{"id":176,"date":"2023-07-21T16:18:20","date_gmt":"2023-07-21T16:18:20","guid":{"rendered":""},"modified":"2026-08-07T17:54:33","modified_gmt":"2026-08-07T17:54:33","slug":"saps-cmo-shares-thoughts-generative-ai","status":"publish","type":"post","link":"https:\/\/artificialintelligencesummit.com\/blog\/p\/saps-cmo-shares-thoughts-generative-ai\/","title":{"rendered":"SAP\u2019s CMO shares her thoughts on generative AI \ud83e\udd14"},"content":{"rendered":"<div>\n<p style=\"color:#222222;color:var(--wt-text-on-background-color) !important;font-family:'Roboto',-apple-system,BlinkMacSystemFont,Tahoma,sans-serif;font-size:16px;line-height:24px;text-align:center;\"><b>Welcome to AI Marketing School, where we&#x2019;re helping marketers harness AI to its full potential. <\/b><\/p>\n<\/div>\n<div style=\"padding-left:15px;padding-right:15px;\">\n<div style=\"padding-bottom:20px;padding-left:0px;padding-right:0px;padding-top:20px;\"><img decoding=\"async\" alt=\"\" style=\"margin:0 auto 0 auto;width:30%;\" src=\"https:\/\/s0tq60ke.modx.dev\/wp-content\/uploads\/2025\/09\/robot-desk.png\"><\/p>\n<div style=\"margin:0 auto 0 auto;padding-left:0px;padding-right:0px;padding-top:4px;text-align:center;width:30%;\"><small style=\"color:#000000;color:var(--wt-text-on-background-color) !important;font-family:'Helvetica',Arial,sans-serif;font-size:12px;font-style:italic;text-decoration-color:#000000;text-decoration:none;\"><\/small><\/p>\n<p>&#xA0;<\/p>\n<\/div>\n<\/div>\n<\/div>\n<div>\n<p style=\"color:#222222;color:var(--wt-text-on-background-color) !important;font-family:'Roboto',-apple-system,BlinkMacSystemFont,Tahoma,sans-serif;font-size:16px;line-height:24px;text-align:center;\"><mark style=\"background-color:#FFFFFF;\"><span style=\"color:rgb(34, 34, 34);\"><b>Forward this email over to your favorite marketing pals or<\/b><\/span><\/mark><mark style=\"background-color:#FFFFFF;\"><span style=\"color:rgb(44, 129, 229);\"><b>&#xA0;<\/b><\/span><\/mark><mark style=\"background-color:#FFFFFF;\"><span style=\"color:rgb(44, 129, 229);\"><span style=\"text-decoration:underline;\"><i><b><a class=\"link\" href=\"https:\/\/s0tq60ke.modx.dev\/?_gl=1*1vf8hks*_ga*MjE3NTgyODQyLjE2Nzc2Njk5MjM.*_ga_E6Y4WLQ2EC*MTY3ODM2MzgyMy4xMS4xLjE2NzgzNjQ1NDcuNTkuMC4w&amp;utm_source=aimarketingschool.beehiiv.com&amp;utm_medium=newsletter&amp;utm_campaign=5-ways-ai-could-revolutionise-search-advertising\" target=\"_blank\" rel=\"noopener noreferrer nofollow\" style=\"-webkit-text-decoration:underline #2C81E5;color:#2C81E5;text-decoration:underline #2C81E5;word-break:break-word;;\">sign them up here<\/a><\/b><\/i><\/span><\/span><\/mark><mark style=\"background-color:#FFFFFF;\"><span style=\"color:rgb(34, 34, 34);\"><b>. <\/b><\/span><\/mark><\/p>\n<\/div>\n<div style=\"padding:25px;\">\n<div style=\"margin: 0 auto; border-top: 1px solid #c0c0c0; width:100%;\"><\/div>\n<\/div>\n<div>\n<p><span style=\"font-size:0.8rem;\"><b>AI Marketing School Newsletter #41<\/b><\/span><\/p>\n<\/div>\n<div>\n<h2 style=\"color:#222222;color:var(--wt-text-on-background-color) !important;font-family:'Roboto',-apple-system,BlinkMacSystemFont,Tahoma,sans-serif;font-size:24px;font-weight:Bold;line-height:36px;margin:0;text-align:left;\"><b>SAP&#x2019;s CMO shares her thoughts on generative AI<\/b><\/h2>\n<\/div>\n<div>\n<p> Enterprise software giant SAP has dipped its toes into using generative AI for marketing&#x2014;and CMO Julia White <a class=\"link\" href=\"https:\/\/www.businessinsider.com\/sap-cmo-generative-ai-marketing-experiments-2023-7?r=US&amp;IR=T&amp;utm_source=aimarketingschool.beehiiv.com&amp;utm_medium=referral&amp;utm_campaign=sap-s-cmo-shares-her-thoughts-on-generative-ai\" target=\"_blank\" rel=\"noopener noreferrer nofollow\" style=\"-webkit-text-decoration:underline #2C81E5;color:#2C81E5;text-decoration:underline #2C81E5;word-break:break-word;;\">shared her thoughts<\/a> with Business Insider. <\/p>\n<\/div>\n<div>\n<p> Currently, SAP is using generative AI for eight ongoing experiments to test its impact on their marketing operations. This includes using AI to: <\/p>\n<\/div>\n<div>\n<ol start=\"1\" style=\"color:var(--wt-text-on-background-color) !important;font-family:'Roboto',-apple-system,BlinkMacSystemFont,Tahoma,sans-serif;font-size:16px;line-height:24px;list-style-type:decimal;padding:0;\">\n<li