Talks With Teads | Stagwell on Engaging Customers Through AI and Contextual Strategies

In the latest episode of “Talks With Teads,” hosted by Natalie Bastian, Teads’ Global CMO, we dive into an engaging conversation with Shannon Pruitt, Global CMO of Stagwell. This episode explores key themes in brand engagement, the evolving media landscape, and the strategic use of AI and contextual marketing to drive customer connection and loyalty.

Key Topics Explored:

The Role of AI in Marketing

Shannon highlights the transformative role of AI in modern marketing. From automating and iterating creative processes to optimizing media planning and buying, AI is becoming integral. Stagwell’s marketing cloud leverages AI to enhance their tech stack, driving efficiency and effectiveness in reaching target audiences.

Cookie Deprecation and Identity

With cookie deprecation imminent, Shannon emphasizes the importance of understanding and utilizing data for effective marketing. She discusses how contextual targeting and first-party data can replace traditional cookie-based strategies, ensuring marketers continue to deliver relevant and engaging content to their audiences.

Human Emotion in Data-Driven Marketing

Despite AI’s capabilities, Shannon stresses that human emotion remains central to effective marketing. The ability to translate data and insights into emotionally resonant content is essential. Human creativity and strategic thinking are irreplaceable in crafting narratives that connect with consumers on a deeper level.

Community and Contextual Storytelling

Shannon and Natalie discuss the power of contextual storytelling in engaging consumers. By understanding the nuances of consumer behavior and the environment in which content is consumed, brands can create more impactful and meaningful connections. This approach leverages the strengths of both AI and human creativity to drive brand loyalty and growth.

Looking ahead, Shannon advocates for a culture of testing and learning in the industry. She encourages brands to experiment with new strategies and technologies, breaking off small parts of their budgets to trial and iterate. This approach enables brands to discover what works best for them, fostering innovation and continuous improvement.