UpTrajectory Review
In a recent interview, Bain's CMO Erika Serow emphasized the evolving role of artificial intelligence in business strategy, particularly in marketing. She noted a shift from abstract discussions about AI to practical applications that align with specific business objectives. This change reflects a growing recognition among clients of the need to integrate technology meaningfully into their operations.
For small business owners, Serow's insights highlight a crucial trend: the importance of leveraging AI not just as a buzzword but as a tool for achieving concrete goals. This week, operators should consider how they can incorporate AI into their marketing strategies to enhance creativity and improve measurement of their investments. The focus should be on solving real business challenges rather than getting caught up in the allure of technology for its own sake.
“It's a real pivot to have people talking about using AI to solve a business priority instead of creating a business priority around AI.” — Business Insider
Takeaway: Focus on using AI to address specific business challenges rather than getting distracted by the technology itself.
From the original item — Business Insider:
The CMO role boils down to three things, said Erica Serow, Bain’s chief marketing officer, who was interviewed during the 2026 Cannes Lions Festival.
“It’s about incredible creativity, it is about great measurement and confidence in how money is getting spent, and it’s about figuring out how to deploy technology to help you,” she said. “That’s a really tough basket of goods.”
Serow said clients are no longer talking about artificial intelligence abstractly; they are focusing on their objectives and thinking through how technology can help them achieve them. “It’s a real pivot to have people talking about using AI to solve a business priority instead of creating a business priority around AI,” she said.