style=\"\">\n<p style=\"text-align:left;\"> Boost ad engagement with responsive campaigns like <a class=\"link\" href=\"https:\/\/www.lbbonline.com\/news\/bbdo-new-york-recalls-saps-capabilities-in-a-new-light-with-ai-powered-be-ready-campaign?utm_source=aimarketingschool.beehiiv.com&amp;utm_medium=referral&amp;utm_campaign=sap-s-cmo-shares-her-thoughts-on-generative-ai\" target=\"_blank\" rel=\"noopener noreferrer nofollow\" style=\"-webkit-text-decoration:underline #2C81E5;color:#2C81E5;text-decoration:underline #2C81E5;word-break:break-word;;\">&#x201C;Be Ready&#x201D;<\/a>. This strategy uses AI to create fresh, daily billboards, each tailored to reflect real-time business news. <\/p>\n<\/li>\n<\/ol>\n<\/div>\n<div>\n<ol start=\"2\" style=\"color:var(--wt-text-on-background-color) !important;font-family:'Roboto',-apple-system,BlinkMacSystemFont,Tahoma,sans-serif;font-size:16px;line-height:24px;list-style-type:decimal;padding:0;\">\n<li style=\"\">\n<p style=\"text-align:left;\"> Make its marketing content highly personalized to increase engagement and ROAS (Return on Ad Spend).<\/p>\n<\/li>\n<li style=\"\">\n<p style=\"text-align:left;\"> Conduct in-depth market research to better understand customers in an insanely competitive enterprise software market. <\/p>\n<\/li>\n<\/ol>\n<\/div>\n<div style=\"padding-left:15px;padding-right:15px;\">\n<div style=\"padding-bottom:20px;padding-left:0px;padding-right:0px;padding-top:20px;\"><img decoding=\"async\" alt=\"\" style=\"margin:0 auto 0 auto;width:40%;\" src=\"https:\/\/s0tq60ke.modx.dev\/wp-content\/uploads\/2025\/09\/EZUoc2JQ_400x400.jpeg\"><\/p>\n<div style=\"margin:0 auto 0 auto;padding-left:0px;padding-right:0px;padding-top:4px;text-align:center;width:40%;\"><small style=\"color:#000000;color:var(--wt-text-on-background-color) !important;font-family:'Helvetica',Arial,sans-serif;font-size:12px;font-style:italic;text-decoration-color:#000000;text-decoration:none;\"><\/small><\/p>\n<p>Julia White, CMO, SAP<\/p>\n<\/div>\n<\/div>\n<\/div>\n<div>\n<h3 style=\"margin:0;\"><span style=\"color:rgb(67, 67, 67);\"><b>What marketers need to know<\/b><\/span><\/h3>\n<\/div>\n<div>\n<ul>\n<li style=\"\">\n<p style=\"text-align:left;\"> SAP&#x2019;s AI-generated billboards drove 3X the impressions that billboards usually drive. <\/p>\n<\/li>\n<\/ul>\n<\/div>\n<div>\n<ul>\n<li style=\"\">\n<p style=\"text-align:left;\"> AI particularly excelled at internally-oriented tasks like reaching out to prospective customers, creating content that would uniquely appeal to each prospect, and doing customer or industry research. <\/p>\n<p style=\"text-align:left;\">\n<\/li>\n<\/ul>\n<\/div>\n<div>\n<ul>\n<li style=\"\">\n<p style=\"text-align:left;\"> However, AI did have its limitations. For example, it created scripts for product demos referencing products that didn&#x2019;t actually exist. <\/p>\n<p style=\"text-align:left;\"><\/p>\n<\/li>\n<li style=\"\">\n<p style=\"text-align:left;\"> White anticipates that it&#x2019;ll take four to six months for SAP to work out how to make AI a permanent part of its marketing strategy. <\/p>\n<\/li>\n<\/ul>\n<\/div>\n<div style=\"padding:25px;\">\n<div style=\"margin: 0 auto; border-top: 1px solid #c0c0c0; width:100%;\"><\/div>\n<\/div>\n<div>\n<h2 style=\"color:#222222;color:var(--wt-text-on-background-color) !important;font-family:'Roboto',-apple-system,BlinkMacSystemFont,Tahoma,sans-serif;font-size:24px;font-weight:Bold;line-height:36px;margin:0;text-align:left;\"><b>Pre-order and save $100 on our AI Marketing Mastery Course!<\/b><\/h2>\n<\/div>\n<div style=\"padding-left:15px;padding-right:15px;\">\n<div style=\"padding-bottom:20px;padding-left:0px;padding-right:0px;padding-top:20px;\"><a href=\"https:\/\/aimarketingschool.co\/training\/?utm_source=aimarketingschool.beehiiv.com&amp;utm_medium=referral&amp;utm_campaign=sap-s-cmo-shares-her-thoughts-on-generative-ai\" rel=\"nofollow noopener noreferrer\" style=\"text-decoration: none;\" target=\"_blank\"><img decoding=\"async\" alt=\"\" style=\"margin:0 auto 0 auto;width:100%;\" src=\"https:\/\/s0tq60ke.modx.dev\/wp-content\/uploads\/2025\/09\/Screenshot_2023-07-04_at_11.44.38391947.png\"><\/a><\/div>\n<\/div>\n<div>\n<p> We&#x2019;re excited to announce that we&#x2019;re creating an <b><a