into my office,

04:26let me understand, give me access to the platform

04:28so I can play, do it in an environment that's safe

04:30and obviously not going to impact the business

04:33just so you can learn.

04:34But I don't think we can understand truly

04:37how these technologies impact our business

04:39unless we are experimenting in them ourselves.

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