Balancing the Algorithm: How AI Is Reshaping Marketing

Where can AI have the biggest impact on business outcomes? How can you empower and encourage your employees to experiment with different use cases? What’s the potential role of agentic AI within your organization? Those are among the central questions in this episode of Where AI Works.

For this wide-ranging and comprehensive conversation, host Kartik Hosanagar sits down with Accenture’s Chief Marketing and Communications Officer, Jill Kramer, to discuss how AI is transforming marketing and how companies can adapt to these changes. Jill shares her journey from fear to embracing AI, emphasizing that curiosity and creativity are the key drivers of innovation. She also stresses the importance of “cohorts, communication, and use-cases” when upskilling and reskilling large teams, to ensure everyone is supported through the transformation. Listen to the very end and you’ll hear Jill’s most important piece of advice for any business leader who’s wrestling with the role of AI within their own organization.

Episode Highlights:

5:55 - Jill details the groundwork she did to position Accenture to be ready to take advantage of Gen AI.

12:02 - Jill explains how to empower employees to try new tools and embrace AI without leaving anyone behind.

19:14 - Jill shares her “cohorts, communication, use-cases” strategy for reskilling large