class=\"link\" href=\"https:\/\/link.mail.beehiiv.com\/ss\/c\/rfvoFjhFkLqWIzumwoIv3Iy9YiqvleZyJYazA6cYjIBBw48vvzO9GeY6qkXrk1Iks63MWHQWodlxPvHdkR014d5sHQuNiRl-vDmvGccpawjrvGYPsFI2M3z4F3D-esQcUmfZ96djpRtBGfW9PCzPHfo6OPXU5oRuKj0SzKojSyCHD0HRD1rAzmhiwitjsyL2g6YJ97Tt1J2wNtco1ZZItB_rga9BK89hgAnVjWDRIW6qTERqt8invWY4c_YSy5ZzCZlpcblNm3Ut3sgs_spUGQ\/3xo\/2CcmRcSLTwu3QMK3S4w9Gg\/h41\/b4G7tdSuNUSODO4GUQ54DRFJscCS2lehpdYtorwWTXc?utm_source=aimarketingschool.beehiiv.com&amp;utm_medium=referral&amp;utm_campaign=sap-s-cmo-shares-her-thoughts-on-generative-ai\" target=\"_blank\" rel=\"noopener noreferrer nofollow\" style=\"-webkit-text-decoration:underline #2C81E5;color:#2C81E5;text-decoration:underline #2C81E5;word-break:break-word;;\">AI Marketing Masterclass training series<\/a><\/b>, where we&#x2019;ll share everything we&#8217;ve learned about AI marketing so far. <\/p>\n<\/div>\n<div>\n<p> We&#x2019;ll cover prompt libraries, chatbots, copilots, and game-changing automation&#x2014;everything marketers need to become more productive and profitable. <\/p>\n<\/div>\n<div>\n<p><b>Save $100 by <\/b><b><a class=\"link\" href=\"https:\/\/link.mail.beehiiv.com\/ss\/c\/rfvoFjhFkLqWIzumwoIv3Iy9YiqvleZyJYazA6cYjIBBw48vvzO9GeY6qkXrk1Iks63MWHQWodlxPvHdkR014d5sHQuNiRl-vDmvGccpawjrvGYPsFI2M3z4F3D-esQcUmfZ96djpRtBGfW9PCzPHfo6OPXU5oRuKj0SzKojSyCHD0HRD1rAzmhiwitjsyL2g6YJ97Tt1J2wNtco1ZZItB_rga9BK89hgAnVjWDRIW6qTERqt8invWY4c_YSy5ZzCZlpcblNm3Ut3sgs_spUGQ\/3xo\/2CcmRcSLTwu3QMK3S4w9Gg\/h42\/csnNO5enfDKhdru_egfb3kGr6Jieza-2WkBtUhfCVdg?utm_source=aimarketingschool.beehiiv.com&amp;utm_medium=referral&amp;utm_campaign=sap-s-cmo-shares-her-thoughts-on-generative-ai\" target=\"_blank\" rel=\"noopener noreferrer nofollow\" style=\"-webkit-text-decoration:underline #2C81E5;color:#2C81E5;text-decoration:underline #2C81E5;word-break:break-word;;\">signing up<\/a><\/b><b> for $200 ahead of its release on 8th August (full price $300).<\/b><\/p>\n<\/div>\n<div>\n<p> And if you&#x2019;re not satisfied with the content, you&#x2019;ll get a full refund. <\/p>\n<\/div>\n<div>\n<p><a class=\"link\" href=\"https:\/\/link.mail.beehiiv.com\/ss\/c\/rfvoFjhFkLqWIzumwoIv3Iy9YiqvleZyJYazA6cYjIBBw48vvzO9GeY6qkXrk1Iks63MWHQWodlxPvHdkR014d5sHQuNiRl-vDmvGccpawjrvGYPsFI2M3z4F3D-esQcUmfZ96djpRtBGfW9PCzPHfo6OPXU5oRuKj0SzKojSyCHD0HRD1rAzmhiwitjsyL2g6YJ97Tt1J2wNtco1ZZItB_rga9BK89hgAnVjWDRIW6qTERqt8invWY4c_YSy5ZzCZlpcblNm3Ut3sgs_spUGQ\/3xo\/2CcmRcSLTwu3QMK3S4w9Gg\/h43\/5z0awrMfjlXhhZxr033gAdsVNMmT4ILO3rpTRH3CozY?utm_source=aimarketingschool.beehiiv.com&amp;utm_medium=referral&amp;utm_campaign=sap-s-cmo-shares-her-thoughts-on-generative-ai\" target=\"_blank\" rel=\"noopener noreferrer nofollow\" style=\"-webkit-text-decoration:underline #2C81E5;color:#2C81E5;text-decoration:underline #2C81E5;word-break:break-word;;\">Sign up here<\/a> to reserve your spot before our discount ends! <\/p>\n<\/div>\n<div style=\"padding:25px;\">\n<div style=\"margin: 0 auto; border-top: 1px solid #c0c0c0; width:100%;\"><\/div>\n<\/div>\n<div>\n<h2 style=\"color:#222222;color:var(--wt-text-on-background-color) !important;font-family:'Roboto',-apple-system,BlinkMacSystemFont,Tahoma,sans-serif;font-size:24px;font-weight:Bold;line-height:36px;margin:0;text-align:left;\"><b>Is ChatGPT getting worse?<\/b><\/h2>\n<\/div>\n<div>\n<p> Researchers from Stanford University and University of California, Berkeley recently released a <a class=\"link\" href=\"https:\/\/arxiv.org\/pdf\/2307.09009.pdf?utm_source=aimarketingschool.beehiiv.com&amp;utm_medium=referral&amp;utm_campaign=sap-s-cmo-shares-her-thoughts-on-generative-ai\" target=\"_blank\" rel=\"noopener noreferrer nofollow\" style=\"-webkit-text-decoration:underline #2C81E5;color:#2C81E5;text-decoration:underline #2C81E5;word-break:break-word;;\">paper<\/a> stating &#x201C;the behavior of GPT-3.5 and GPT-4 has varied significantly over a relatively short amount of time.&#x201D; <\/p>\n<\/div>\n<div>\n<p> And on face value, it looks like it&#x2019;s getting worse. <\/p>\n<\/div>\n<div style=\"padding-left:15px;padding-right:15px;\">\n<div style=\"padding-bottom:20px;padding-left:0px;padding-right:0px;padding-top:20px;\"><img decoding=\"async\" alt=\"\" style=\"margin:0 auto 0 auto;width:100%;\" src=\"https:\/\/s0tq60ke.modx.dev\/wp-content\/uploads\/2025\/09\/Screenshot_2023-07-21_at_12.41.40.png\"><\/div>\n<\/div>\n<div>\n<h3 style=\"margin:0;\"><span style=\"color:rgb(67, 67, 67);\"><b>What marketers need to know<\/b><\/span><\/h3>\n<\/div>\n<div>\n<ul>\n<li style=\"\">\n<p style=\"text-align:left;\"> The researchers put ChatGPT to the test on a number of tasks ranging from math problem-solving, answering sensitive questions, code generation, to visual reasoning.