AI isn't fixing broken go-to-market strategies. It's exposing them.

Recorded live at Cannes Lions, John Horsley is joined by Fiona McKenzie, President, Europe at Marketbridge, for a practical conversation about what AI is really changing inside modern marketing organisations.

Rather than chasing the latest AI tools, Fiona argues that marketers should be fixing the fundamentals first. Poor data, disconnected teams, fragmented technology and outdated processes don't disappear with AI. They become even bigger problems.

In this episode, they discuss:

• Why AI is amplifying broken go-to-market systems rather than repairing them. • Why disconnected data is still the biggest barrier to growth. • How GEO and answer engines are forcing marketers to rethink brand, content and reputation. • Why today's CMO increasingly looks like a transformation leader, not just a marketing leader. • Why human creativity and strategic thinking matter more than ever in an AI-first world.

They also explore why agencies are becoming transformation partners, why sales, marketing and customer teams need shared KPIs, and what separates the organisations pulling ahead from those simply adding more AI tools.

If you're leading marketing, revenue or digital transformation, this episode is packed with practical insight on building a connected go-to-market strategy that can actually benefit from AI.

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