AI is Now Part of Your Team

Jun 17, 2025

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This episode features an interview with Chris Bontempo, CMO, Johnson Controls, a 140 year old company that is a global leader in smart, healthy and sustainable buildings.

Chris spent nearly 19 years at IBM, eventually serving as CMO of IBM Americas before moving to Johnson Controls. He shares his perspective on website content being scraped by LLMs, how they’re using AI to reduce ad spend, and which types of content are resonating most with prospects.

Key Takeaways:

Websites need to be designed to be scraped by LLMs. All CMOs are trying to figure this out right now.
CMOs need to consider AI part of their teams “to supplement the labor that [they] have and give people superpowers to do their jobs better”.
CMOs need to be hands-on-keys, using, learning and leveraging new tools themselves, in order to be able to lead well.

Quote:

"As a CMO, you need to consider AI as part of your team, right? So the tools that we're using that all have AI baked into them, the how AI is going to streamline your process. AI is part of your team to supplement the labor that you have and give people superpowers to do their jobs better and at huge scale without taking on a huge amount of expense."

Episode Timestamps:

*(06:02) The Trust Tree: No daylight between sales and marketing

*(15:04) The Playbook: Designing the website to be scraped by AI

*(42:12) The Dust Up : There’s always a kernel of truth to both sides

*(46:08) Quick Hits: Chris’s quick hits

Sponsor:

Pipeline Visionaries is brought to you by Qualified.com. Qualified helps you turn your website into a pipeline generation machine with PipelineAI. Engage and convert your most valuable website visitors with live chat, chatbots, meeting scheduling, intent data, and Piper, your AI SDR. Visit Qualified.com to learn more.

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