At the recent Fortune Most Powerful Women Summit held last Tuesday, leading marketing executives convened to explore the changing landscape of brand promotion amid rapid technological advances. A key focus of the event was the influence of artificial intelligence (AI) on marketing strategies and its effects on both employees and business models. Several notable leaders shared insights on how AI is reshaping marketing efforts, especially in engaging younger consumers who prioritize authenticity and personalization in their brand choices. While some expressed concern over AI’s potentially harmful impacts on workforce dynamics and traditional business operations, many agreed that AI has become an essential tool—a driving force behind innovative marketing initiatives. Lisa Caputo, executive vice president and chief marketing, communications, and customer experience officer at The Travelers Companies, voiced a common feeling among marketing teams: the initial fear that AI might eliminate jobs. “A lot of us get the, ‘Oh no, [AI]’s coming for my job, ’” she remarked. Caputo stressed the need to overcome this fear by cultivating understanding and acceptance of AI within teams, believing that empowering employees to adopt AI tools is critical to succeeding in today’s marketing environment. Throughout the summit, discussions highlighted the delicate balance brands must maintain between embracing new technologies and staying true to their core purpose and values. Marketing leaders are addressing this by using AI to enhance customer engagement, customize content, and improve campaign efficiency without sacrificing the authentic relationships that have long defined their brands. Younger generations, especially Millennials and Gen Z, are driving a shift in brand communication expectations. They seek not only products and services but genuine interactions and brands that align with their values.

AI provides marketers with advanced tools to deliver personalized experiences at scale, allowing them to meet these elevated demands while preserving their fundamental brand identities. Although AI holds great promise for marketing transformation, summit participants acknowledged the importance of its thoughtful integration. Ethical considerations, data privacy, and preserving the human touch remain critical issues. Leaders emphasized ensuring AI does not diminish the creativity, empathy, and intuition that human marketers contribute to their work. The discussions at the Fortune Most Powerful Women Summit reinforced the evolving responsibilities of marketing leaders. Beyond being strategists and brand stewards, they are also educators and advocates for change within their organizations. As AI progresses, these leaders must guide their teams through transformation, making sure technology empowers rather than disrupts. In conclusion, the summit illuminated AI’s dual role in marketing: while it can be seen as a threat, with proper understanding it becomes a powerful partner. Organizations that invest in educating their workforce about AI and integrate it in ways aligned with their brand values are better equipped to succeed in a competitive market. This strategy fosters innovation, satisfies evolving consumer expectations, and sustains brand vitality in an increasingly digital era.