Top Marketers on AI, Gen Z & Trust

In the rapidly shifting landscape of modern marketing, a new, powerful force is rewriting the rules of engagement: artificial intelligence. Once viewed with a mixture of awe and apprehension, AI is no longer a futuristic concept but a present-day catalyst for innovation. For marketing leaders, the central challenge has become a delicate balancing act—how to leverage AI's immense power to connect with younger, discerning audiences like Gen Z, without sacrificing the authenticity and brand purpose that these consumers demand.

This very topic became the focal point of a recent, high-level discussion at the Fortune Most Powerful Women Summit, where top executives from leading brands pulled back the curtain on their AI strategies. The consensus was clear: while anxieties about job displacement and algorithmic detachment persist, the industry's pioneers are reframing the narrative. They see AI not as a replacement for human creativity, but as an indispensable tool for enhancing it, driving personalization, and forging deeper, more meaningful connections with the next generation of consumers.

The insights shared reveal a strategic playbook for navigating this new era—one where data-driven precision must coexist with genuine human empathy, and where the most successful brands will be those that master the art of this complex new partnership.

The Culture Shift: From AI Fear to Strategic Embrace

Before any algorithm can be implemented or any data set analyzed, the first hurdle for many organizations is internal. The fear that AI is "coming for my job" is a palpable sentiment in creative and strategic fields. Lisa Caputo, the executive vice president and chief marketing officer at The Travelers Companies, addressed this head-on, emphasizing that leadership's primary role is to demystify the technology and transform fear into curiosity.

"A lot of us get the, 'Oh no, [AI]'s coming for my job.' You really have to get your teams, your employees to not just embrace [AI], but understand it," Caputo stated. This highlights a crucial pivot from passive acceptance to active engagement. It's not enough for marketing teams to simply use AI-powered tools; they must comprehend the mechanics, the potential, and the limitations of the technology they are wielding. This cultural shift is foundational, requiring investment in training, open forums for discussion, and a top-down commitment to viewing AI as a collaborator rather than a competitor.

By fostering an environment of learning, companies empower their teams to ask the right questions and to envision novel applications for AI that align with their strategic goals. The objective is to cultivate a workforce that sees AI as a way to augment their skills, automate tedious tasks, and free up cognitive space for the high-level strategic thinking that humans excel at.

The New Frontier: Data-Driven Engagement on Untapped Platforms

Understanding and embracing AI internally unlocks the ability to use it effectively externally. For brands like Travelers, reaching younger demographics requires venturing onto platforms where these audiences live and breathe. Caputo pointed to the company's initiatives on Twitch as a prime example of this forward-thinking approach, noting that their efforts are executed in "highly data-driven ways."

This is where AI's power becomes tangible. Platforms like Twitch generate a staggering amount of real-time data on user behavior, engagement, and sentiment. AI can analyze this complex information at a scale and speed no human team could match, identifying micro-trends, optimizing content delivery, and personalizing messaging for specific communities. It allows a legacy brand like Travelers to enter a space dominated by gaming and youth culture with an authentic, informed voice, rather than appearing as an out-of-touch intruder.

This relentless pace of change is the new normal. As Caputo shared from a recent conversation, "'Forget what you know—learn this. And in a year, you'll have to forget that and learn again.'" This statement encapsulates the agility required of modern marketers. The platforms, the algorithms, and the best practices are in a constant state of flux, and AI is both the driver of this change and the tool required to keep pace with it.

The Authenticity Paradox: AI as a Human-Centric Tool

Perhaps the most compelling application of AI in marketing is its ability to facilitate profoundly human experiences. This seems paradoxical, yet it's being proven in real-world scenarios. Margaret Richardson, chief marketing and corporate affairs officer at GoFundMe, provided a powerful case study. GoFundMe's platform is built on the foundation of personal stories and emotional vulnerability, making authenticity paramount.

Richardson explained that GoFundMe is partnering with Sierra AI, a customer service assistant, to help users overcome a common but significant hurdle: writing the fundraiser headline. "The headline of a fundraiser is often where people get stuck," she said. In a moment of crisis or need, the pressure to perfectly articulate one's story can be paralyzing. AI steps in not to write the story, but to help the user start it. It offers suggestions, removes the friction of the blank page, and empowers individuals to find their voice.

"It's been a real game changer—but one that still preserves authenticity," Richardson affirmed. "The credibility and human dignity of someone telling their own story about what matters most to them remains the foundation of trust." This is a masterful application of AI. It doesn't replace the core human element; it supports it. The technology serves as a compassionate assistant, enabling users to share their authentic narratives more quickly and effectively, ultimately strengthening the human connection that powers the platform.

The Human Imperative: Guiding AI from a 'B-Minus' to an 'A'

For all its capabilities, AI is not an infallible oracle. It is a tool, and like any tool, its output is only as good as the person guiding it. This critical point was eloquently articulated by Carolyn Sakstrup, executive vice president and chief growth and generosity officer at Thrivent. Her assessment of AI's current power is both pragmatic and insightful.

"AI will get you to a B-minus really fast—but sometimes an F," Sakstrup commented. "You still have to be the person who makes sure it gets to an A." This single quote cuts through the hype and provides a clear-eyed view of AI's role in the creative process. It can generate drafts, analyze data, and produce competent work with incredible speed. However, it lacks the nuance, the strategic foresight, the ethical judgment, and the brand-specific voice that an experienced professional provides.

The human marketer's role is evolving into that of an editor, a strategist, and a conductor. They are responsible for providing the right prompts, evaluating the output critically, and infusing the final product with the creativity, empathy, and polish that elevates it from mediocre to exceptional. The "A" grade comes from the human touch—the final 10% of effort that AI cannot replicate. This underscores that expertise and critical thinking are becoming more, not less, valuable in the age of AI.

Beyond the Screen: AI's Role in the Physical Customer Experience

While much of the conversation around marketing AI focuses on digital channels, its application extends far into the physical world, reshaping the in-person customer experience. Sonya Gafsi Oblisk, chief merchandising and marketing officer at Whole Foods, explained how the company is integrating AI to enhance its core mission of providing exceptional in-store service.

"Our goal is to use AI as a way to help raise the bar on customer service throughout the store," Oblisk stated. This vision moves AI beyond the marketing department and embeds it into daily operations. For team members, AI can optimize inventory, streamline tasks, and provide quick access to product information, freeing them up to engage more meaningfully with shoppers. For customers, the applications are vast and directly tied to the brand's promise.

Oblisk elaborated on the brand's philosophy: "We've always said we want to make grocery shopping faster, easier, and more affordable, and there are countless AI solutions helping customers find what they want online, build baskets more quickly, and get ideas and inspiration." This seamless integration of online and in-store experiences, powered by AI, represents the future of retail. It's about using technology to remove friction and add value at every touchpoint, whether a customer is building a shopping list at home or looking for a specific ingredient in aisle seven.

The message from these industry leaders is unified and clear. Artificial intelligence is not a silver bullet, nor is it a harbinger of obsolescence for marketing professionals. It is a transformative technology that, when wielded with strategic intent, cultural preparedness, and unwavering respect for human authenticity, can unlock unprecedented levels of personalization and connection. The challenge for brands is not simply to adopt AI, but to integrate it thoughtfully into their purpose, empowering their teams to guide it from a functional tool to a true engine of growth and generosity.