Bain CMO Erika Serow: AI strategy has matured from abstract talk to business-focused execution
By
Julia Hood
Summary
Bain CMO Erika Serow, interviewed at the 2026 Cannes Lions Festival, discusses how the CMO role requires balancing creativity, measurement/accountability, and technology deployment. She notes that AI conversations have matured — clients are no longer discussing AI abstractly but are focused on how it helps meet specific business objectives.
Source
bskyBain CMO Erika Serow: AI strategy has matured from abstract talk to business-focused executionbusinessinsider.comKey quotes
· 2 pulledIt's about incredible creativity, it is about great measurement and confidence in how money is getting spent, and it's about figuring out how to deploy technology to help you.
That's a really tough basket of goods.
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