<\/p>\n<\/li>\n<li style=\"\">\n<p style=\"text-align:left;\"> Worryingly, ChatGPT got significantly worse at some tests. Back in March, GPT-4 could accurately identify prime numbers 97.6% of the time&#x2014;this was down to just 2.4% in June.<\/p>\n<\/li>\n<li style=\"\">\n<p style=\"text-align:left;\"> Should users be worried? Not necessarily. Several <a class=\"link\" href=\"https:\/\/arstechnica.com\/information-technology\/2023\/07\/is-chatgpt-getting-worse-over-time-study-claims-yes-but-others-arent-sure\/?utm_source=aimarketingschool.beehiiv.com&amp;utm_medium=referral&amp;utm_campaign=sap-s-cmo-shares-her-thoughts-on-generative-ai\" target=\"_blank\" rel=\"noopener noreferrer nofollow\" style=\"-webkit-text-decoration:underline #2C81E5;color:#2C81E5;text-decoration:underline #2C81E5;word-break:break-word;;\">experts<\/a> have questioned the researcher&#x2019;s approach, and many have hypothesized that the more you use LLMs, the more the initial &#x2018;magic&#x2019; wears off. <\/p>\n<\/li>\n<\/ul>\n<\/div>\n<div>\n<ul>\n<li style=\"\">\n<p style=\"text-align:left;\"> However, stay alert and continually assess ChatGPT&#x2019;s output. Don&#x2019;t trust that it will always produce the same standard of response. Be vigilant. <\/p>\n<\/li>\n<li style=\"\">\n<p style=\"text-align:left;\"> If you receive a disappointing response, try out another model, like <a class=\"link\" href=\"https:\/\/www.anthropic.com\/index\/claude-2?utm_source=aimarketingschool.beehiiv.com&amp;utm_medium=referral&amp;utm_campaign=sap-s-cmo-shares-her-thoughts-on-generative-ai\" target=\"_blank\" rel=\"noopener noreferrer nofollow\" style=\"-webkit-text-decoration:underline #2C81E5;color:#2C81E5;text-decoration:underline #2C81E5;word-break:break-word;;\">Claude 2<\/a>. You might find it gives you a better result. <\/p>\n<p style=\"text-align:left;\">\n<\/li>\n<\/ul>\n<\/div>\n<div style=\"padding:25px;\">\n<div style=\"margin: 0 auto; border-top: 1px solid #c0c0c0; width:100%;\"><\/div>\n<\/div>\n<div>\n<h2 style=\"color:#222222;color:var(--wt-text-on-background-color) !important;font-family:'Roboto',-apple-system,BlinkMacSystemFont,Tahoma,sans-serif;font-size:24px;font-weight:Bold;line-height:36px;margin:0;text-align:left;\"><b>AI: Advertising blessing or boogeyman?<\/b><\/h2>\n<\/div>\n<div>\n<p> While AI dominated the recent Cannes Lions International Festival of Creativity, the advertising industry is still <a class=\"link\" href=\"https:\/\/www.nytimes.com\/2023\/07\/18\/business\/media\/ai-advertising.html?utm_source=aimarketingschool.beehiiv.com&amp;utm_medium=referral&amp;utm_campaign=sap-s-cmo-shares-her-thoughts-on-generative-ai\" target=\"_blank\" rel=\"noopener noreferrer nofollow\" style=\"-webkit-text-decoration:underline #2C81E5;color:#2C81E5;text-decoration:underline #2C81E5;word-break:break-word;;\">uncertain<\/a> as to whether or not it&#x2019;s friend or foe. <\/p>\n<\/div>\n<div>\n<p> On the one hand, many AI-generated ad campaigns have successfully hit the headlines in recent months, including: <\/p>\n<\/div>\n<div>\n<ul>\n<li style=\"\">\n<p style=\"text-align:left;\"> McDonald&#x2019;s Brazil&#x2019;s ChatGPT-powered Big Mac <a class=\"link\" href=\"https:\/\/www.youtube.com\/watch?v=8Nc9l9GnVcg&amp;list=TLGGdGnFpgG8xCsxMDA3MjAyMw&amp;utm_source=aimarketingschool.beehiiv.com&amp;utm_medium=referral&amp;utm_campaign=sap-s-cmo-shares-her-thoughts-on-generative-ai\" target=\"_blank\" rel=\"noopener noreferrer nofollow\" style=\"-webkit-text-decoration:underline #2C81E5;color:#2C81E5;text-decoration:underline #2C81E5;word-break:break-word;;\">promo<\/a><\/p>\n<\/li>\n<li style=\"\">\n<p style=\"text-align:left;\"> Coca-Cola&#x2019;s &#x2018;Create Real Magic&#x2019; <a class=\"link\" href=\"https:\/\/www.coca-colacompany.com\/media-center\/coca-cola-invites-digital-artists-to-create-real-magic-using-new-ai-platform?utm_source=aimarketingschool.beehiiv.com&amp;utm_medium=referral&amp;utm_campaign=sap-s-cmo-shares-her-thoughts-on-generative-ai\" target=\"_blank\" rel=\"noopener