Ingrid Sierra
I use AI as an accelerator, not a substitute for creative thinking. My role as a leader is to set direction, define the problem, and ensure everything drives real business impact. AI enables my team and me to move faster and explore more.
Even after 20+ years, I continue to invest in learning. I recently completed the Cannes Lions CMO Accelerator and several AI training programmes. This helps me balance the power of AI with the judgment, taste, and clarity that come from experience.
In practice, I use AI to turn insight into action. It enhances customer research, sharpens segmentation, and enables faster testing with deeper reporting. We are building AI agents across design, performance, brand, CRM, and product marketing to scale creativity without losing consistency.
I approach AI strategically within my team: creating space to learn from each other's strengths, while setting clear roadmaps and outcomes to avoid 'AI brain fog'. We balance creative ambition with operational rigour, from production through QA to optimisation.
For me, creative intelligence in action is simple: speed powered by AI, guided by human clarity, and delivered with discipline.
)
)
)
)
)
)
)
)
)
)
)
)
)
)
)
)
)
)
)
)
)
)
)
)
)
)
)
)
)
