WEBVTT

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- Intelligence is not
the bottleneck right now.

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It is the ability to
deploy in that mindset

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of truly a business transformation.

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- So agentic AI is changing
the consumer brand relationship

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as well as internal operating models.

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So let's talk about both of those, Denise.

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Why don't we start

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with the external consumer
brand relationship first?

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Who are brands really marketing to?

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Is it agents, is it consumers,
or the relationship?

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- Well, I think brands are
still marketing to humans.

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It's just that AI has
entered the conversation

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and giving more of a nudge,

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or even more, think about it as intent.

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If you think about,

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we have almost a billion users in ChatGPT,

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and 20% of those users come to
the platform with an intent,

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intent to learn something,

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to discover something,

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and more than likely
something to purchase.

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And so, I think that's really important

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to recognize as marketers

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and the shift in the advertising
industry more broadly.

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And actually for creators as well.

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Because we are moving from
what was an attention economy

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to truly an intelligence economy.

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Which means that when users are there

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and they see an advertisement,
their bar is different.

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They want usefulness,
they want information,

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and they want the brand to be helpful.

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And I think that's something for everybody

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to really recognize right now,

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as we think about marketing
and reaching a human;

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with AI in the loop now,
it's a little bit different.

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You know, the human has a helper.

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- Absolutely, so let's look
internally at organizations

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and talk a bit about that.

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We're witnessing a new
operating model, aren't we?

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- Yeah, I think this is

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the biggest evolution

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since we've started on this
AI journey as a society,

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which is initially,
AI, it is a technology,

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so rightfully so,
companies thought about it

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as a technology transformation,

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but the reality is it's a
business transformation.

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And what you can see is the results

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of the first couple of years,

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really the net effect
was companies applied AI,

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in silos, in POCs, on top of applications

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that were already fragmented.

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And so companies didn't
get the economic value

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that they really wanted.

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The stat is 74% of the
economic value right now

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is being derived by 20%
of the world's companies.

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And so, what we're seeing is the companies

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that really lead and lean into this

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are deeply embedding
AI into their business,

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but they're doing so because
they're thinking about it

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as a business transformation.

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So thinking about how do we
reimagine how we operate,

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how do we think about our workflows,

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how do we think about our industry?

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And that is really the unlock.

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Intelligence is not the
bottleneck right now.

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It is the ability to
deploy in that mindset

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of truly a business transformation.

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- Yeah, at BCG, we like
to call it the 70-20-10.

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The 70%, that's all about
the people transformation.

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It's really shown up in our work together.

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- It's a human transformation right now.

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I mean, there are a lot of things

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that people are still afraid of with AI

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or they don't understand how it works.

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And so, I think when you
think about leadership,

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this is a moment for great leadership

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to bring everybody along,
whether it's at the C-suite

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or it's at the ground
level of the company,

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and even in between. It's
getting everybody to move

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in one of the biggest technological shifts

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we'll experience probably in our lifetime.

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- Absolutely. So now let's
talk about that mindset shift.

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Yeah, yeah.
- That leaders need to make.

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How do you see that when it
comes to AI and driving growth?

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- Yeah, I think back to,
like, this prior chapter of AI

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where it was a technology platform, often,

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and I'm sure you saw this
with your clients as well,

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what people were thinking about is,

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how do I take cost out?
- Right.

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- How do I tell the board I'm
going to be more productive?

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And I think there's a recognition now

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that this is so much bigger,

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that this is about a capacity expansion

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and growth for every company.

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And the best companies
that are leaning into this,

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certainly, it's CEO-led. It
is not incremental mindset,

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but exponential mindset.

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And they're thinking about
this as almost a new substrate

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that enables a business transformation.

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And you know, the companies
that really do that,

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they do it both from the strategy level,

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but also helping bring humans
along with the technology,

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making it easy for them to identify,

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helping them to think curiously

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about how to reimagine the business.

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And then also I think the power of AI

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is also that you almost
have a personal accelerant

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as you're doing the work

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and imagining what is possible.

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So I think as an executive at a company,

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when you think about this,

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thinking about the growth
capacity and the potential,

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it's important to have the big vision.

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And then it's really important for people

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to get hands-on experience
with the technology,

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so they believe it and
then they can apply that

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to how they reimagine.

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- I can't wait to see what
we'll tackle next together.

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- I'm excited for
everything we do together.

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Thank you for the partnership.

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We really love working with you

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and serving our clients.

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- Likewise.
- Thank you.