OpenAI on what every CMO needs to know about AI with BCG

In this episode, Mark Abraham, Managing Director and Senior Partner at BCG, joins Elke Karskens, Head of International Marketing at OpenAI to explore how AI is already transforming marketing and what's coming next. We discuss OpenAI's remarkable growth, the launch of its first advertising campaign, and how marketers can prepare for a future where AI is embedded across every function.

The conversation covers how brands can increase their visibility in ChatGPT, the opportunities created by tools like Codex, the skills tomorrow's CMOs will need, and why the real value of AI isn't just efficiency, it's effectiveness.

This episode has been produced in partnership with BCG. Browse their CMO Report here:

https://www.bcg.com/publications/2026/making-the-agentic-marketing-transformation-a-reality

Timestamps

00:00 - Start

01:16 - Open AI’s meteoric rise

02:07 - Breakthrough moments for OpenAI

03:04 - How have Open AI scaled so quickly

04:49 - What will be led by humans and what will be led by AI in 5 years

06:09 - Open AI’s impressive first ad campaign

08:32 - Launch of the Open AI advertising platform