AdExchanger Making Your Brand Matter To The Models
Nov 25, 2025
In this engaging discussion, Tracy Morrissey, SVP of Media and Performance at Innocean USA, shares her journey from diverse roles in tech and advertising to leading Gen AI initiatives. She dives into how brands can shape their presence with large-language models, while emphasizing data strategies and low-risk testing. Tracy also addresses the challenges of tool fragmentation in AI, the importance of evolving content for LLMs, and how the landscape of media roles is shifting towards more integration with Gen AI, maintaining the need for human insight.
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Dog Training Taught Leadership Lessons
- Tracy Morrissey became a pseudo dog trainer during COVID after fostering a dog with behavioral issues.
- She learned leadership lessons about boundaries and anxiety that she applies to managing teams.
Nonlinear Career Paths Add Strategic Value
- Tracy prefers non-linear career moves that expose her to new challenges and perspectives.
- She uses cross-industry experience to connect technology and marketing problems creatively.
Start With Business Problems And Data
- Start GenAI projects by mapping specific business challenges before picking tools.
- Build a clear data strategy and infrastructure first because tools only perform as well as your data.