E43 ￨ Keith Landis (Xebia) on unifying 18 brands and marketing with “AI cubed”

In this episode, Keith shares how he consolidated 18 separate brands into one unified Xebia identity, and what that taught him about change management and stakeholder buy-in. He also opens up about what AI is really doing to the marketing function, introducing the concept of "AI cubed": marketing about AI, marketing with AI, and increasingly, marketing to AI - reshaping how B2B teams operate and where human oversight still matters most. And through all of it, Keith keeps coming back to storytelling. In a world where AI generates content at scale, genuine differentiation still comes from the humans behind the brand. He also touches on transatlantic marketing differences, the balance between Dutch pragmatism and American acceleration, and why some human experiences – concerts, vinyl, art – may be the ones AI never replaces.