CMOs Risk 'AI Trust Gap' by Focusing on Cost-Cutting

Salesforce's Jo Pettifer warns that marketing leaders risk an AI trust gap if they view it solely as a cost-cutting measure, rather than a revenue generator or growth engine.

Pettifer, vice-president of marketing in the UK and Ireland, spoke at The Drum Live in London, where she emphasized the need for CMOs to get hands-on with AI technology.

According to Pettifer, only 30% of marketing organizations consider themselves AI mature, and many are missing out on the opportunity to transform their approach to growth. She argued that experimentation is over, and it's time for implementation and defining outcomes.

Pettifer proposed a new type of CMO, which she calls 'A-shaped', combining technical and data mastery with humanity, creativity, and storytelling. This requires leaders to think across entire workflows and understand the opportunities, limitations, security implications, and brand risks involved.