Lenovo’s CMO on why it’s critical for marketing to have a ‘firm seat’ at the product table
Lenovo is looking to add a human touch to its marketing as its first wave of AI-powered laptops hit shelves.
It is fairly easy to make the case from a business perspective as to why adopting AI will be critical to future growth. Not just in marketing, but across the business. This hasn’t been quite so simple when it comes to making the case for why consumers should care about adopting AI into their day-to-day lives. Tech companies need to find a reason for consumers to care – especially considering the amount of money being invested.
That was the challenge for Lenovo’s global vice-president and CMO of its Intelligent Devices Group, Emily Ketchen, as the business launched its AI-powered laptop range in September. Her answer? To put humanity back at the heart of AI. “We’ve taken the idea of our [brand platform] ‘Smarter Technology for All’ and brought it to ‘AI for All’. We’re putting the individual at the centre of the discussion and showing how AI can really benefit you,” Ketchen tells Marketing Week.
