Episode 86

How Brand Wins in an AI World with Lena Waters, CMO at Grammarly

86% of Grammarly's marketing team reports that AI prompt generation tools have positively impacted their productivity. But how should marketers balance AI efficiency with maintaining brand voice and authenticity?

This week, Elena and Angela are joined by Lena Waters, CMO at Grammarly, to discuss how AI is transforming marketing. Together, they explore the evolution of AI tools in marketing, why brand building matters more than ever in the age of AI, and how marketers can effectively measure success across both brand and performance initiatives. Plus, learn why Grammarly's recent TV campaign resonated surprisingly well with the C-suite.

Topics Covered

• [01:00] How Grammarly approaches AI as both user and creator

• [09:00] Maintaining brand voice while using AI tools

• [12:00] Balancing B2B and B2C marketing strategies

• [19:00] Why TV advertising resonates with the C-suite

• [24:00] The danger of over-focusing on bottom-funnel metrics

• [27:00] Lessons from pivoting during COVID-19

• [31:00] Making AI personal while maintaining trust

Resources:

2024 MarketingWeek Article

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