noreferrer nofollow\" style=\"-webkit-text-decoration:underline #2C81E5;color:#2C81E5;text-decoration:underline #2C81E5;word-break:break-word;;\">campaign<\/a><\/p>\n<\/li>\n<li style=\"\">\n<p style=\"text-align:left;\"> Virgin Cruises&#x2019; personalized video invitations featuring Jennifer Lopez (aka, <a class=\"link\" href=\"https:\/\/voyagewithjen.ai\/?utm_source=aimarketingschool.beehiiv.com&amp;utm_medium=referral&amp;utm_campaign=sap-s-cmo-shares-her-thoughts-on-generative-ai\" target=\"_blank\" rel=\"noopener noreferrer nofollow\" style=\"-webkit-text-decoration:underline #2C81E5;color:#2C81E5;text-decoration:underline #2C81E5;word-break:break-word;;\">Jen.ai<\/a>) <\/p>\n<\/li>\n<\/ul>\n<\/div>\n<div>\n<p> However, it&#x2019;s not all fun and games. Marketing executives are worried that AI could potentially increase layoffs, spread misinformation (if used incorrectly) and reinforce existing bias. <\/p>\n<\/div>\n<div>\n<p> So, where does that leave marketers? <\/p>\n<\/div>\n<div style=\"padding-left:15px;padding-right:15px;\">\n<div style=\"padding-bottom:20px;padding-left:0px;padding-right:0px;padding-top:20px;\"><img decoding=\"async\" alt=\"\" style=\"margin:0 auto 0 auto;width:100%;\" src=\"https:\/\/s0tq60ke.modx.dev\/wp-content\/uploads\/2025\/09\/00AI-advertising-superJumbo.jpg\"><\/div>\n<\/div>\n<div>\n<h3 style=\"margin:0;\"><span style=\"color:rgb(67, 67, 67);\"><b>Key takeaways from marketing and AI leaders<\/b><\/span><\/h3>\n<\/div>\n<div>\n<ul>\n<li style=\"\">\n<p style=\"text-align:left;\"><a class=\"link\" href=\"https:\/\/www.linkedin.com\/in\/krakowsky\/?utm_source=aimarketingschool.beehiiv.com&amp;utm_medium=referral&amp;utm_campaign=sap-s-cmo-shares-her-thoughts-on-generative-ai\" target=\"_blank\" rel=\"noopener noreferrer nofollow\" style=\"-webkit-text-decoration:underline #2C81E5;color:#2C81E5;text-decoration:underline #2C81E5;word-break:break-word;;\">Philippe Krakowsky<\/a>, CEO, Interpublic Group: &#x201C;There&#x2019;s little doubt that the future of creativity and A.I. will be increasingly intertwined&#x201D;. <\/p>\n<\/li>\n<\/ul>\n<\/div>\n<div>\n<ul>\n<li style=\"\">\n<p style=\"text-align:left;\"><a class=\"link\" href=\"https:\/\/www.linkedin.com\/in\/annabellebarnum\/?utm_source=aimarketingschool.beehiiv.com&amp;utm_medium=referral&amp;utm_campaign=sap-s-cmo-shares-her-thoughts-on-generative-ai\" target=\"_blank\" rel=\"noopener noreferrer nofollow\" style=\"-webkit-text-decoration:underline #2C81E5;color:#2C81E5;text-decoration:underline #2C81E5;word-break:break-word;;\">Annabelle Barnum<\/a>, General Manager, Wunderman Thompson Australia: &#x201C;Creativity comes from real human insight&#x2014;A.I. is always going to struggle with that because it relies purely on data to make decisions. So while it can enhance the process, ultimately it will never be able to take away anything that creators can really do because that humanistic element is required.&#x201D; <\/p>\n<p style=\"text-align:left;\"><\/p>\n<\/li>\n<li style=\"\">\n<p style=\"text-align:left;\"><a class=\"link\" href=\"https:\/\/www.linkedin.com\/in\/jackson-beaman-b01b0461\/?utm_source=aimarketingschool.beehiiv.com&amp;utm_medium=referral&amp;utm_campaign=sap-s-cmo-shares-her-thoughts-on-generative-ai\" target=\"_blank\" rel=\"noopener noreferrer nofollow\" style=\"-webkit-text-decoration:underline #2C81E5;color:#2C81E5;text-decoration:underline #2C81E5;word-break:break-word;;\">Jackson Beaman<\/a>, Founder of AI User Group: &#x201C;It really doesn&#x2019;t matter if you are fearful or not: The tools are here, so what do we do? We could stand here and not do anything, or we can learn how to apply them.