🎙️E126: Why You Can’t “Own” Your Audience Anymore (And What to Do Instead)

What does the future of marketing look like in the age of AI? In this episode of 10X Growth Strategies, guest host Lakshmi Rebecca (Founder of Makerrs) sits down with top marketing leaders from some of the world’s biggest companies to explore what AI means for marketing—and what marketers need to rethink as the age of AI accelerates. Lynn Lucas, CMO at Everpure; Alexandra Shapiro, Global Head of Product Marketing for JPMorgan Payments; and Christine Royston, most recently CMO at Wrike, share how they are approaching AI marketing, AI search, AI agents, automation, audience building and the future of marketing. From using AI to personalize marketing at scale to navigating AI discoverability, brand trust and governance, the conversation goes beyond the hype to examine what is actually changing inside enterprise marketing organizations. In this episode, we discuss: ● Why “owning the audience” is becoming harder—and why building trusted communities may matter more ● How AI is changing the way marketers identify, understand and engage their audiences ● Why AI agents and non-human customers could become an entirely new marketing audience ● How AI is reshaping marketing strategies, personalization and campaign development ● Why AI search, answer engine optimization (AEO), GEO and AI discoverability are changing how brands think about visibility ● The shift from traditional traffic and share-of-voice metrics toward being visible in AI-driven discovery ● Why brand trust, authentic marketing and human connection become even more important in the age of AI ● How executive thought leadership can help brands build credibility and stand out from AI-generated content ● Using AI personas and agentic tools to test campaigns, messaging and creative ● The risks of relying on AI personas and why better data—and dissenting perspectives—matter ● AI automation and the balance between efficiency, human judgment and creativity ● Data security, AI governance and the guardrails marketers need as AI becomes embedded in workflows ● Why marketing ultimately has to connect back to revenue, sales velocity and business outcomes ● What marketing leadership looks like as AI changes the customer journey Whether you are a CMO, marketing leader, B2B marketer, founder or growth executive, this conversation offers a practical look at marketing with AI—and how the future of marketing is being shaped by AI search, AI agents, automation, communities, trust and human judgment. 10X Growth Strategies is a community founded by Preethy Padmanabhan, started as a podcast five years ago and now grown into a community of over 14,000 founders, investors, and executives across Luma and LinkedIn. The community hosts monthly events on timely topics in tech, AI, and entrepreneurship. Connect: LinkedIn:   / 10x-growth-strategies   LinkedIn:   / preepadu   Website: https://grow10x.podbean.com/ Luma: https://luma.com/user/preepadu Chapters: 00:00:00 - 00:00:29 - Introduction to 10X Growth Strategies & Event Overview 00:00:30 - 00:01:45 - Keynote Opening: Changing Algorithms & Audience Engagement 00:01:46 - 00:03:33 - Panelist Introductions: Lynn Lucas, Alexandra Shapiro & Christine Royston 00:03:34 - 00:05:22 - Scale, Team Structure, and Revenue Context 00:05:23 - 00:07:39 - Identifying Ideal Customer Profiles (ICPs) Across B2B & B2C 00:07:40 - 00:13:58 - Does "Owning the Audience" Still Exist in the Age of AI? 00:13:59 - 00:19:56 - AI Implementation: Content Creation, Workflows & Agentic Personas 00:19:57 - 00:22:44 - Measuring AI Impact: Revenue, Deal Velocity & Search Visibility 00:22:45 - 00:26:21 - The Role of Executive Branding in Building Trust 00:26:22 - 00:31:38 - Biggest AI Concerns: Data Privacy, Governance & Workflow Proliferation 00:31:39 - 00:36:14 - Audience Q&A: How Marketing Leaders Personally Use AI Daily