EY's chief digital officer says marketing is at an AI 'inflection point'
Business Insider
February 23, 2026
AI-Generated Deep Dive Summary
Lou Cohen, EY's chief digital officer and a professor at multiple universities, highlights that marketing is at an "inflection point" driven by artificial intelligence (AI). In a recent interview, Cohen emphasized the transformative potential of AI in enhancing audience segmentation, boosting ad effectiveness, and improving content quality. He stressed that marketers must embrace AI tools to optimize their advertising efforts and achieve better outcomes. Many professionals in the field are still not leveraging AI's benefits, with investments shifting from general digital innovation to AI-driven transformation.
Cohen explained that AI can help marketing teams segment audiences more effectively, target campaigns more precisely, and test content faster. However, he noted that many marketers remain hesitant due to concerns about AI "hallucinations" or inaccuracies. He clarified the difference between deterministic (fact-based) outcomes, like search results, and probabilistic responses from large language models (LLMs), which provide likely answers based on data. While AI tools can assist in tasks like content feedback, Cohen emphasized that human judgment remains critical, especially for creative roles like content creation.
The importance of understanding AI's role as an assistive tool is crucial for businesses looking to stay competitive. By using AI strategically, marketers can gain a deeper understanding of their audiences and deliver more personalized experiences. Cohen also acknowledged the value of learning from failures in AI applications, which he believes will ultimately drive innovation. As marketing functions evolve, embracing AI will not only enhance efficiency but also redefine how brands engage with consumers in a rapidly changing digital landscape.
Ultimately, the adoption of AI tools can help businesses navigate the complexities of modern marketing while staying ahead of competitors. By leveraging AI's strengths—such as rapid testing, data analysis, and audience insights—marketers can achieve more impactful campaigns. As Cohen noted, the willingness to experiment and learn from both successes and failures will be key to unlocking AI's full potential in the industry.
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Originally published on Business Insider on 2/23/2026