The world’s biggest brands are using AI to transform every stage of the customer journey, from content creation to measurement. Torrence Boone, VP of global client and agency solutions at Google, has a front-row seat to this revolution, working directly with the C-suites of the world’s largest brands and agencies.
Based on proprietary research and his work with customers, Boone shares key takeaways as a playbook for chief marketing officers looking to lead the charge on AI transformation. The message is clear: The most effective leaders are moving past the “why” and focusing on the “how,” and they’re doing it with a clear strategy, pushing the boundaries of creativity and technology to lead their companies through growth.
Think with Google: How are some CMOs moving from being overwhelmed by AI to confidently leading their organizations through transformation?
Torrence Boone: The paradox for marketers today is what we call the “inspiration-to-action gap.” CMOs are inspired by AI’s promise but are often paralyzed by the complexity. They’re struggling to distinguish real opportunities from the hype, clear the internal collaboration hurdles, and, most critically, scale solutions beyond the pilot phase.
To cut through the noise and scale AI solutions beyond pilots, CMOs must go back to the basics of marketing strategy. This involves first aligning on three to five critical objectives that ladder up to the broader business strategy and have C-suite sponsorship. For an AI strategy to succeed, you have to be realistic about your company’s readiness. Without the right foundation in place, you’ll be limited in what you can achieve, and risk wasting time and money.
How are top CMOs putting AI to work and getting real results?
The key is to start with a clear strategy. Keep in mind, you don’t need an AI strategy. You need AI to support your business strategy. So start by identifying your most important business challenges AI can help solve and pursue quick wins with off-the-shelf tools before committing to custom solutions. Next, mobilize people by securing a strong alliance with the CEO, CFO, and CIO. Companies with executive sponsorship are 1.5X more likely to realize value from their AI initiatives, according to research from McKinsey. Finally, model the process by adopting a structured approach to test, refine, and scale solutions while ensuring a strong data foundation and providing the necessary training and incentives for their teams.