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What happens to marketing when AI can translate, create and optimise at a scale we've never seen before? In this episode of Tomorrow, the Future Forum, Oli Barrett MBE speaks with Martina McDonnell, International Marketing Director at Meta, about the future of marketing, AI, global brands, creators, cultural relevance and the importance of human connection. Martina explains why AI is becoming a powerful "thought partner" for marketers — but why human judgement, critical thinking and cultural insight remain essential. They explore how global brands can maintain a consistent identity while adapting to local markets, and why understanding customers may actually matter more than ever in the age of AI. The conversation also explores the creator economy, Meta's approach to supporting businesses of all sizes, business messaging across WhatsApp, Instagram and Facebook, marketing measurement, incrementally, revenue growth and the changing role of the CMO. Martina also shares why proximity to customers could become an increasingly important part of the marketer's role as technology and AI capabilities continue to advance. Want to take these conversations further? Join us at our Future Forum event, bringing together ambitious thinkers, creators, entrepreneurs and leaders to explore the ideas shaping the future. Find out more about the event, tickets and much more here: https://futureforum.co We'd love to see you there. *About the Podcast* The Future Forum podcast brings together leaders, thinkers and innovators to explore the ideas shaping tomorrow. For more information, head to www.futureforum.co Each episode explores the intersection of leadership, technology, creativity and systems thinking. 🔔 Subscribe for more conversations about the future of leadership, innovation and creativity. *Chapters* 00:00 The Future of Marketing Is AI-Powered 01:45 How AI Is Changing Marketing 02:35 Why Understanding People Matters More Than Ever 03:39 Global Brands vs Local Culture 05:12 How Meta Adapts Global Campaigns 06:09 Helping Small Businesses Grow 08:37 How AI Is Changing Small Business 09:52 The Future of Business Messaging 11:35 Beyond Advertising: Meta's Business Model 12:23 Can Global Brands Think Locally? 12:58 The Rise of the Creator Economy 14:50 Are Creators Ready for AI? 16:13 Why Reach Isn't Enough 16:42 The Importance of Marketing Incrementality 18:17 Measuring Revenue and Marketing ROI 19:29 Can You Measure Trust? 20:49 Why CMOs Need a Seat at the Top Table 21:43 Will AI Make Marketing Too Similar? 23:52 Cultural Relevance: HSBC, McDonald's & Apple 27:04 Hiring People Better Than You 28:14 The Future Marketer Needs Customer Proximity 31:03 Why Human Connection Matters 32:26 Giving Creators Freedom to Be Authentic 33:26 How Small Businesses Can Go Global 36:09 Democratising Marketing With AI 37:19 Martina's Message to the Future 37:52 The Future Forum Takeaway
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