Business of Story #541: How CMOs Turn AI Marketing Chaos into Credible Brand Storytelling With Joeri Billast
Nov 10, 2025
Joeri Billast, an international marketing strategist and author of 'The Future CMO,' joins to explore how CMOs can harness AI to tell compelling brand stories. He emphasizes the importance of a narrative-first approach over AI-first tactics and shares strategies to prevent fragmented AI efforts. Joeri discusses the significance of defining KPIs for CMOs to secure their place in the boardroom and introduces his innovative tree of beliefs framework for clear messaging. Listeners will gain practical tips for integrating AI seamlessly into marketing workflows.
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Episode notes
Narrative First, AI Amplifies
- Narrative should come before technology; AI amplifies story, it doesn't replace it.
- Joeri Billast stresses brands must be narrative-first to avoid creating more noise with AI.
Start With One AI Use Case
- Pick one AI use case to start and focus on it before expanding to others.
- Joeri advises step-by-step adoption to avoid overwhelm and increase effectiveness.
Unify AI Experiments Companywide
- Create a cross-functional team to share experiments and define company-wide best practices.
- Encourage departments to communicate and centralize learnings to avoid siloed AI efforts.
