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Angelique Evrard
Most people are asking how to use AI in Marketing. I am asking a different question: what kind of Marketing Leadership does AI make necessary?
AI accelerates execution. It writes, designs, distributes, and optimises faster than any team can. But it cannot decide what a company stands for. It cannot build the feedback loop between an organisation and its market. It cannot redesign the governance structure that determines whether Marketing leads or merely executes.
That is the human work. And it requires a different kind of CMO (Chief Marketing Officer).
In my work, AI handles the execution layer - research, translation across four languages, content production, distribution. This frees the strategic layer for what only human judgment can do: defining market ownership, building board-level credibility, redesigning how Marketing sits inside an organisation.
The CMO Legacy is built on this distinction. I use AI not to replace creative thinking but to give it more room. When the machine handles the mechanics, the Leader can focus on the architecture.
Creative intelligence, in my view, is knowing which decisions belong to the algorithm and which ones belong to you.
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