VIDEO
Why HP believes the future of marketing is integration, not automation.
Horacio Miranda, SVP, Marketing Transformation Office at HP, explains why breaking down organizational silos — not just automating tasks — is what will free marketers to create better customer experiences.
Key Highlights
- The future of marketing is integration, not automation — freeing marketers to focus on customer experience.
- Real transformation requires teams to stress test ideas together before they perform.
- AI should multiply human potential, not replace it, with culture as marketing's core infrastructure.
Technology changes in cycles, and each time there's one of those transitions, there's an opportunity to do something better. I think the future of marketing is not about automation; it's about integration. Large companies like HP have large organizations, small islands of functions that sometimes don't talk to each other. I think in the future, where more of AI does the tasks, that will free up marketers’ time to create amazing experiences for customers. So, how we break through those silos and how we integrate work across teams is going to be exciting as we deliver better outcomes to our customers.
I strongly believe that you need to storm before transform, before perform. Storm is where the best work gets done, and this is teams coming inside of the organization or teams with our partners and our agencies to really stress hard how we can deliver better outcomes to our core objectives.
We need to think of AI as a multiplier of the human potential, not as a tool that replaces the human. So, I really believe culture is the core infrastructure. So, my invitation is for you to participate, engage, do not sit on the sideline because the work that you do here is really going to set up the future of marketing for many years to come.
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