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VIDEO
How AI agents are reshaping the CMO’s job.
Lenovo CMO Emily Ketchen says brands now need to be discovered by AI agents first — but it’s on every CMO to inspire their team to bring the emotion and storytelling only people can add. Watch her full perspective.
Key Highlights
- Brands matter more than ever, especially when marketing to AI agents.
- As AI takes on more, the CMO’s job grows too.
- AI expands collaboration and serves as a canvas for marketing creativity.
Video transcript
Brand is more important than ever. Today, customers are coming in and being surrounded by LLMs and search methodologies that are incredibly different than they used to be. Brands have to be able to stand out in a sea of agents. Today we're taking a turn. We're marketing to agents. So I think that those who crack the code on how best to be discovered in this world are the ones who will be the most successful in the future.
When I think about the role of a Chief Marketing officer today, we are really responsible for thinking about how to inspire teams to be able to lean into brand new technologies, to bring to life what those mean for customers. So the role is ever changing. CMOs need to be reminded on occasion that the real job is chief growth officer. So when I think about collaboration, it is fundamental to great work. But I think the thing that is most relevant to the change in collaboration is speed. Those who collaborate best are the ones, I think, who will have the best opportunities in the future.
Now, at the same time, AI cannot replace humanity. It cannot replace creativity, emotion, love all the things that are great ingredients for storytelling. But it can be a canvas for inspiration in those areas. And I think that's where you'll see those two worlds come together and prove to be very, very fruitful for brands who know how to use it and who know how to lean in.
When I think about the role of a Chief Marketing officer today, we are really responsible for thinking about how to inspire teams to be able to lean into brand new technologies, to bring to life what those mean for customers. So the role is ever changing. CMOs need to be reminded on occasion that the real job is chief growth officer. So when I think about collaboration, it is fundamental to great work. But I think the thing that is most relevant to the change in collaboration is speed. Those who collaborate best are the ones, I think, who will have the best opportunities in the future.
Now, at the same time, AI cannot replace humanity. It cannot replace creativity, emotion, love all the things that are great ingredients for storytelling. But it can be a canvas for inspiration in those areas. And I think that's where you'll see those two worlds come together and prove to be very, very fruitful for brands who know how to use it and who know how to lean in.
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title
AI agents are reshaping the CMO’s job.
CardDescription
Lenovo's CMO explains why marketing to AI agents is now core to the job, and where human judgment still leads.
cardDate
2026-08-13
cardImage
primaryTag
caas:content-type/demos-and-videos
Tags
caas:content-type/demos-and-videos, caas:topic/thought-leadership, caas:industry/high-tech