At Cannes Lions, Autodesk CMO Dara Treseder reflects on the advertising industry’s mixed emotions—excitement and anxiety—especially about AI’s role. Highlighting the contrasts in Nike and Adidas’ World Cup campaigns, she praises Adidas for deep storytelling and Nike for fast, culturally-driven marketing. Treseder stresses that while AI can enhance marketing processes, true creativity relies on human insight. She argues that the best marketers know when to use AI and when to rely on human ingenuity. Discussing the evolving CMO role, she notes CMOs are now key strategic partners in business with increasing revenue responsibilities, offering companies a competitive edge.
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