AI is Not Intelligent Without Human Help (Aude Gandon, Estée Lauder)

At the heritage beauty house Estée Lauder, marketing is led by a re-inventor, who refuses to draw any line between marketing and digital: "Everything is digital," says Global Chief Digital and Marketing Officer Aude Gandon.

However, Aude argues that there is a risk of becoming overly reliant on technology to do the job. For her, the tools only get smart when a marketer who actually knows the craft does the briefing.

"AI is not expertise," she says. "Only the marketer knows what to feed the AI with. And if we don't do it that way, it's going to be garbage in, garbage out and everybody's going to look the same."

Today on Building Better CMOs, Aude and Greg talk about how a luxury house takes real risks with creators and TikTok Shop; why young marketers still need to study and learn the fundamentals of their craft; and why, "Just because you don't fit in doesn't mean you don't belong." Plus: The merits of making lateral career moves.

Chapters:

0:00 Introduction

04:41 Lessons from the Tech World and YouTube's Evolution

12:31 Transforming Legacy Brands for Modern Consumers

14:08 Brand Prestige, or Digital Experimentation?

19:38 Fitting In vs. Belonging

21:27 Luxury Storytelling on Social Platforms

28:53 The Importance of Mentorship