Caroline Giegerich
Vice President, AI & Marketing Innovation at the IAB, offering expertise on AI readiness, governance and how mid-market teams can apply AI strategically.
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Nov 6, 2025 • 42min
AI can be a rocket ship for mid-market brands
Caroline Giegerich, VP of AI & Marketing Innovation at IAB, and Jillian Ryan, Senior Manager at Intuit Mailchimp, unpack the AI landscape for mid-market brands. They discuss the importance of AI as a force multiplier, enabling smaller teams to thrive with enhanced capabilities. Challenges like hiring and skill gaps emerge as key hurdles. Both guests emphasize the need for clean data, leadership support, and a culture of experimentation in AI adoption, encouraging marketers to start small and iterate.
