CMOs need to show results, but they also need inspire their brand and teams, says Meta's Alex Schultz
Meta executive Alex Schultz discusses the evolving role of Chief Marketing Officers, emphasizing the need to balance data-driven results with team inspiration. He predicts that the most successful brand AI strategies will involve human-AI collaboration rather than purely automated content.
Why it matters
As AI integration becomes standard in corporate marketing, leadership roles are shifting toward managing the intersection of human creativity and machine efficiency.
Chief marketing officers are measured by results, not creativity or awards, and must do work that inspires the people in the company, says Meta's Alex Schultz. At the time of this interview, Schultz was CMO and VP of analytics. A few days after the 2026 Cannes Lions concluded, Meta announced that Schultz would become the company's first chief data officer, passing the CMO title to Denise Moreno . Schultz said there are three categories of brand AI use in the future — pure AI-only content, creators enabled by AI, and brands and creators who swear they will never use it. "The middle category will be the biggest," he said. "Pure human makes sense for some brands, but that middle bit of brands and humans enabled by AI will be the biggest." Read the original article on Business Insider
The article provides a professional perspective on industry trends without taking a partisan stance.
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