AI has permeated every conversation since 2024, but CMOs have yet to use it to its full potential.
In this episode of Marketing Vanguard, live from the World Economic Forum at Davos, Bonnie Pelosi, CEO EMEA at Microsoft, reveals the truth about AI in marketing—what’s going right, what’s going wrong, and everything in between.
What you’ll learn:
- How to embed governance into AI implementation from day one
- Why CMOs must act as connectors across the entire C-suite
- The Customer Zero mindset and why AI use cases must be geared, first, toward customers
- How to lead cultural transformation, not just technology rollout
- Why curiosity and empathy are non-negotiable CMO competencies
- The distinction between tactical and strategic leadership
Bonnie Pelosi is known for her expertise in AI-driven marketing transformation and C-suite collaboration. With a background in marketing leadership and business strategy, she has pioneered frameworks for responsibly integrating AI into organizational workflows while maintaining human-centered outcomes.
Her work in embedding AI across Microsoft’s marketing organization demonstrates the strategic value of treating CMOs as business leaders rather than functional operators, making her a thought leader in the AI-first era.
Find the latest episode of Marketing Vanguard here, in audio and video:
Episode Highlights:
[02:12] Why AI Strategy Should be Built Around Human-Centered Outcomes — Bonnie emphasizes that Microsoft’s approach to AI adoption centers on three core outcomes: customer experience, growth and productivity. And, this should always be done with the human at the center of decision-making. CMOs often fall into the trap of treating AI as a technology upgrade or tool rollout, missing the deeper cultural transformation required for meaningful impact. To apply this framework, CMOs should start by defining the specific business outcomes they want to achieve before selecting any AI tools, then work backward to identify which workflows need reimagining.
[05:01] Embed Governance Into AI Implementation From Day One — Bonnie stresses that governance cannot be an afterthought when rolling out AI. It must be built into the foundation of any AI strategy from the very beginning. Many CMOs delay governance discussions until after pilots or initial implementations, creating compliance risks, ethical concerns and operational inefficiencies that are expensive to remediate. This reactive approach leaves organizations vulnerable to brand damage, regulatory issues and employee confusion about responsible AI usage. To implement effective governance, establish councils and review boards before launching any AI initiative, then create a stepped rollout process with governance checkpoints at each phase to ensure responsible deployment.
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