In a circle of gold-upholstered armchairs arranged in a haphazard circle in a roped-off part of the Rosen Shingle Creek golf resort in Orlando, Florida, on Monday, a group of 12 marketing leaders came together to set key growth targets and priorities for their industry in the coming year.
This year, all eyes were on artificial intelligence.
The executives, which included Shenan Reed, global chief media officer at General Motors, Douwe Bergsma, CMO at Piedmont Healthcare, Kaydee Marcinek, CMO at insurance firm FM, and Paul Coxhill, COO at Lions, spelled out a vision for a marketing sector integrating AI enthusiastically—to ward off job loss, enhance productivity, and drive better business outcomes.