MASB Webinars: Making Marketing Accountable

Join us Wednesday, June 26, Noon ET, for the third episode in our webinar series, Making Marketing Accountable, featuring the visionaries elevating the role of the CMO and Marketing through financial accountability. Registration is FREE! Request your invitation from

EPISODE 3 Strategically Leveraging AI for ROI

Venkatesh (Venky) Shankar
Professor of Marketing and Harold M. Brierley Endowed Professor with the Brierley Institute for Customer Engagement at the Cox School of Business, Southern Methodist University

Artificial Intelligence (AI), in particular, Generative AI and Large Language Models (LLMs) are the rage these days. They are disrupting businesses, upending business models, and shifting marketing. They pose uncertainties and challenges related to investments and returns. What should companies and their Chief Marketing Officers (CMOs) do to better prepare themselves in this emerging landscape? How can they proactively leverage AI for optimizing marketing return on investment (ROI) in the rapidly changing environment? How should they allocate their resources to derive competitive advantage amid this AI transformation? This presentation will address these and related questions.

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