AI Marketing Transformation

#27 - AI & Marketing: Transforming Creativity in the Age of GenAI with Teresa Fusaro

Join us for an insightful conversation with Teresa Fusaro, Global Senior Director of GenAI Creativity and seasoned executive with over 15 years of experience at the intersection of marketing, technology, and AI transformation, as she shares the realities of leading creative AI transformation at a global scale across some of the world's most iconic consumer brands. Having supported Nestlé, Adidas, and Reckitt through their digital transformation journeys, Teresa brings a grounded, human-first perspective on what it truly takes to embed AI into a global organization — not just as a technology shift, but as a cultural and governance evolution. In this episode, Teresa unpacks how Reckitt built its Responsible AI Principles framework, why people and resistance to change remain the biggest obstacle in any transformation, and how a groundbreaking digital twins pilot with Google for Lysol is redefining what ethical AI-generated video looks like in advertising. Key Takeaways: * People Over Technology: The biggest barrier to AI transformation is never the tech — it's human resistance and fear of replacement. Leaders must communicate the why before pushing the how * Responsible AI as a Living Framework: Ethical principles must evolve alongside technology. Reckitt's fairness and inclusivity guidelines were revisited and adapted when AI video generation became production-ready * Digital Twins as an Ethical Solution: Rather than going fully synthetic, Reckitt pioneered a model using real, fairly compensated actors as AI-amplified avatars — setting a new industry standard for ethical AI video * Global Governance, Local Flexibility: Enterprise AI programs must have a strong global core while remaining adaptable to local regulations, consumer perceptions, and market realities * Brain Capital is the New Competitive Edge: As AI becomes universally available, what differentiates companies will be human capabilities — creativity, adaptability, complex problem solving, and resilience * Brands Taking Back Creative Control: Just as brands built in-house media teams 20 years ago, a similar revolution is underway in creative production — brands are reclaiming transparency and control over their content * The Evolving Role of Agencies: Agencies still own the big idea and the creative vision — but brands are demanding more visibility into how content is developed and which AI tools are being used Perfect for marketing leaders, creative directors, digital transformation executives, and consumer goods professionals looking to understand how to build responsible, scalable, and human-centered AI programs across global organizations. Teresa also shares her personal tech stack, highlighting tools like Notebook LM and Lovable as game-changers for productivity and presentation building, along with her go-to learning resources for staying ahead in the AI space. "AI is no longer a competitive advantage — all companies will have it in some form. The difference will lie in brain capital: how good companies are at fostering creativity, adaptability, and complex problem solving in their people." — Teresa Fusaro

#26 - AI & Blockchain Convergence: Building Trust in the Age of Intelligent Agents with Victor Madueno

Join us for a forward-thinking conversation with Victor Madueno, Senior Director at FDI Consulting and globally recognized leader in digital assets, AI, and blockchain, as he explores the powerful convergence of two transformational technologies reshaping business and society. With over 20 years of experience advising businesses, governments, and financial institutions across the Middle East and globally, Victor shares how AI and blockchain are not competing forces — they are complementary pillars of the next digital economy. In this episode, Victor breaks down how agentic AI demands a new layer of trust that blockchain uniquely provides, why most companies are adapting instead of truly transforming, and how individuals and organizations can unlock the full potential of AI by changing not just their tools — but their mindset. Key Takeaways: * AI + Blockchain = Trust: As AI agents operate autonomously and transact with digital assets, blockchain's immutable ledger provides the security and traceability layer enterprises need to operate confidently * Adaptation vs. Transformation: Most companies are fitting AI into existing operating models — a critical mistake. True transformation means redesigning workflows from scratch around AI's full capabilities * Prompting with Purpose: Heavy AI users don't treat it like Google. They build long, context-rich prompts, iterate continuously, and know exactly what outcome they're driving toward * Experience is the New Edge: Senior professionals with decades of domain expertise can elevate AI output from 80% to 99% quality — making experience more valuable than ever in an AI-first world * The $1B One-Person Company: Agentic AI is making it possible to build high-value businesses with minimal headcount, fundamentally disrupting traditional enterprise cost structures * Mindset Over Toolset: Competitiveness in the AI era comes down to the hours you invest in exploration and practice — those who put in the time will outpace those who don't * Humanity in AI: The next frontier is bringing human values, emotion, and authentic decision-making into AI systems — not just efficiency Perfect for business leaders, digital transformation executives, blockchain enthusiasts, and marketing and technology professionals looking to understand where AI is truly heading — and how to position themselves ahead of the curve. Victor also references resources including free AI courses, hands-on experimentation with Claude, Cursor, and Lovable, and the importance of building your own agents to accelerate learning. "If we look at AI and the capabilities that it has and a complete new architecture, and we try to redesign our operating models towards that as a benefit — we will start seeing way more benefits." — Victor Madueno

#25 - Dominate AI Before It Dominates You — with Lasse Rouhiainen

Lasse Rouhiainen— keynote speaker, AI advisor to companies and governments, and author of Dominate AI Before It Dominates You — breaks down exactly where most businesses are getting AI wrong and what to do instead. From the four levels of AI adoption (most companies are stuck at level one) to why small companies have a real shot at outpacing giants right now, this conversation is as practical as it gets. We also get into the geopolitics of AI, the growing inequality gap, and why the next two years will be unlike anything we've seen. If you're a leader trying to figure out where to actually start — this one's for you.

