So let me start by bringing you back in time.

We are 30 years ago,

and the first word processors and spreadsheets

are about to hit the market.

And the whole economic world is bracing for the next big productivity revolution.

Their promise at the time was we'd all spend so much less time writing,

drawing slides, computing numbers on a calculator.

And here we are, 30 years later,

and the promise has come true.

We all have so much leisure time on our hands,

and personally, I only work two days a week.

Of course, I'm just kidding.

The reality of what has happened 30 years later

is we don't work less.

We just write much longer word documents.

And our PowerPoint decks have gone from six slides to 50 slides.

And I say that as a consultant.

Also, we engage in much more complex decision-making

because the amount of data that we have to process has just exploded.

And why is that important today?

Well, generative AI is coming,

and it's coming to be embedded in the core of our organizations

and the way we work.

And that will be the next big productivity revolution.

So the question becomes:

how do we set ourselves up to actually seize this productivity opportunity?

I'm a marketer.

I spent all my career in marketing and also advising marketing professionals.

Now, some say marketing is the number one impacted function out there.

Some say the productivity impact in marketing

is as high as 50 percent.

So that question of how can I seize that productivity opportunity

is super high on my mind right now,

and I want to make the case

it should be super important to you all as well,

as business leaders but also as consumers.

So what will happen to marketing?

Well, marketing has traditionally been a super right-brained,

creative type of function.