&#x201D;<\/p>\n<\/li>\n<li style=\"\">\n<p style=\"text-align:left;\"><b>Our take:<\/b> Change is scary&#x2014;but this isn&#x2019;t the first time the ad industry has been shaken up, and it won&#x2019;t be the last. Ultimately, humans will always be needed at some stage of the process. Whether that&#x2019;s liaising with clients, working out how to allocate budgets, or providing final creative sign-off, the advertising industry will still require human oversight. <\/p>\n<\/li>\n<\/ul>\n<\/div>\n<div style=\"padding:25px;\">\n<div style=\"margin: 0 auto; border-top: 1px solid #c0c0c0; width:100%;\"><\/div>\n<\/div>\n<div>\n<h2 style=\"color:#222222;color:var(--wt-text-on-background-color) !important;font-family:'Roboto',-apple-system,BlinkMacSystemFont,Tahoma,sans-serif;font-size:24px;font-weight:Bold;line-height:36px;margin:0;text-align:left;\"><b>Essential reading<\/b><\/h2>\n<\/div>\n<div>\n<p> Looking to stay on top of the latest in digital marketing? <\/p>\n<\/div>\n<div>\n<p> Then check out the <a class=\"link\" href=\"https:\/\/sparklp.co\/p\/da07294f8c?utm_source=aimarketingschool.beehiiv.com&amp;utm_medium=referral&amp;utm_campaign=sap-s-cmo-shares-her-thoughts-on-generative-ai\" target=\"_blank\" rel=\"noopener noreferrer nofollow\" style=\"-webkit-text-decoration:underline #2C81E5;color:#2C81E5;text-decoration:underline #2C81E5;word-break:break-word;;\">Stacked Marketer<\/a> newsletter, read by over 50k marketers. <b>It&#8217;s the only marketing newsletter we read every day.<\/b><\/p>\n<\/div>\n<div>\n<p><a class=\"link\" href=\"https:\/\/sparklp.co\/p\/da07294f8c?email=sparkloop-vf-%7B%7Bemail%7D%7D\" target=\"_blank\" rel=\"noopener noreferrer nofollow\" style=\"-webkit-text-decoration:underline #2C81E5;color:#2C81E5;text-decoration:underline #2C81E5;word-break:break-word;;\">Sign up in one click<\/a> here! <\/p>\n<\/div>\n<div>\n<h6 style=\"color:#ffffff;color:var(--wt-text-on-background-color) !important;font-family:'Helvetica',Arial,sans-serif;font-size:16px;font-weight:Bold;line-height:24px;margin:0;text-align:left;\"><i>*Full disclosure&#x2014;we get a couple of dollars for every signup.<\/i><\/h6>\n<\/div>\n<div style=\"padding:25px;\">\n<div style=\"margin: 0 auto; border-top: 1px solid #c0c0c0; width:100%;\"><\/div>\n<\/div>\n<div>\n<h2 style=\"color:#222222;color:var(--wt-text-on-background-color) !important;font-family:'Roboto',-apple-system,BlinkMacSystemFont,Tahoma,sans-serif;font-size:24px;font-weight:Bold;line-height:36px;margin:0;text-align:left;\"><b>Tip of the day <\/b>&#x2705;<\/h2>\n<\/div>\n<div>\n<p><a class=\"link\" href=\"https:\/\/twitter.com\/JulianGoldieSEO\/status\/1681778273574088704?utm_source=aimarketingschool.beehiiv.com&amp;utm_medium=referral&amp;utm_campaign=sap-s-cmo-shares-her-thoughts-on-generative-ai\" target=\"_blank\" rel=\"noopener noreferrer nofollow\" style=\"-webkit-text-decoration:underline #2C81E5;color:#2C81E5;text-decoration:underline #2C81E5;word-break:break-word;;\">Learn<\/a> how <a class=\"link\" href=\"https:\/\/twitter.com\/JulianGoldieSEO?utm_source=aimarketingschool.beehiiv.com&amp;utm_medium=referral&amp;utm_campaign=sap-s-cmo-shares-her-thoughts-on-generative-ai\" target=\"_blank\" rel=\"noopener noreferrer nofollow\" style=\"-webkit-text-decoration:underline #2C81E5;color:#2C81E5;text-decoration:underline #2C81E5;word-break:break-word;;\">Julian Goldie<\/a> uses AI to generate backlinks by: <\/p>\n<\/div>\n<div>\n<ul>\n<li style=\"\">\n<p style=\"text-align:left;\"> Asking <a class=\"link\" href=\"https:\/\/chat.openai.com\/?utm_source=aimarketingschool.beehiiv.com&amp;utm_medium=referral&amp;utm_campaign=sap-s-cmo-shares-her-thoughts-on-generative-ai\" target=\"_blank\" rel=\"noopener noreferrer nofollow\" style=\"-webkit-text-decoration:underline #2C81E5;color:#2C81E5;text-decoration:underline #2C81E5;word-break:break-word;;\">ChatGPT<\/a> to give him lead magnet ideas<\/p>\n<\/li>\n<li style=\"\">\n<p style=\"text-align:left;\"> Using <a class=\"link\" href=\"https:\/\/www.perplexity.ai\/?utm_source=aimarketingschool.beehiiv.com&amp;utm_medium=referral&amp;utm_campaign=sap-s-cmo-shares-her-thoughts-on-generative-ai\" target=\"_blank\" rel=\"noopener noreferrer nofollow\" style=\"-webkit-text-decoration:underline #2C81E5;color:#2C81E5;text-decoration:underline #2C81E5;word-break:break-word;;\">Perplexity AI<\/a> to write &#x2018;linkable assets&#x2019; for his website<\/p>\n<\/li>\n<li style=\"\">\n<p style=\"text-align:left;\"> Writing outreach email funnels with <a class=\"link\" href=\"https:\/\/chat.openai.com\/?utm_source=aimarketingschool.beehiiv.com&amp;utm_medium=referral&amp;utm_campaign=sap-s-cmo-shares-her-thoughts-on-generative-ai\" target=\"_blank\" rel=\"noopener noreferrer nofollow\" style=\"-webkit-text-decoration:underline #2C81E5;color:#2C81E5;text-decoration:underline #2C81E5;word-break:break-word;;\">ChatGPT<\/a><\/p>\n<\/li>\n<li style=\"\">\n<p