00:00So if there's one skill that CMOs need to have in the future,
00:04it's curiosity.
00:06I don't think we have all the answers.
00:08And no CMO does.
00:11But the curious CMO will find them.
00:18They're setting up teams of AI wizards who
00:22are testing and learning the new tools
00:24and constantly moving forward the way they do marketing.
00:29And then they take the best of those experiments
00:32and scale them quickly.
00:33I think that spirit of curiosity will
00:36have to start at the top but also permeate the entire marketing
00:39organization of the future.
00:41So this year at Cannes, CMOs are really
00:44feeling in the hot seat.
00:46For the first time ever, more than half of CMOs
00:50told us in our annual CMO survey that they're
00:52in the driver's seat of their own AI transformation.
00:56That means they're making the decisions
00:58on the AI investments in the marketing function.
01:01But with great power comes great responsibility.
01:04They actually have to deliver on the ROI and the results now.
01:08So in Cannes, they're looking to have the real conversations.
01:12They're looking to dig into what works and what doesn't.
01:15And how they can close the gap between a transformation illusion
01:19and transformation reality.
01:21So a great example of how agentech marketing is playing out
01:25is in the beauty industry.
01:27Beauty brands are investing in new tools and new approaches,
01:31not just in content creation, but in insights generation,
01:35how they write briefs, then how they create the content,
01:39and how they optimize and activate that content.
01:42So what it means for marketers is a much more strategic process
01:47where they get to spend time not on the manual work,
01:50but on the joy of creating great campaigns with strategic targeting,
01:54with better ideas, and better back and forth with the agencies
01:58spent on the creative process.
02:00And for customers, that means much sharper targeting
02:03of what the brand stands for, much easier discovery,
02:07including in the LLMs and on the websites and ads of brands themselves,
02:13so they can find the products they love more easily.
02:17Brands are having to build an entirely new capability
02:20around discoverability in LLMs.
02:23And they're setting up new teams around AEO and GEO to do that.
02:28That means they have to rethink their entire content strategy,
02:33not just on their own website, but also around the entire internet.
02:37Because LLMs, at the end of the day, look at the brand
02:40in all the places that they show up, not just to consumers,
02:44but also in a way that a machine can move.
02:47Now, I think strategic brands are not just trying to optimize their content.
02:54They're actually thinking about what part of the journey
02:57customers should have in the LLMs, how they provide the best information,
03:03the best context for that, where they even think about advertising
03:07directly inside the LLMs, and then where they want to own
03:10that conversation themselves and their own channels.
03:13In the age of agentic commerce, brands have to develop a strategic capability
03:18around how they want to be discovered, have conversations with customers,
03:23and then actually transact with customers inside and outside of LLMs.
03:28They're setting up AEO teams that curate content across the internet
03:32and their own websites so that LLMs can help customers discover them.
03:36But then they're making strategic choices on where they want to continue
03:40that conversation inside the LLMs versus direct it to their own websites
03:45and channels they directly control.
03:48These are some of the most strategic choices brands are making now for the future.
03:52And, we'll see you later.
03:52We'll be back in the next video.
03:52We'll see you later.
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