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<v ->Jessica, welcome.</v>

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Do you think that GenAI

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will fundamentally change the role of marketers?

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<v ->Oh yeah. And it's doing so already, actually.</v>

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I think it has three major disruptions for marketers.

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One, is rethinking everything that is Insight Space.

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So we use for insights to do big researches, PowerPoints.

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Now you can package all that

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and have that as a brand manager, personalized assistant

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that can help you make the right decisions.

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Obviously it changes content production.

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Much more automated, much more at scale.

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And it also changes the full consumer journey

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and the way you can influence that.

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For example, search is disrupted,

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personalization and CRM are being disrupted.

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And so a lot of new opportunities actually,

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convince consumers and draw them in.

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But they're brand new skill sets you need to acquire.

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<v ->Tell me about those skill sets.</v>

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There's a lot of excitement,

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but also imagine a lot of fear

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just listening to what you're saying there.

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So how can marketers prepare themselves?

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What skills do they need?

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<v ->It's a very good moment</v>

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to review your marketing technology stack.

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This is going to be much more tech intensive,

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so you need the right stack to operate this.

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I think also you need to work on your data.

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What is your IP?

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What is your brand experience?

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What type of insights do you need?

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And start generating and packaging that information

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to have it for you.

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And then you need marketers that will be much more focused

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on insights, strategy, different shading creativity

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and also analytical skills, performance measurement,

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keeping your eye close to what is working for me,

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what is not.

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<v ->And what can organizations do</v>

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to make sure to harness GenAI

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so that it actually supports people and not displaces them.

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<v ->Yeah, and we did a survey recently</v>

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and one of the most striking outcomes of it

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was the gap between leaders and front-end workers.

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When you are a leader today,

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you tend to use GenAI or AI related tools weekly.

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80% do.

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When you are a front-end worker only 20% do.

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So that huge gap is driving a lot of fear

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and a lot of unknown on the technology.

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So I'd say as a company, you need to experiment,

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but you need to experiment at all levels of the organization

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to draw people in.

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You need to communicate, bring some transparency.

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And actually the number one fear

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for people on GenAI is surveillance.

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So you need to communicate also

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in the fact that you're using this in a safe way.

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Be super transparent there.

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Have a responsible AI policy, so that people can draw it in.

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And I'd say for a marketer as well

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you should be really looking at your tech ecosystem.

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Who are the partners that will support you

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to have a tech advantage tomorrow?

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<v ->Jessica, thank you so much.</v>

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<v ->Thank you.</v>