style=\"text-align:left;\"> Automating outreach with <a class=\"link\" href=\"https:\/\/pitchbox.com\/?utm_source=aimarketingschool.beehiiv.com&amp;utm_medium=referral&amp;utm_campaign=sap-s-cmo-shares-her-thoughts-on-generative-ai\" target=\"_blank\" rel=\"noopener noreferrer nofollow\" style=\"-webkit-text-decoration:underline #2C81E5;color:#2C81E5;text-decoration:underline #2C81E5;word-break:break-word;;\">Pitchbox<\/a><\/p>\n<\/li>\n<\/ul>\n<\/div>\n<div style=\"padding:25px;\">\n<div style=\"margin: 0 auto; border-top: 1px solid #c0c0c0; width:100%;\"><\/div>\n<\/div>\n<div>\n<h2 style=\"color:#222222;color:var(--wt-text-on-background-color) !important;font-family:'Roboto',-apple-system,BlinkMacSystemFont,Tahoma,sans-serif;font-size:24px;font-weight:Bold;line-height:36px;margin:0;text-align:left;\"><b>Recommended resources and tools&#x1F4DA; &#x1F6E0;&#xFE0F;<\/b><\/h2>\n<\/div>\n<div>\n<h4 style=\"margin: 0\"><b>1. <\/b><a class=\"link\" href=\"https:\/\/venturebeat.com\/ai\/marketing-software-anyword-adds-integrations-to-chatgpt-notion-ai-and-canva-ai\/?utm_source=aimarketingschool.beehiiv.com&amp;utm_medium=referral&amp;utm_campaign=sap-s-cmo-shares-her-thoughts-on-generative-ai\" target=\"_blank\" rel=\"noopener noreferrer nofollow\" style=\"-webkit-text-decoration:underline #2C81E5;color:#2C81E5;text-decoration:underline #2C81E5;word-break:break-word;;\">Marketing software Anyword adds integrations to ChatGPT, Notion AI, and Canva AI<\/a><\/h4>\n<\/div>\n<div>\n<p><a class=\"link\" href=\"https:\/\/anyword.com\/?utm_source=aimarketingschool.beehiiv.com&amp;utm_medium=referral&amp;utm_campaign=sap-s-cmo-shares-her-thoughts-on-generative-ai\" target=\"_blank\" rel=\"noopener noreferrer nofollow\" style=\"-webkit-text-decoration:underline #2C81E5;color:#2C81E5;text-decoration:underline #2C81E5;word-break:break-word;;\">Anyword<\/a>, a marketing copywriting AI tool trained on on two billion datapoints from marketing copy across industries, now integrates directly with some of the world&#x2019;s biggest AI tools. <\/p>\n<\/div>\n<div>\n<h4 style=\"margin: 0\"><b>2.<\/b>&#xA0;<a class=\"link\" href=\"https:\/\/www.forbes.com\/sites\/benjaminlaker\/2023\/07\/19\/how-ai-is-redefining-marketing-strategy-for-the-data-driven-age\/?utm_source=aimarketingschool.beehiiv.com&amp;utm_medium=referral&amp;utm_campaign=sap-s-cmo-shares-her-thoughts-on-generative-ai\" target=\"_blank\" rel=\"noopener noreferrer nofollow\" style=\"-webkit-text-decoration:underline #2C81E5;color:#2C81E5;text-decoration:underline #2C81E5;word-break:break-word;;\">AI Redefining Marketing Strategy Creates Big Implications For Leaders<\/a><\/h4>\n<\/div>\n<div>\n<p> The traditional A-I-D-A sales funnel is dying, with the SaaS bow tie model likely to replace it. Using AI, big data, and predictive analytics will play vital in nurturing long-lasting customer relationships. <\/p>\n<\/div>\n<div>\n<h4 style=\"margin: 0\"><b>3.<\/b>&#xA0;<a class=\"link\" href=\"https:\/\/twitter.com\/NathanLands\/status\/1681982355295338496?utm_source=aimarketingschool.beehiiv.com&amp;utm_medium=referral&amp;utm_campaign=sap-s-cmo-shares-her-thoughts-on-generative-ai\" target=\"_blank\" rel=\"noopener noreferrer nofollow\" style=\"-webkit-text-decoration:underline #2C81E5;color:#2C81E5;text-decoration:underline #2C81E5;word-break:break-word;;\">The best AI videos<\/a><\/h4>\n<\/div>\n<div>\n<p><a class=\"link\" href=\"https:\/\/twitter.com\/NathanLands?utm_source=aimarketingschool.beehiiv.com&amp;utm_medium=referral&amp;utm_campaign=sap-s-cmo-shares-her-thoughts-on-generative-ai\" target=\"_blank\" rel=\"noopener noreferrer nofollow\" style=\"-webkit-text-decoration:underline #2C81E5;color:#2C81E5;text-decoration:underline #2C81E5;word-break:break-word;;\">Nathan Lands<\/a> lists some of the best AI videos that have emerged in recent months, claiming AI could &#x201C;eventually disrupt Hollywood&#x201D;. <\/p>\n<\/div>\n<div style=\"padding:25px;\">\n<div style=\"margin: 0 auto; border-top: 1px solid #c0c0c0; width:100%;\"><\/div>\n<\/div>\n<div>\n<p><span style=\"font-size:0.8rem;\"><i>Thanks so much for reading. With the abundance of content on the internet, your attention means a lot. If you have any suggestions or feedback on how we can improve the newsletter, please shoot us a reply. We&#8217;d love to hear from you! <\/i><\/span><\/p>\n<\/div>\n<div>\n<p><span style=\"font-size:0.8rem;\"><i>Until next time. Happy marketing.