#593: Integrating AI into enterprise marketing operations with Adam Brotman, Forum3

The Agile Brand with Greg Kihlstrom

The Agile Brand

Business, Marketing

5 • 2.7K Ratings

🗓️ 25 October 2024

⏱️ 34 minutes

🔗️ Recording | iTunes | RSS

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Summary

AI itself isn’t a goal. In the enterprise, marketers that effectively integrate artificial intelligence into their operations in meaningful ways will start to see the tangible returns that leaders in the space are already realizing. Today we’re going to talk about the reality of AI adoption in the enterprise, and how marketers should be thinking about a workplace where humans and AI agents are working together. To help me discuss this topic, I’d like to welcome Adam Brotman, Co-Founder and Co-CEO, Forum3. Adam Brotman is co-founder and co-CEO of Forum3. Previously, he was president, chief experience officer, and co-CEO at J.Crew, where he launched the widely successful J.Crew Rewards program. At Starbucks, he was the inaugural chief digital officer and evp, global retail operations, developing the payment, ordering, and loyalty platform which amassed 60 million members. He has been recognized as one of Fast Company's 100 Most Creative People and CDO Club’s CDO of the Year. He serves on the boards of Ruby Tuesday and Cabi, and has held board positions at Neiman Marcus Group and Brooks Running. He is the co-author of AI First, in collaboration with Harvard Business Review, and received his bachelor’s degree from UCLA and JD from The University of Washington School of Law. RESOURCES Forum3 website: https://www.forum3.com/ Spok website: https://www.spok.app/ Wix Studio is the ultimate web platform for creative, fast-paced teams at agencies and enterprises—with smart design tools, flexible dev capabilities, full-stack business solutions, multi-site management, advanced AI and fully managed infrastructure. https://www.wix.com/studio Attend the Mid-Atlantic MarCom Summit, the region's largest marketing communications conference. Register with the code "Agile" and get 15% off. Register now for HumanX 2025. This AI-focused event which brings some of the most forward-thinking minds in technology together. Register now with the code "HX25p_tab" for $250 off the regular price. Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstrom Don't miss a thing: get the latest episodes, sign up for our newsletter and more: https://www.theagilebrand.show Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://www.teksystems.com/versionnextnow The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company

Transcript

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0:00.0	The Agile Brand.
0:02.0	Welcome to season 6 of the Agile Brand, where we discuss marketing technology and customer experience trends, insights, and ideas with enterprise and technology platform leaders.
0:18.0	We focus on the people, processes, data, and platforms that make brands successful, scalable, customer-focused and
0:25.0	sustainable. This is what makes an agile brand. I'm your host, Greg Kielstrom,
0:29.5	advising Fortune 1000 brands on Martek, marketing operations, and CX, best-selling author and speaker.
0:36.2	The Agile Brand Podcast is brought to you by Tech Systems, an industry leader in full-stack technology
0:41.4	services, talent services, and real-world application.
0:45.0	For more information go to TECSystem.com.
0:49.0	Now let's get on to the show.
0:58.7	AI itself isn't a goal. In the enterprise, marketers that effectively integrate artificial intelligence into their operations in meaningful ways will start to see the tangible returns that leaders in this space are already realizing.
1:05.7	Today we're going to talk about the reality of AI adoption in the enterprise and how marketers should be thinking about a workplace where humans and AI agents are working together.
1:16.0	To help me discuss this topic, I'd like to welcome Adam Brottman, co-founder and co-ceo at Forum 3.
1:22.0	Adam, welcome to the show. Thanks for having me. I'm excited to talk to you.
1:26.0	Yeah, looking forward to this. Yeah, and I caught you at MayCon this year in Cleveland and you know a lot of what you were saying resonated and you know just wanted to
1:36.9	Get you get you on the show and share some of what you were talking about with with my audience as well and you know to that end why don't we
1:44.8	start with you giving a little background on yourself and what you're
1:48.3	currently doing. Yeah so my my background is kind of varied.
1:53.9	I mean, if you go all the way back,
1:55.4	I've been an entrepreneur in digital
1:59.2	or an operator in executive in digital my whole career and I'd say, you the most pertinent elements of my background for this
2:07.1	talk are I was chief digital officer at Starbucks for about 10 years where my team and I led the mobile
2:16.0	app and loyalty program and mobile ordering and payment and whatnot and then I went off
	...

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