BRITE Ideas

Matt and JP speak with Catherine Williams (Head of IQ, Qualtrics) about artificial intelligence and machine learning. Catherine discusses the current 'single problem, single solution' AI models of today while noting that advances allowing AI to tackle multiple problems are on the horizon. Her firm belief is that the complexity of human behavior and human emotions will require people and machines to work in concert to deliver meaningful impacts for business and society. 

On this episode of BRITE Ideas, JP and Matt speak with Musa Tariq, Chief Marketing Officer of GoFundMe. Musa gives examples from Nike, AirBnB, and GoFundMe – all of which he has worked for -- that exemplify his belief that brand building is akin to how people build relationships with each other. He also details how brands, at their core, are most powerful when they meet a fundamental human need. The challenge is effectively communicating the ethos of a brand’s core target – especially brands that are bought by a wide range of people – within and outside the organization. As individuals increasingly look to reflect who they are in what they buy, Musa notes, “I think its brands that come out and say, ‘I am ok offending some people to stand for something’” that will win the future.