Marketers will be embarrassed they used to do manually
Ariel Kelman
Salesforce
- Part 1The Agentic Evolution according to Salesforce’s CMO
- Part 2Shared Traits of CEO Heavyweights
- Part 3The biggest misconception CMOs have about what AI agents can actually replace today
- Part 4The most dangerous thing a marketer can automate without human oversight
- Part 5 Marketers will be embarrassed they used to do manually
Episode Chapters
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00:06: Traditional TV Advertising's Decline
The prediction that marketers will be embarrassed about spending large amounts on traditional filmed TV ads due to advancing AI video production capabilities.
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00:31: AI Video Production Capabilities
Discussion of how AI tools can now transform stills and short clips into high-quality videos that previously required massive teams, time, and budgets.
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01:13: Creative Tech Stack Evolution
Overview of the chain of AI tools replacing manual creative processes and recommendation to interview creative officers and AI company CEOs for deeper insights.
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01:47: Davos Activation Case Study
Real-world example of using AI to create animated video flythrough for World Economic Forum spaces, completed by a new hire in six hours on their second day.
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Episode Summary
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How AI Will Transform Marketing Production in the Next Five Years
The End of Traditional Video Production
Ariel Kelman, President and CMO at Salesforce, predicts a fundamental shift in how marketers create video content. Within five years, he believes marketers will look back with embarrassment at the manual, resource-intensive processes they once used for video production. "I think very few companies are going to be manually shooting 30 second spots," Kelman states, pointing to the exponential improvements in AI-powered video creation tools that emerge every six weeks. -
From Massive Crews to AI Engineers
The transformation is already happening at Salesforce. While the company still employs traditional film crews for certain projects, Kelman highlights how AI tools are enabling unprecedented efficiency in content creation. These technologies can now transform stills and short video clips into high-quality, full-length videos that previously required extensive teams, time, and budgets. The shift represents not just cost savings, but the ability to create content that wouldn't have been feasible before. -
Real-World Application at Davos
Kelman shares a compelling example from Salesforce's World Economic Forum activation, where they're powering the event's mobile app with Agent Force technology. To visualize their presence across four different locations, a newly hired video AI engineer created a complete animated video fly-through of all spaces, demos, and signage – accomplishing this on just his second day in six hours. This type of comprehensive visualization tool would have been unthinkable using traditional production methods. -
The New Marketing Technology Stack
While Kelman doesn't specify exact tool names, he describes an emerging chain of AI-powered solutions that automate tasks previously requiring manual intervention at every step. These tools don't just replicate human work – they enable entirely new capabilities. The Davos fly-through video exemplifies this shift: it wasn't about replacing an existing process but creating something that wouldn't have been attempted before due to resource constraints. -
Strategic Implications for Marketing Teams
The ability to rapidly produce high-quality video content has strategic implications beyond cost reduction. Kelman's example demonstrates how AI-generated content can improve organizational alignment, allowing different leaders to visualize and agree on complex, multi-location activations quickly. This speed and clarity in communication represents a competitive advantage that extends beyond marketing into broader business operations. -
Preparing for the AI-Powered Future
Marketing leaders should start experimenting with AI video production tools now to avoid being left behind. The technology is improving at such a rapid pace that waiting even six months could mean missing significant advancements. Organizations that embrace these tools early will develop the expertise to leverage them effectively, while those clinging to traditional production methods risk becoming obsolete. -
The shift from manual video production to AI-powered creation represents just one aspect of the broader transformation in marketing technology. As these tools become more sophisticated, marketers who adapt quickly will find themselves able to create content at scales and speeds previously impossible, fundamentally changing how brands communicate with their audiences. The question isn't whether this change will happen, but how quickly marketing teams can adapt to stay competitive in an AI-driven landscape.
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- Part 1The Agentic Evolution according to Salesforce’s CMO
- Part 2Shared Traits of CEO Heavyweights
- Part 3The biggest misconception CMOs have about what AI agents can actually replace today
- Part 4The most dangerous thing a marketer can automate without human oversight
- Part 5 Marketers will be embarrassed they used to do manually
Up Next:
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Part 1The Agentic Evolution according to Salesforce’s CMO
AI agents fail because companies lack proper data context and change management. Ariel Kelman is President and Chief Marketing Officer at Salesforce, leading their global marketing organization and AgentForce platform development. He discusses Salesforce's trust-first approach using their Data360 customer data platform to provide AI agents with complete customer context, implementing two-way email campaigns that allow interactive customer engagement, and deploying lead qualification agents that generated $27 million in incremental pipeline by processing 200,000 previously unworked leads.
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Part 2Shared Traits of CEO Heavyweights
Most AI implementations fail because companies lack proper data context and integration. Ariel Kelman is President and Chief Marketing Officer at Salesforce, leading their global marketing organization and Agentforce AI platform development. Salesforce's trust-first approach connects enterprise data to AI models, enabling 77% case resolution rates and $100+ million in cost savings through their customer support agents, plus 20% increased sales pipeline from website AI interactions.
Play Podcast -
Part 3The biggest misconception CMOs have about what AI agents can actually replace today
Most AI agents fail because companies lack proper data context and foundations. Ariel Kelman, President and CMO at Salesforce, explains why 95% of generative AI pilots don't deliver measurable business impact. He discusses Salesforce's trust-first approach with AgentForce, which has generated over $27 million in incremental pipeline and saved $100 million through automated customer support handling 77% of cases.
Play Podcast -
Part 4The most dangerous thing a marketer can automate without human oversight
AI agent implementations fail when companies lack proper data foundations and change management. Ariel Kelman, President and CMO at Salesforce, explains how his company achieved measurable results with AgentForce across customer service and marketing operations. The discussion covers Salesforce's trust-first approach to AI context, their $100 million cost savings from automated customer support, and the 20% increase in sales pipeline from website AI agents.
Play Podcast -
Part 5Marketers will be embarrassed they used to do manually
AI-powered video production is replacing traditional filmed advertising. Ariel Kelman, President and CMO at Salesforce, explains how marketers will abandon manual video creation within five years. His team built a complete animated flythrough of four event spaces in six hours using AI video tools, a project that previously would have required massive crews and budgets. Salesforce now chains together AI production tools that transform stills and short clips into high-quality 30-second spots without traditional film crews.