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.