VIDEO
Best Buy is retraining marketers to influence AI systems, not just customers.
Milena Krasteva, VP Product Management, Advertising Technology at Best Buy, explains why AI has become an active participant in customer decision-making — and why marketers must now learn to influence the AI systems guiding customers, not just the customers themselves. Watch the full Best Buy conversation.
Key Highlights
- AI now shapes consideration before a human engages.
- Marketing teams must redesign ways of working to influence the AI systems influencing customers.
- Comprehensive change management is necessary, but it’s difficult when the next AI change is around the corner.
AI is actively reshaping how marketing works today. This is not gradual. It's not an evolution. It's rapid acceleration in how customers discover, evaluate, and decide. AI is no longer just a tool; it's an active participant in decision-making. In many cases, AI is shaping consideration before a human even engages.
The challenge is no longer just how do we influence customers? It is now, also, how do we influence the systems influencing them? AI is transformational and disruptive, and as we introduce new systems and automation, we need to redesign ways of working and bring the teams along. As velocity of change is only increasing, it is also harder to orchestrate comprehensive change management programs that let people settle into the change, because the next change is already in development and just around the corner. The teams that learn to influence both humans and systems guiding those humans will define the future of marketing.
Discovery today happens everywhere, and our focus is to ensure we show up consistently and meaningfully, no matter where customers are at. Our sweet spot is bringing technology to life by helping customers see what's possible, so they can create better experiences, move faster, and make life easier.
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