In this episode, we sit down with Michelle Killebrew, founder of Pegasus Strategy Co, to explore the future of causal marketing agents—a game-changing opportunity for marketers. Michelle, a seasoned marketing executive renowned for her AI-driven approach to growth and innovation, shares insights gained from over two decades of experience leading marketing transformations at companies like IBM and NTT and now advises organizations on leveraging AI to drive go-to-market success.
We delve into the transformative potential of causal AI in marketing. Unlike traditional predictive and generative AI, causal AI uncovers the “why” behind customer behaviors, even as conditions change. Michelle shares how causal AI empowers marketers to:
- Discover the causal dynamics influencing buyer journeys.
- Conduct root cause analyses to identify factors leading to wins or losses.
- Perform counterfactual and “what-if” simulations to test potential strategies.
- Ensure AI models adapt seamlessly to changing market conditions.
Join us in this enlightening conversation about how the advent of causal AI is reshaping the marketing profession, enabling businesses to move beyond surface-level insights and make data-informed decisions that drive meaningful results.
