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AI won't save advertising, says Digitas' Amy Lanzi | Decoder, Sonic AI
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Decoder with Nilay Patel
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AI won't save advertising, says Digitas' Amy Lanzi | Decoder
Decoder with Nilay Patel
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Jul 2, 2026
•
53:57
Interview
AI won't save advertising, says Digitas' Amy Lanzi | Decoder
From
Decoder
Nilay Patel
(Host, Decoder & Editor-in-Chief, The Verge)
•
Christie Argelon
(Guest)
•
Amy Lanzi
(CEO, Digitas North America)
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Executive Summary
The role of the Chief Marketing Officer (CMO) is evolving into a Chief Growth Officer (CGO), shifting focus from campaigns to driving measurable commercial outcomes and requiring a systems-based approach to marketing.
AI is viewed as an augmentation tool to enhance human creativity and efficiency, not a replacement for storytellers.
This pragmatic approach mirrors the evolution of programmatic advertising, which automated processes but still required human oversight.
The creator economy is maturing into a significant commerce channel, with creators like MrBeast operating as enterprise-level businesses and platforms like TikTok Shops enabling direct purchasing, shifting marketing budgets away from traditional creative.
Brands face increasing threats from tech platforms like Amazon and Google, prompting a strategic reinvestment in owned assets like corporate websites, which are being rebuilt as structured "knowledge sites" to control brand narratives in an AI-driven search environment.
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AI as Augmentation, Not Replacement
The Evolution of the CMO to CGO
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Processed Jul 2, 2026
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