Glossy, Digiday and Modern Retail’s AI Marketing Strategies event, held on Wednesday, convened marketing leaders, who discussed how they’re using AI in meaningful ways. Speakers explored how large‐language models, predictive analytics and automation are enabling them to do more with less, whether that’s accelerating creative production, enabling deeper personalization or surfacing previously hidden customer insights.
The speakers answered: how marketers can build “agentic” ecosystems where AI acts proactively, how to balance efficiency with brand stewardship, and where the risks of AI still outweigh the rewards.
Watch all of the event’s speaker sessions below.
The next era of marketing: Data-driven customer journeys
Today, thanks to predictive analytics and machine learning, for example, marketers can cater to individual consumers’ preferences, motivations and behavior, while also factoring in broader trends. In this session, Emily Ketchen, CMO of Lenovo, explained how the result is an ultra-personalized customer experience that pays off.
Leveraging AI to empower data-driven marketing decisions
Marketers are increasingly using data to make data-informed decisions with greater efficiency and accuracy. In this session, Holly Berrigan, CEO of non-alcoholic wine brand Boisson, discussed the innovative ways the company is making strategic use of a wealth of data to fine-tune its marketing strategies and achieve next-level results.
How Beekman 1802 used chat tools to streamline the creative process
At the beauty brand Beekman 1802, AI is regarded as a powerful resource and is empowering team members to do more with less. For example, to inform its marketing, the company recently used AI chat tools to identify top beauty shopper personas and what’s motivating their purchases. In this session, chief digital officer David Baker shared how the brand is using AI to produce more, better content and how corporate social responsibility is factored into its AI use.
Leveraging AI for content production: The opportunities and limitations
Using AI to create brand imagery and videos can accelerate the speed of production, lower production costs and multiply the number of creatives at a brand’s disposal — but there are factors to consider, including the importance of human touch. In this session, Maesa’s chief brand officer and marketing officer, Oshiya Savur, broke down why the beauty incubator has especially leaned into AI-driven content for its fragrance brand Fine’ry and what its team has come to regard as the dos and don’ts of AI marketing.
