CMOs need to show results, but they also need inspire their brand and teams, says Meta's Alex Schultz
Meta's Alex Schultz said that some brands will never use AI for creative work, but most will use some, calibrated to their community and message.
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."
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