# The Google approach to marketing in the age of AI (with Google and BCG)

Page: https://stenobird.com/podcast/uncensored-cmo-257995/the-google-approach-to-marketing-in-the-age-of-ai-with-google-and-bcg
Text version: https://stenobird.com/podcast/uncensored-cmo-257995/the-google-approach-to-marketing-in-the-age-of-ai-with-google-and-bcg.md
Podcast: [Uncensored CMO](https://stenobird.com/podcast/uncensored-cmo-257995)
Published: 2026-07-06T00:00:00+00:00
Episode link: https://ucmo.transistor.fm/275
Audio file: https://media.transistor.fm/bb42ba31/635ebea5.mp3
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JSON: https://stenobird.com/v1/public/podcasts/uncensored-cmo-257995/episodes/the-google-approach-to-marketing-in-the-age-of-ai-with-google-and-bcg
Duration seconds: 2803

## Resource

In this episode, Josh Spanier from Google and Lauren Wiener from BCG join us to discuss how AI is transforming marketing, organisations, and the role of the CMO. From navigating the AI hype cycle to building the right culture for change, they share practical advice for leaders trying to turn AI from a buzzword into a genuine competitive advantage. We also explore the future skills marketers will need, the changing role of agencies, why marketing should lead AI transformation, and where the industry is likely to be just 12 months from now. This episode has been produced in partnership with BCG. Browse their CMO Report here: https://www.bcg.com/publications/2026/making-the-agentic-marketing-transformation-a-reality Timestamps 00:00 - Start 01:52 - Where are we in the AI hype cycle 04:48 - How are Google seeing AI impact businesses 06:50 - The difference between the CMOs who are getting it right and wrong 09:05 - The future of marketing in the age of AI 10:48 - The skills of the future CMO 16:41 - Why marketing needs to drive the change 19:18 - Positive examples of AI 24:01 - How do organisations make the change 27:02 - When AI campaigns don’t go so well 29:11 - How AI data will transform marketing 30:13 - Dealing with higher expectations but less resource 35:25 - The culture to enable successful AI transformation 36:55 - The role of agencies in an AI world 38:50 - AI predictions in 12 months 40:23 - The best advice you’ve ever been given 41:52 - Where will marketing be in 12 months

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## Transcript

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