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☆ CMOs need to embrace the future of ChatGPT and generative AI — leaders at IBM and Gartner share why
▼ + stars: | 2023-06-20 | by ( Michael Kaminer | ) www.businessinsider.com time to read: +2 min

To stay ahead, CMOs must embrace ChatGPT and generative AI, according to one IBM executive. Most CMOs are still figuring out the use case for generative AI, Gartner's chief of research said. This article is part of CMO Insider, a platform that explores how the role of chief marketing officer is evolving. Today's chief marketing officer will not succeed without embracing technology like ChatGPT and generative AI, according to Jonathan Adashek, chief communications officer and senior vice president of marketing and communications at IBM. Jonathan Adashek, chief communications officer and senior vice president of marketing and communications at IBM.

Persons: Jonathan Adashek, Adashek, Ewan McIntyre, McIntyre Organizations: IBM, Gartner

☆ Marketers should use research and data to help minimize backlash to social-issue campaigns
▼ + stars: | 2023-06-20 | by ( Michael Kaminer | ) www.businessinsider.com time to read: +3 min

Brands that take stand on social and political issues often face some sort of backlash. Insider spoke to two experts about how brands can use data and research to navigate these challenges. About half of American consumers think brands should take stands on social issues, according to a Gallup poll published in January 2023. "Marketing has all kinds of tools and techniques to understand consumers," Whitler said. Social issues are foremost on the minds of CMOs, but you have to understand what your brand means to your audience and where you have permission to talk about this stuff."

Persons: Bud Light, Kimberly Whitler, Whitler isn't, Whitler, Ewan McIntyre Organizations: University of Virginia's Darden School of Business

☆ The role of the CMO is changing. Here's what 6 experts had to say about marketing amid increased social awareness and new tech.
▼ + stars: | 2023-06-20 | by ( Michael Kaminer | ) www.businessinsider.com time to read: +11 min

This article is part of CMO Insider, a platform that explores how the role of chief marketing officer is evolving. High tech rules, but traditional media still matters, CMOs sayEven with the dominance of social platforms and the emergence of AI, traditional media still plays a key role for brands. "We rely on traditional media for content whose audiences are still engaging that way, whether it's out-of-home or broadcast. In hospitality, "traditional media still plays a huge role," said Accor's Schellenberger. 1 KPI is building awareness, traditional media is still the best way to do it, along with other digital media tools."

Persons: Ewan McIntyre, it's, Alex Schellenberger, Marian Lee Dicus, Kimberly Whitler, Jessica Jensen, Jensen, Colin Kaepernick, hasn't, Marian Lee, I'm, Whitler, Jonathan Adashek, IBM's, Adashek, ChatGPT, Somebody's, Schellenberger, Netflix's, Indeed's Jensen, Accor's, there's, Dicus, Charlotte, Gartner's McIntyre Organizations: Marketing, Accor, University of Virginia's Darden School of Business, Nike, Netflix, IBM, Research Locations: Paris, jobseekers, Germany

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