In the rapidly evolving landscape of digital marketing, artificial intelligence (AI) is transforming how brands engage with customers, personalize experiences, and optimize strategies. Ariel Kelman, Chief Marketing Officer at Salesforce, recently spoke at Cannes Lions 2025, sharing her vision on how AI-powered agents and human creativity come together to redefine marketing leadership in today’s dynamic world.
Kelman’s perspective emphasizes the delicate balance between leveraging technology for efficiency and fostering authentic human connections, a strategy that positions Salesforce as a leader in innovative marketing.
AI-Powered Agents: Revolutionizing Customer Engagement
One of the key themes Kelman highlighted is the rise of AI-powered agents. These intelligent systems handle routine customer interactions and data analysis, allowing marketing teams to focus on creative problem-solving and strategic initiatives.
Kelman explained how Salesforce integrates AI to empower marketers with real-time insights into customer behaviors and preferences, enabling hyper-personalized messaging at scale. This not only improves customer satisfaction but also drives measurable business results by increasing engagement and loyalty.
The Human Touch in an AI-Driven World
Despite the growing role of AI, Kelman stressed the irreplaceable value of human creativity and emotional intelligence in marketing. She believes that AI should augment, not replace, marketers providing tools that free them to innovate and tell compelling brand stories.
This synergy between AI and human insight creates a marketing ecosystem that is agile, responsive, and deeply connected to customers’ evolving needs.
Navigating the Changing Role of the CMO
Kelman also reflected on how the Chief Marketing Officer’s role is transforming. Today’s CMOs must be data-savvy leaders who understand technology’s capabilities while nurturing creativity within their teams.
She emphasized the importance of fostering a culture of experimentation, where teams are encouraged to embrace new AI technologies, learn quickly from data, and pivot strategies as needed to stay ahead in competitive markets.
Cannes Lions 2025: A Hub of Innovation and Collaboration
At Cannes Lions 2025, Kelman observed a palpable shift in how brands approach marketing, with a stronger focus on ethical AI use, transparency, and customer empowerment.
Marketers are increasingly collaborating across disciplines data science, creative production, and customer experience to build campaigns that resonate authentically while leveraging AI to optimize performance.
Building Trust Through Transparency and Customer-Centricity
Trust remains a cornerstone of successful marketing, especially as AI collects and processes vast amounts of customer data. Kelman highlighted Salesforce’s commitment to transparent data practices and prioritizing customers’ privacy and preferences.
By maintaining openness about how AI tools are used and ensuring compliance with privacy standards, brands can foster stronger, long-lasting relationships with their audiences.
Integrating AI with Empathy and Purpose
Looking forward, Ariel Kelman envisions a marketing future where AI continues to enhance marketers’ abilities to deliver empathetic, purpose-driven experiences. The challenge and opportunity is to balance technology’s power with a deep understanding of human values.
For Salesforce and its marketing leaders, this means pioneering innovative strategies that prioritize customer trust and deliver meaningful engagement in an increasingly AI-driven world.
