So, if there's one skill that CMOs need

to have in the future, it's curiosity.

I don't think we have all the answers,

and no CMO does.

But, the curious CMO will find them.

>> [music]

>> They're setting up teams of AI wizards

who are testing and learning the new

tools and

>> [music]

>> constantly moving forward the way they

do marketing. And then they take the

best of those experiments and scale them

quickly.

I think that spirit of curiosity will

have to start at the top, but also

permeate the entire marketing

organization [music]

of the future. So, this year at Cannes,

CMOs are really feeling in the hot seat.

For the first time ever, more than half

of CMOs told us in our annual CMO survey

that they're in the driver's seat of

their own AI transformation. That means

they're making the decisions on the AI

investments in the marketing function.

But, with great power comes great

responsibility. They actually have to

deliver on the ROI and the results now.

So, in Cannes, they're looking to have

the real conversations. They're looking

to dig into what works and what doesn't,

and how [music] they can close the gap

between a transformation illusion and

transformation reality. So, a great

example of how a generative marketing is

playing out is in the beauty industry.

Beauty brands are investing in new

[music] tools and new approaches, not

just in content creation, but in

insights generation, how [music] they

write briefs, then they how they create

the content, and how they optimize and

activate [music] that content.

So, what it means for marketers is a

much more strategic process, where they

get [music] to spend time not on the

manual work, but on the joy of creating

great campaigns with strategic

targeting, [music]

with better ideas and better back and

forth with the agencies spent on the

creative [music] process.

And for customers, that means much

sharper targeting of what the brand

stands for, much easier discovery

including in the LLMs and on the

websites and

>> [music]

>> ads of brands themselves, so they can

find the products they love more easily.

Brands are having to build an entirely

new capability around discoverability in

LLMs.

And they're setting up new teams around

AEO and GEO to do that. That means they

have to rethink their entire content

strategy, not just on their own website,

but also around the entire internet.

Because LLMs at the end of the day look

at the brand in all the places that they

show up, not just to consumers, but also

in a way that a machine can read.

Now, I think strategic brands are not

just trying to

optimize their content. They're actually

thinking about what part of the journey

customers should have in the LLMs, how

they provide the best information, the

best context for [music] that, where

they even think about advertising

directly inside the LLMs, and then where

they want to own that conversation

themselves in their own channels.

In the age of agent of commerce, brands

have to develop a strategic capability

around how they want to be discovered,

have conversations with customers, and

then actually transact with customers

inside and outside of LLMs. They're

setting up AEO teams that curate content

across the internet and their own

websites so that LLMs can help customers

discover them, but then they're making

strategic choices on where they want to

continue that conversation inside the

LLMs versus directed to their own

websites and channels they directly

control. These are some of the most

strategic choices brands are making now

for the future.