Marta Frattini

When #GenAI is embedded intentionally in meetings it can elevate group thinking, sharpen decisions, and unlock deeper alignment. Harvard Business Review shares how #AI can improve team meetings from Elisa Farri and Gabriele Rosani: https://lnkd.in/e6BufZxx #DigitalTransformation

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Miro has acquired Reforge Transformations are more about people and behaviours than they are about tools. Combining Reforge, the market leading AI learning platform, with Miro, the market leading visual collaboration platform is a powerful success multiplier for AI-enabled workflows Exciting times ahead

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CMOs are increasingly being asked to do more with fewer resources. That means unlocking savings is critical to fund new growth. At BCG, we’ve found that organizations can recover 10-30% of marketing spend by addressing inefficiencies. It’s a real opportunity to reinvest where it matters most. Leading CMOs are shifting to higher-impact channels, improving operations with AI, and tightening controls, resulting in a marketing function that funds its own growth. Here’s how other teams are doing the same: https://on.bcg.com/3ZLzm2K

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It's easy to run AI pilots but hard to scale. That’s why Change & Adoption Mechanisms are a key dimension of our People Operating System: playbooks & rhythms that move orgs from small tests to enterprise‑wide impact. Train your people on digital tools, build adoption playbooks and cross‑functional champions, and keep feedback loops open.

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This case from Accenture and Uber is a brilliant reminder that real AI-powered transformation starts with data architecture. Uber unified over 100 ad-sales processes into a single Salesforce platform, built 75+ dashboards, and created the foundation for $1B in ad revenue — not just through tech, but through structured, connected data. Before we talk about generative AI in advertising, let’s talk about this: data consistency, platform unification, and operational design. That’s where the magic begins. #Advertising #DataDriven #AI #MarketingTransformation #Accenture https://lnkd.in/dZz_8YpJ

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What happens when CMOs and CEOs aren't on the same page? This article by Robert Tas (my former boss while at Pega) and McKinsey & Company explores why this happens and what Marketing's role SHOULD be in today's growth landscape. Here are a few key takeaways that stood out to me: 🔹 Ownership of the customer experience splintered across multiple roles leaving nobody truly accountable for the end-to-end customer journey. 🔹 Companies that place a single leader accountable for the customer (especially a #CMO with strategic influence) see materially stronger growth. Alignment across the CEO, CMO, and CFO drives clarity, better measurement, and shared accountability. 🔹 The modern CMO needs a general-manager mindset. That means speaking the language of finance and linking marketing efforts directly to revenue, margin, and lifetime customer value. 📌 My POV: Of course I'm biased since I'm a CMO by trade, but given today's dynamic environment (from AI to shifting buyer behaviors, etc.) customer-centric growth can’t be an aspiration; it must be operationalized. This means: ✔️ Reclaiming marketing as the custodian of the customer, not merely a tactical executor. ✔️ Embedding CMOs in strategic decisions alongside CEOs and CFOs, with shared metrics that go beyond vanity KPIs to true business outcomes. ✔️ Breaking down siloed functions so that customer experience, product, and growth engines speak the same language. When marketing is positioned as a strategic growth driver rather than a cost center, organizations unlock alignment and performance which ultimately benefit both customers and the bottom line. ➡️ Definitely worth a read for anyone thinking about how the C-suite can actually work as one team rather than a collection of silos. https://lnkd.in/eYMDyaii #CMOStrategy #MarketingLeadership #ExecutiveAlignment #GoToMarketStrategy #RevenueLeadership #GrowthExecution #B2BGrowth

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EY State of Consumer Products 2025 Report is Live! What do 25,000+ consumers and 500+ global consumer products executives have in common? They’re all shaping the future of retail—and we’ve captured their voices. The 2025 edition of EY’s flagship report reveals how consumer products companies can reclaim relevance in a world of shifting loyalty, rising expectations, and relentless disruption. Inside the report: 1. What’s driving the new value equation for consumers 2. How leading brands are rethinking innovation, pricing, and personalization 3. Why operational agility and sustainability are now non-negotiable This is more than a trend report—it’s a strategic blueprint for retail and CPG leaders navigating a complex, high-stakes landscape. Read the full report: https://lnkd.in/gU-ANyER #EYConsumerProducts #RetailLeadership #FutureOfCPG #ConsumerTrends2025 #RetailInnovation #SustainabilityInRetail #DigitalTransformation #CPGStrategy #EYInsights #ReclaimRelevance

