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Building an AI-first company: What these two business leaders learned from top experts in the field

GeekWire

GeekWire

Technology, Tech News, News

4.4116 Ratings

🗓️ 16 August 2025

⏱️ 50 minutes

🧾️ Download transcript

Summary

Our guests this week: Adam Brotman and Andy Sack, co-authors of the book AI First: The Playbook for a Future-Proof Business and Brand

Brotman was Starbucks’ chief digital officer and later co-CEO of J.Crew. Sack is a founder, investor, and longtime advisor to tech leaders. Together, they run Forum3, a company that helps brands rethink loyalty and customer engagement.

For their book, they interviewed experts including Bill Gates, Sam Altman, Reid Hoffman and Ethan Mollick, and spent time with companies that have had early success with AI implementation.

We talk about their "holy sh*t" moment with Sam Altman, how Moderna achieved 80% employee participation through AI contests, the CEO who supercharged sales by using AI to analyze call transcripts, and what leaders should actually be doing to roll out AI within their organizations.

With GeekWire co-founder Todd Bishop.

See omnystudio.com/listener for privacy information.

Transcript

Click on a timestamp to play from that location

0:00.0

This Geekwire podcast is brought to you by BECU. Stay tuned to the break as Brian Westbrook

0:06.0

interviews BECU's Stacey Black for today's money hack about financial strategies for navigating

0:12.5

unexpected career change. For more money hacks, check out geekwire.com slash BECU.

0:19.8

The last couple of days have been bumpy, right, in terms of like compute capacity at Chatsubit

0:25.5

and you're right.

0:26.3

You know, you kind of have to lean in, but you can't just expect this thing to be a straight

0:30.5

line.

0:31.0

It's like you're describing an employee who's coming in from the weekend with a hangover.

0:34.9

Let's hope it doesn't start drinking.

0:49.2

Yeah. in from the weekend with a hangover. Let's hope it doesn't start drinking. Welcome to Geekwire. I'm Geekwire co-founder Todd Bishop. My guests today are Adam Brotman and Andy Sack, co-authors of the book AI First, the playbook for a future-proof business and brand.

0:56.0

Adam Brotman was Starbucks chief digital officer and later co-CEO of J.Crew.

1:01.1

Andy Sack is a founder, investor, and longtime advisor to tech leaders, and together they run Forum 3,

1:07.0

a company that helps brands rethink loyalty and customer engagement.

1:11.1

Their book argues that the winners in this era will be truly AI first, human plus machine,

1:17.2

co-pilots and agents baked into the work.

1:19.7

We're going to talk about their holy shit moment with Sam Altman, the banker who did a week's

1:23.9

worth of work in 36 hours and what leaders should actually be doing.

1:28.9

Adam and Andy, it's great to have you here.

1:30.8

Todd, so great to be here in person.

1:33.1

Great to be here.

1:33.9

That's right.

1:34.3

So I've got Andy in the office in Fremont in Seattle.

...

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