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173: Cultural Intelligence Series - The CMO view: marketing in a world where AI changes everything
AI has handed marketers speed and scale they’ve never had before. But is this really a differentiator when everyone has access to the same models?
Emma Fisher, VP of Marketing at RWS, and Sal Mohammed, Head of Answer Engine Optimization (AEO) at LangSync and former Googler, join our latest Cultural Intelligence podcast episode to explore what modern marketing looks like in the age of AI – and why the best campaigns have very little to do with how fast you can generate content.
From “we’re all on a rocket ship with no way to get off” to the CMO’s evolving role as orchestrator, warrior, and tastemaker (curious yet?), just make sure you buckle up. Emma and Sal dig into the rise of AEO, what it means for brand visibility as search shifts to generative AI, and how Cultural Intelligence shapes whether your content gets surfaced… or ignored.
You’ll also learn why relevance, resonance and trust are the only valid metrics when everyone is publishing at the same speed, and why too many content leaders are still measuring success against the wrong scorecard.
If you’re interested in learning more about the ‘Content Unlocked’ report, you can find it here: https://www.rws.com/about/content-unlocked/lp/
Guests
Sal Mohammed is a partnerships strategist who helps tech startups design, launch, and scale high-impact partnerships across markets and ecosystems. He currently leads LangSync, which helps companies feature in AI-driven search results and rank in Google AI answers and ChatGPT. He previously founded QTA, a partnerships consultancy that worked with leading startups to build sustainable partnership pipelines and growth models. In parallel, Sal champions social impact through DOGO, turning digital donations into free healthcare coverage for critical cases in the developing world. He is also a community builder in the ex-Google ecosystem, growing Xoogler across EMEA by bringing former Google and DeepMind alumni together for networking, Demo Days, and outreach initiatives.
Sal’s expertise spans partnership strategy, business development, integrations, co-marketing, and partnership enablement, including training for internal teams. He combines a commercial, growth-focused mindset with a strong belief in partnerships as a lever for both business and impact. Based in Europe, he works with companies across the region and beyond to unlock new channels, audiences, and revenue through strategic partnerships.
Hosts
Leading RWS’s global content strategy, Emma is driven by B2H insight, digital content and customer behaviour trends, and content transformation strategies that elevate conversations with customers.
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