#24- How AI Is Reshaping Agencies: Building Products That Actually Work with Fergus Dyer-Smith

Join us for a thought-provoking conversation about AI transformation in the marketing and agency world with Fergus Dyer-Smith, Chief Product Officer at MSQ and CEO of M3 Labs. With a background rooted in product development, Fergus and his team build and deploy AI tools — including Assist, BrandCheck, Preflight, and Wave — for enterprise clients like WPP, Google, and Toyota. Fergus shares hard-won insights on what it actually takes to get AI working at scale inside large organisations. In this episode, Fergus reveals why agencies were the first — not the last — sector to be disrupted by AI, and what that means for the future of the industry. He discusses why 90% of AI pilots fail and how companies can flip the script, the unique advantage mid-size agencies have over holding groups, and how human relationships remain the most defensible moat in an AI-driven world. The Agency Paradox: Agencies are service-based businesses that many assumed AI would hit last — yet they are being disrupted first, creating both risk and enormous opportunity for those who move fast. The 90% Pilot Failure Rate: Most pilots fail because companies ask "how do we get AI deployed?" instead of "what problems can AI solve?" The 10% that work are now driving budget increases across the board. The Mid-Size Advantage: Large holding groups have firepower but lack agility. Mid-size agencies can move fast enough to deploy new tooling while still having the resources to compete. The Human Moat: As AI output becomes commoditised, relationships, trust, and the ability to co-evolve with clients become the true differentiators — things AI cannot replace. The Interface Question: From voice-to-text to agentic systems like OpenClaw, the very concept of how humans interact with technology is being redefined — and it could reshape entire business models. Perfect for CMOs, CTOs, agency leaders, and business executives navigating AI transformation, particularly those managing large teams through cultural and technological change. Fergus also shares his personal AI stack — including Claude, Cursor, Perplexity, Gemini, and Whisper Flow — and why staying on top of AI today means choosing a few trusted channels and committing to the pace. "Humans are fundamentally lazy — they like to pass work off onto other people. But that's actually an opportunity: yes, we want to own our data and our rails, but can you come in and build it and manage it for us?" — Fergus Dyer-Smith

#23- Building AI Capabilities In-House: Strategic Transformation with David

Join us for a thought-provoking conversation about strategic AI implementation and organizational transformation with David Vivancos, serial entrepreneur and AI advisor. With five digital startups co-founded since 1995, six published books including Artificracia, and over a decade advising 35+ global brands on AI transformation including Keenfolks, David shares hard-won insights on what actually works in enterprise AI adoption. In this episode, David reveals the critical mistakes executives make when implementing AI—from CTOs who ignore the people side of transformation to CMOs who plan too far ahead in a rapidly evolving landscape. He discusses why 90% of AI pilots fail to deliver ROI and shares his framework for successful implementation: quality data, the right partners, measuring progress in weeks not months, and building core AI capabilities in-house when it creates competitive advantage. The People Mistake: CTOs fail by not involving HR early—technology without human adoption creates friction. Successful AI transformation requires working side-by-side with employees, not just offering training courses. The Speed Paradox: CMOs plan too far ahead in a landscape where "what was science fiction two weeks ago is reality today." Small iterative tests beat long-term roadmaps in fast-moving AI markets. The 90% Pilot Failure Rate: Most pilots fail because companies treat AI as a superficial layer over legacy systems instead of addressing foundational elements first. Build vs. Buy Decision: For unique data and competitive differentiation, build in-house AI capabilities. For generic use cases, leverage hyperscalers like OpenAI and Anthropic. Execution Over Planning: Success comes from quality data, choosing the right implementation partners, measuring in weeks not months, and getting people on board before building. Perfect for CTOs, CMOs, business leaders, and executives navigating AI transformation in enterprise environments, particularly in banking, CPG, pharma, and telecom sectors. David also discusses the importance of mixing senior employee experience with AI tools, balancing in-house development with external platforms, and why successful organisations create small agile AI teams that move fast and scale effectively. "You need to see what data you send to these hyperscalers. If you send too much internal data, it's going to be tricky. There should be a mix—and if you're a big company, I fully recommend having some things in-house."— David Vivancos