CMO reinvented: 'You can't build tomorrow's brand with yesterday's marketing'

""We're not just adapting to technology: we're adapting to a completely new marketing paradigm," says Globant 's managing director, Marwa Khalife. She was speaking at The Drum and Globant Gut's roundtable, to kick off the new AI Marketing Pulse editorial series. It's a stark warning - and one that lands hard in a room full of global marketing leaders from Microsoft Advertising, Skoda, Unilever, Samsung, Philips, Channel 4, Babyshop, Carwow, ESL Faceit, Okta."

"This isn't another polite panel about AI hype. It's a candid, unscripted reality check that proves AI is no longer a curiosity - it's the engine beneath the hood of modern marketing. It's reshaping everything from content production and media targeting to how brands build trust and stay relevant. And so marketers are no longer just brand storytellers. They're being asked to evolve into hybrid creative-technologist-business architects."

AI has become the foundational engine of modern marketing, reshaping content production, media targeting, brand trust, and relevance. Marketers are being required to evolve beyond storytelling into hybrid creative-technologist-business architect roles. Chief marketing officers must evaluate their readiness to lead in an AI-powered era rather than merely apply productivity hacks. Enterprise brands are building persistent AI systems for brand consistency, such as Brand DNAi to act as a brain for brand assets and ChatGPT-style tools to ensure idea transfer and control across fragmented global markets.

Read at The Drum