How brands and agencies can get back their AI investment
If you’ve poured money into AI, it’s time to stop chasing innovation for innovation’s sake and start seeing a return.
If you’ve poured money into AI, it’s time to stop chasing innovation for innovation’s sake and start seeing a return. For brands and agencies, the trap is using AI to make more stuff. This usually adds more noise.
The real goal is to get back your investment. How to use AI to strip away the expensive and slow parts of the creative process? Is there a way to move from paying for hours to paying for impact?
Campaign and Marketing Week tackle this and more at a panel during Cannes Lions.
We explore:
AI is more cost efficient but is it more effective?
How to use AI to shift your team’s focus to impactful work that clients actually pay for?
What are the parts of the process that are 'busy work' that AI can take over?
Which human skills are still worth the big investment?
What are the possibilities with AI for brands and agencies?
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Emily Ketchen is Lenovo’s Chief Marketing Officer and Senior Vice President for the Intelligent Devices Group and International Markets. She leads global marketing strategy and execution across Lenovo’s Intelligent Devices Group and Motorola – driving growth in brand and product demand, customer insights, sponsorships, and creative direction. She also oversees marketing across international markets spanning EMEA, Asia Pacific, North America, and Latin America.
With over 30 years of experience, Emily has held senior leadership roles at HP, including Head of Marketing for the Americas and Regional Head of Marketing for Asia Pacific/Japan, where she built integrated marketing strategies and led global go-to-market initiatives. Earlier in her career, she held leadership positions at Publicis & Hal Riney, Grey San Francisco, Dell, Poppe Tyson/Bozell Advertising, Falcon Cable TV, and Iberia Airlines of Spain.
Emily is a Board Member of the Association of National Advertisers (ANA) and Outward Bound California. She was also recently recognized by Business Insider as among the 25 most innovative CMOs of 2025.
Fluent in Spanish and French, Emily holds a degree in International Relations from Pitzer College, part of the Claremont Colleges, and studied at the University of Paris, Sorbonne, and IEP.
She lives in San Francisco with her family.
Tatiana Ponce is Chief Marketing Officer & Research and Development at Natura, shaping the future of beauty through brand strategy, product innovation, regeneration and cultural relevance across Natura and Avon. With 25+ years of global experience at companies such as Beiersdorf, Colgate-Palmolive, Grupo Boticário and Reckitt Benckiser , she operates at the intersection of creativity, technology, and business growth. Her work has been recognized by Cannes Lions, Clio, Effie, Forbes among others.
Chris Wilhelmi is EVP, Global Head of Data & Media at Monks where he spearheads the company's differentiated data offering by integrating cutting-edge AI solutions into client marketing operations, ensuring transformative results across the marketing value chain.
Prior to his role at Monks, Chris served as Chief Data & Analytics Officer at UM. Deploying some of UM's most sophisticated analytic offerings, Chris oversaw analysis and insights across the full spectrum of campaigns and client projects - consulting on data, measurement, analytics tools and resources for brands to reach the right audiences, in the right places, at the right time. Chris's leadership was integral in charting scalable, best-in-class solutions that solved complex market challenges and drove business performance.
Working in marketing, media, analytics, and product experience across both Fortune 100 companies including American Express, General Mills, CVS Health, Charles Schwab, Sony Pictures, and start-ups for more than 20 years, Chris builds systems and solutions to impact revenue, drive innovation and forge product excellence for partners and brands.
Chris enjoys being at the nerve center of data working in media and the diversity of experiences and challenges that the advertising landscape affords him. When he's not solving complex data challenges, he enjoys exploring his creativity beyond the screen-cooking traditional BBQ and Brazilian dishes with his family, honing his woodworking craft, or practicing archery with his kids.
Prachi Gore is the Chief Marketing Officer at Asana, where she leads the company's global marketing strategy and brand development. Prachi brings extensive experience scaling product-led B2B organizations, having previously served as SVP and Chief Marketing Officer at Checkr, where she built the company's demand engine, elevated its brand, and launched its product-led growth business.
Prior to Checkr, Prachi led Marketing at SmartRecruiters, guiding the company's evolution from an SMB-focused product to a leading enterprise talent acquisition suite. Prachi is passionate about creating marketing that combines human creativity with rigorous, data-driven execution, and is committed to helping teams work more effectively and tell clearer stories. She holds an MBA in Marketing and Strategy from Washington University and a Bachelor of Engineering in Electronics from the University of Mumbai.
Paolo Mulè is SVP, Global Clients & Strategic Partnerships at Dailymotion Advertising, responsible for accelerating global brand partnerships and commercial growth across the company's video technology, audience activation, and creator-led solutions. He brings more than 15 years of experience in digital media, advertising technology, and international business development. Prior to joining Dailymotion, Paolo spent 14 years at Teads, where he led global key accounts and international sales initiatives, helping scale one of the industry's leading premium media platforms. Most recently, he served as Chief Revenue Officer at MOBKOI, overseeing revenue strategy and global commercial expansion.