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"Growing optimism about GenAI’s future impact is fueling new marketing investments that prioritize growth and not only efficiencies, according to BCG’s annual global survey of 200 CMOs. To support this strategic shift from experimentation to scaling, CMOs now need to focus on measurement, talent, and the implementation of end-to-end processes. ✅ Shifting strategic focus. By implementing processes for rapid scaling, CMOs can prioritize investments that will unlock growth in the next tier of use cases in areas such as content, personalization, and agents. ✅ Enhancing measurement. Increased scrutiny on performance and ROI will require CMOs to reinforce the strong measurement foundation they have built over the last few years. ✅ Upskilling in-house talent. A shortage of GenAI talent means that upskilling existing teams is now an imperative. CMOs are working with IT business teams on new AI guidelines and are deploying a range of creative options to train teams. https://lnkd.in/d6fMNDnR

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#MarcBenioff, CEO of #Salesforce, discusses the transformative #FutureOffAI and its impact on businesses. Learn how companies like Lennar, Disney, and VF Corp are leveraging #AI to improve customer service, streamline operations, and enhance sales. Benioff emphasizes the importance of trust, accuracy, and human oversight in AI systems. #DigitalWorkforce #AIAgents #DigitalLaborTransformation #EthicalAILeadership #ChiefExecutive

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The Rise of the Agentic Enterprise Begins Our new Agentic Enterprise Index—powered by Salesforce platform data—offers the first look at how companies are using AI agents and the value they’re unlocking A few highlights that stood out to me: 1. Travel & hospitality, retail, and financial services are leading in adoption. 2. In retail, AI and agent actions grew at an average 128% per month in the first half of 2025. 3. Consumers who regularly interact with AI agents in retail are 200% more likely to say their retail experiences have improved. This is critical since poor customer service is the worst experience a shopper can have with a retailer. AI agents are already helping turn that around. Dive into the full report here: https://lnkd.in/gPnwKNtJ

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The rules of #engagement are changing ✔️ Key Findings from Accenture's Consumer (US)Pulse Survey 2025 👉72% of consumers use #AI tools regularly, with 36% considering AI «A GOOD FRIEND»🤔 👉94% of active users would ask AI for help with personal goals, and 87% for relationship or social advice 👉1 in 2 people have used AI to make a purchasing decision, with 9% trusting AI as their primary source of #information 👉18% of people rely on AI for purchase recommendations, beating #socialmedia & friends/family 👉75% of #consumers are open to using an AI personal #shopper that understands their needs Let’s put apart the needed discussion about «AI a good friend »for the moment, What's this mean for #brands & #marketers❓ As AI becomes our « trusted friend « & « decision-maker », brands need to focus on building #emotional connections with consumers through AI. It's no longer just about #efficiency, but about creating personalized #experiences that make customers feel special. #Personalization #CustomerExperience #MarketingStrategy #FutureOfMarketing The study is worth reading 👇 Eva-Maria Strobel Monika Schulze 🌿 Terence Mauri Luisa Baltazar Luis Allo Elisabetta Borghi Ines Imdahl Bertrand Blancheton 🚀 Michael Wade https://lnkd.in/dSeAqbMH

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Quick video (Harvard Business Review the one on IG is better) highlighting the crux of the AI impact on jobs debate. While Dan Schulman’s view is pragmatic and honest, Brad Smith is leadership-driven, inspiring and equally within reach. Where I think the difference lies is our willingness to intentionally select and invest in the future we want for ourselves. I.e. If we let machines do the work for us (sit back, do nothing), or use machines to improve how we do the work (which requires effort)…. So our choice. So curious what others are seeing/experiencing that tip the predictions one way or the other. https://lnkd.in/eEXtduAH

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A new global BCG study shows that only 5% of companies are truly succeeding with AI. Read the study: https://lnkd.in/gJixhFk6 Those 'future-built' firms are achieving revenue gains and cost savings that are up to five and three times higher than those of other companies, respectively. What is their secret? They’re not just using AI to automate tasks; they’re rebuilding how their business operates with the help of agentic AI, which works like digital employees. The result is faster growth, smarter workflows and an ever-widening gap between the few leaders and the many laggers. The message is clear: move now or risk being left behind.

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AI solves for speed, but can it help with what really matters? Capgemini clarifies what we already knew. GenAI is turning data into instant insights, optimizing campaigns in hours, and personalizing to micro-audiences at scale. https://lnkd.in/eWcMYpVk That means speed is no longer your differentiator. MEANING is. At StrawberryFrog, we use AI for the heavy lifting: precision, scale, and speed. So our people can focus on what machines can’t: emotion, culture, and brand movements that last. AI won’t kill creativity. But it will expose brands with nothing to say. What are your thoughts? How can we help you say the right things?! #AI #Marketing #BrandStrategy #Creativity #GenerativeAI

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