Liz Salway (UK)

CMO as Chief Machine Officer? Leading the AI Revolution in Marketing

Redefining Leadership and Growth in the Age of Intelligent Automation

Summary

As AI rapidly transforms the marketing landscape, the CMO’s role is evolving from brand steward to architect of enterprise-wide, AI-driven growth. Today’s CMO is uniquely positioned to bridge technology, data, and creativity—leading cross-functional teams to deliver trust, personalisation, and agility at scale. In this session, Empathy Lab explores how forward-thinking CMOs are embracing their new mandate as “Chief Machine Officers,” orchestrating AI-powered strategies that deepen customer loyalty and drive measurable business impact. Featuring real-world examples from Mars and Reckitt, discover how to seize this moment and lead your organization into the future of marketing.

Biography

Liz is a senior digital leader with 20+ years experience in regional and global roles spanning marketing and advertising. For the last decade, she’s been advising brands on how to in-house their marketing data, analytics and business insights to power better consumer acquisition and retention strategies. Liz brings a rare 360° perspective to the evolving marketing landscape, having worked on the media owner side, within advertising technology companies, as well as at global media agencies and CPG companies. She is passionate about combining the power of data and AI with empathy and human insight, helping brands not only achieve organizational and financial efficiency but also create more meaningful, customer-focused experiences.