think ahead: AI-ready marketing: The next shift in digital marketing strategy

The digital marketing landscape is evolving at an unprecedented pace, with AI, automation, and data-driven strategies redefining how brands connect with consumers. How can businesses adapt and stay ahead in this rapidly changing environment? Host, and Professor of Economics, Dean of London Business School, Sergei Guriev is joined by Xu Zhang, Assistant Professor of Marketing, and Alex Schultz, CMO & VP of Analytics at Meta, to explore the next evolution of digital marketing. Together, they break down the key strategies businesses need to embrace to become AI-ready, from leveraging predictive analytics to overcoming data fragmentation. In this episode, our guests share best practices, discuss the challenges of AI adoption, and highlight the ethical considerations of automation in marketing. Listeners will gain a deeper understanding of how AI-driven search, hyper personalisation, and advanced marketing measurement are reshaping the industry. Plus, we explore what the future holds—new skills, inclusive marketing, and the evolving role of AI in customer engagement. Whether you're a marketing leader, business strategist, or just curious about the next big shift in digital marketing, this episode offers a practical roadmap for navigating the AI revolution. For more thought leadership and business insights from London Business School faculty and alumni, visit ⁠london.edu/think⁠.  Sign up to receive a curated selection of articles, podcasts and films direct to your inbox twice a month at ⁠london.edu/think/subscribe⁠.  Follow us on social media:  ⁠X.com/LBS⁠  ⁠linkedin.com/school/london-business-school⁠  ⁠facebook.com/LondonBusinessSchool⁠