Today, we have the pleasure of interviewing Velinda Cox, SVP eCommerce and Agile Chief Product Owner, a leader who has successfully driven the global integration of artificial intelligence, revolutionizing go-to-market strategies and redefining the entire customer journey. With her strategic vision, Velinda has led significant transformations, earning recognition such as the European Innovation Award for a sales evolution program.
We will talk with her about innovation, leadership, and how AI and Agile methodologies can shape the future of business in an increasingly digital and customer-centric world.
Interviewer: Hi Velinda, thanks for being here with us today. Let’s talk about the impact of AI in marketing and how it’s becoming a catalyst for innovation. How can companies adapt to these new technologies?
Velinda Cox: Hi, thank you for having me! It is truly Aan honer. I truly believe AI is revolutionizing Marketing as we have known it. It is certainly a powerful ally, but to fully leverage it, companies need a solid digital strategy. This includes investing in digital skills and promoting a data-driven culture. Only then can they effectively tackle the challenges ahead.
Interviewer: You mentioned more efficient resource management in lead generation thanks to AI. Can you elaborate on this aspect?
Velinda Cox: Absolutely! AI allows for optimizing lead generation processes by identifying potential customers more accurately and automating interactions. This not only improves efficiency but also enables teams to dedicate resources to more strategic and creative approaches. It is a double value, more effective targeting that gives you the ability to better scale resources for more value creation.
Interviewer: What about the tech stack? What is the impact of AI on this?
Velinda Cox: Integrating AI into the tech stack is crucial. Companies must be ready to invest in tools that support data analysis and personalization. An effective tech stack not only facilitates AI implementation but also allows for real-time data collection and analysis, which is essential for responding swiftly to market needs. Leaders can make better decisions quicker and this can provide better business results.
Interviewer: Let’s talk about personalization. How can companies manage customer expectations in such a digitalized world?
Velinda Cox: Personalization is now a requirement, not an option. Customers expect tailored experiences, and AI enables us to deliver this at an unprecedented scale. However, we must remember that, fundamentally, people are still people. Human connection is essential, and companies need to balance automation with a human touch.
Interviewer: You mentioned “scale and focus.” What’s your take on this topic?
Velinda Cox: It’s crucial to find a balance between speed and audience focus. Companies need to learn to identify their high-value potential audience and avoid wasting resources on ineffective exposures. AI can help maximize ROI, but only if guided by a clear strategy.
Interviewer: What do you see as the main challenges companies face with AI adoption?
Velinda Cox: There are many challenges, but the primary ones are the need for a data-driven culture and the ability to measure results effectively. Companies must be ready to learn, adapt, and cultivate an environment of continuous innovation. AI requires an ongoing evolution of expectations and strategies. And leaders need a growth mindset to learn and experiment with these game changing tools.
Interviewer: Last question: how do you see the future of marketing in an AI-dominated era?
Velinda Cox: I believe we are witnessing a radical shift. What was once deemed impossible is now the expectation. However, like in the animal kingdom, where some species become extinct while others adapt, technology is evolving. Companies that embrace this evolution will thrive. The key will always be our ability to combine technology with humanity and keep the mindset of that constant evolutional change is needed.
Interviewer: Thank you so much, Velinda! It’s been a pleasure discussing these current and important topics with you.
Velinda Cox: Thank you! It’s been a pleasure to share my thoughts.