Dara Treseder, chief marketing & commercial officer at Autodesk, emphasized the importance of balancing AI integration with human creativity during a panel at Cannes Lions 2026, stating that the current AI era represents a “golden era” for creatives while underscoring the enduring role of human ingenuity in marketing.
Why is AI Considered a “Golden Era” for Creatives?
Treseder argued that AI is not replacing human creativity but raising the baseline for what is possible, allowing creators to focus on higher-level strategic tasks. “AI is the floor, but human ingenuity is the ceiling,” she said, highlighting how tools like generative AI can streamline repetitive workflows, freeing teams to concentrate on storytelling and emotional engagement. This perspective aligns with Autodesk’s role as the official design and make platform for the 2028 Los Angeles Olympics, where AI-driven design tools have already been used to develop stadium blueprints.
How Can B2B Marketers Balance AI with Authentic Storytelling?
Treseder challenged the notion that B2B marketing must be purely transactional, advocating for a “Facts and Feelings” framework. She noted that buyers in enterprise sectors are emotionally invested in outcomes, such as avoiding software choices that could lead to layoffs or operational failures. “Authentic storytelling isn’t just about features—it’s about how your solution impacts their business outcomes,” she said. This approach is central to Autodesk’s strategy, which focuses on narratives around real-world applications, such as its partnerships with the NFL and Team USA.
What Risks Arise from Misusing AI in Marketing?
Treseder warned that indiscriminate AI use—such as automating social media or customer communication without nuance—can erode trust. “AI slop” risks making brands indistinguishable from competitors, she said. Trust, she added, is non-negotiable: “Once broken, it takes exponential effort to rebuild.” This caution reflects broader industry concerns, as a 2023 Gartner survey found that a significant percentage of consumers distrust AI-generated content if it lacks transparency.
How Is Autodesk Investing in AI Workforce Development?
Autodesk has committed $350 million to AI training programs, aiming to upskill workers in design and manufacturing industries. This initiative, part of Treseder’s broader strategy, positions workforce development as a competitive advantage. “Preparing employees for disruption is a CMO’s responsibility,” she said, noting that the program also enhances Autodesk’s reputation as a forward-thinking employer. The investment mirrors similar efforts by tech giants like Microsoft, which pledged to AI training in 2023.
Why Does “Walk the Track, Then Talk the Track” Matter for Brands?
Treseder emphasized the importance of earning credibility before amplifying a story. Autodesk’s partnership with the LA2028 Olympics, for instance, followed years of behind-the-scenes work designing global venues. “You can’t market what you haven’t delivered,” she said. This principle underscores the need for B2B brands to align marketing claims with tangible outcomes, a strategy that has resonated with clients like Boeing and Siemens.
What Is the Future of AI Fluency for CMOs?
Treseder stressed that CMOs must develop “hands-on AI fluency” to shape strategic vision. This includes leveraging AI-powered tools for calendar analytics and briefing, which she claims can save hours daily. “AI isn’t just a tech issue—it’s a leadership imperative,” she said. A 2024 McKinsey report supports this, finding that companies with AI-literate leadership teams are 2.5x more likely to outperform peers in digital transformation.
As AI continues to reshape marketing, Treseder’s insights highlight a path where technology amplifies human creativity rather than diminishes it. For CMOs, the challenge remains clear: harness AI