AI alone won't transform your marketing
ITG CEO Andrew Swinand examines the role of leadership as a catalyst for marketing transformation, and how CEOs can lay the foundation for effective and lasting change in the age of AI.
I've always believed the hardest part of transformation isn't the technology. It's the will. The conviction to say, “We're going to change how this company works – and I'll lead from the front.”
According to PwC, 59% of CEOs are now personally sponsoring transformation projects.
Change management vs. change leadership
Change management is essential. It brings structure, timelines, and tangible milestones.
But change leadership is what makes transformation stick. It's the energy that turns process into progress.
An AI-enabled backbone for operational change
AI is the biggest accelerant to marketing performance I've seen. But AI without an operational backbone becomes theatre.
That's why a Content Marketing Platform (CMP) – in our case, Storyteq – matters. We're embedding leading generative models directly into Storyteq's operating fabric, including an integration of Adobe Firefly. It's not “AI on the side.” It's AI inside the system of work.
The CEO's job: Set the culture, model the values, make it real
Tools don't transform companies. Cultures do. And culture changes when leaders go first.
Three moves I've found effective:
- Name the north star. In plain language.
- Wire it into the work. Bake new behaviors into rituals.
- Celebrate progress publicly. Recognize the teams.
What this looks like with clients
One of the best examples is our work with John Lewis Partnership. Together we've built a new content production capability. The goal isn't just more assets. It's better operations.
Why the CEO must lead
- Champion the backbone.
- Invest in skills.
- Make outcomes the metric.
- Lead visibly.
Are you ready to lead from the front?