Revenue Makers Brave Marketing in the Age of AI
Oct 1, 2025
Bruno Bertini, Chief Marketing Officer at 8x8, shares insights on leveraging brand creativity in the AI era. He discusses the impactful 'The Power of You' campaign, which placed customers as heroes and effectively differentiated 8x8 in a competitive market. Bruno reveals how AI-enhanced production cut costs and broadened creative possibilities, leading to impressive engagement metrics. His advice for marketing teams emphasizes taking bold risks and forging genuine human connections.
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Episode notes
Brand Over Product Differentiation
- Bruno reframed marketing to build differentiation through brand and customer experience rather than product features.
- He argues product parity and rapid AI-driven feature replication make brand the sustainable differentiator.
Buyers' Peak Excitement Vs Customer Anxiety
- Bruno highlights buyer emotion: vendor excitement versus customer anxiety at purchase time.
- Recognizing that anxiety guided the Power of You campaign to honor customers' risk and courage.
Invest In Creative Production, Not Just Media
- Spend on creative production that cuts through noise rather than just on paid media amplification.
- Use AI to lower costs so you can invest in bold creative ideas that scale.