When Common Motors (GM) kicked off a advertising and marketing overhaul in early 2024, the workforce rapidly zeroed in on one factor: AI needed to be on the heart, driving a change set to redefine the subsequent decade.
Molly Peck, then CMO of Buick and GMC, had simply stepped into the function of chief transformation officer, tasked with revamping GM’s content material technique and company relationships.
The ensuing mannequin, introduced the identical June, introduced technique, insights, and information in-house whereas persevering with to outsource model concepts to artistic companies.
“We wished to take larger possession of our manufacturers, of our information, of our imaginative and prescient, of our technique,” Peck recalled.