<\/i><\/span><\/p>\n<\/div>\n<div>\n<p><span style=\"font-size:0.8rem;\"><i>Tom and Charlie<\/i><\/span><\/p>\n<\/div>\n<div style=\"padding-left:15px;padding-right:15px;\">\n<div style=\"padding-bottom:20px;padding-left:0px;padding-right:0px;padding-top:20px;\"><img decoding=\"async\" alt=\"\" style=\"margin:0 auto 0 0;width:30%;\" src=\"https:\/\/s0tq60ke.modx.dev\/wp-content\/uploads\/2025\/09\/New_Project.png\"><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Welcome to AI Marketing School, where we&#x2019;re helping marketers harness AI to its full potential. &#xA0; Forward this email over to your favorite marketing pals or&#xA0;sign them up here. AI Marketing School Newsletter #41 SAP&#x2019;s CMO shares her thoughts on generative AI Enterprise software giant SAP has dipped its toes into using generative AI for [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":246,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[27],"tags":[],"ppma_author":[26],"class_list":["post-176","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-newsletter-archive","author-samjeans"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>SAP\u2019s CMO shares her thoughts on generative AI \ud83e\udd14 | AI for Marketers Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/artificialintelligencesummit.com\/blog\/p\/saps-cmo-shares-thoughts-generative-ai\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"SAP\u2019s CMO shares her thoughts on generative AI \ud83e\udd14 | AI for Marketers Blog\" \/>\n<meta property=\"og:description\" content=\"Welcome to AI Marketing School, where we&#x2019;re helping marketers harness AI to its full potential. &#xA0; Forward this email over to your favorite marketing pals or&#xA0;sign them up here. AI Marketing School Newsletter #41 SAP&#x2019;s CMO shares her thoughts on generative AI Enterprise software giant SAP has dipped its toes into using generative AI for [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/artificialintelligencesummit.com\/blog\/p\/saps-cmo-shares-thoughts-generative-ai\/\" \/>\n<meta property=\"og:site_name\" content=\"AI for Marketers Blog\" \/>\n<meta property=\"article:published_time\" content=\"2023-07-21T16:18:20+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-08-07T17:54:33+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/artificialintelligencesummit.com\/blog\/wp-content\/uploads\/2025\/09\/00AI-advertising-superJumbo.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1292\" \/>\n\t<meta property=\"og:image:height\" content=\"727\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Sam Jeans\" \/>\n<meta name=\"twitter:card\" 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Summit\",\"url\":\"https:\\\/\\\/artificialintelligencesummit.com\\\/blog\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/artificialintelligencesummit.com\\\/blog\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/artificialintelligencesummit.com\\\/blog\\\/wp-content\\\/uploads\\\/2025\\\/12\\\/AI-marketers-blog-logo.png\",\"contentUrl\":\"https:\\\/\\\/artificialintelligencesummit.com\\\/blog\\\/wp-content\\\/uploads\\\/2025\\\/12\\\/AI-marketers-blog-logo.png\",\"width\":468,\"height\":88,\"caption\":\"AI for Marketers Summit\"},\"image\":{\"@id\":\"https:\\\/\\\/artificialintelligencesummit.com\\\/blog\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/www.linkedin.com\\\/showcase\\\/ai-for-marketers-summit\\\/\"]},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/artificialintelligencesummit.com\\\/blog\\\/#\\\/schema\\\/person\\\/b24ed988e28aa8143b188798b98d4378\",\"name\":\"Sam 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My work explores how AI is changing the way brands create content, reach audiences, and compete for visibility across both traditional search and AI-driven platforms. I\u2019ve also helped develop AI-led ranking techniques used by organizations including Apple, Waymo, and Forrester. My broader writing and marketing experience spans SaaS, enterprise technology, machine learning, and Web3, with published work for organizations including Gartner, Panasonic, Epicor, and The Independent. 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