Open Market Agency Exec Jay Friedman on the AI Plays CMOs Care About
Nov 19, 2025
Jay Friedman, an ad tech and agency executive with deep expertise in AI, discusses essential strategies for CMOs navigating the rapidly evolving landscape of advertising technology. He emphasizes the importance of understanding AI as a 'city' requiring governance and warns against AI vendors who simply repackage existing technologies. Jay advocates for educating brands on building their tech stacks, focusing on brand integrity rather than chasing flashy innovations, and highlights notable AI startups that can drive real value.
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Think Of AI As A City
- Jay frames the AI market as a city with cores like compute, governance, transit, and security.
- Buyers must evaluate where a tool sits in that city before purchasing to avoid integration gaps.
Healthcare ChatGPT Scare
- Jay recounts speaking to a healthcare leader worried about receptionists pasting patient info into ChatGPT.
- That example shows why CISOs rightly fear uncontrolled shadow AI in enterprises.
Bridge Startups To Enterprise Safely
- Expect enterprise procurement to slow startup adoption and build safe integration paths for vendors.
- Demand startups meet key security and compliance requirements or provide interim controls to get piloted safely.