The Digiday Podcast Kimberly-Clark’s Patricia Corsi on the AI hype, Cannes jargon
Jun 16, 2025
Patricia Corsi, the Chief Growth Officer at Kimberly-Clark, shares her insights on navigating the buzz of AI at Cannes Lions 2025. With a background at Bayer, she emphasizes the importance of cutting through the hype to focus on impactful marketing. Corsi discusses innovative strategies for brand messaging, particularly for Kimberly-Clark's adult care brand Poise, and reflects on the festival's evolution as a business hub for creativity and collaboration. Her perspectives on networking and the transformative role of AI in marketing are particularly engaging.
AI Snips
Chapters
Transcript
Episode notes
Cannes Lions Evolving into Business Hub
- Cannes Lions is evolving from a party-focused festival to a serious business meeting hub.
- Patricia Corsi values the evolution where creativity is central to growth strategies.
Focus on Real Problems & Partnerships
- Focus on solving real problems that matter to customers to truly win in the marketplace.
- Build deep partnerships, not vendor relationships, for sustained growth impact.
Balanced View on AI's Role
- Avoid fear-mongering narratives around AI; treat it as a tool to enhance creativity and efficiency.
- Use AI to elevate creative work, not just to tweak it incrementally.