Most CMOs have run an AI pilot by now. Maybe it generated some social copy. Maybe it helped with research. But when it comes to turning generative and agentic AI into actual brand growth? That's where the gap gets real.

Carole Irgang, now a fractional CMO, has spent her career helping brands find growth in the space between strategy and execution. In this episode, she and Supergood's leadership dig into the hard question: How do you move AI from interesting experiment to measurable business impact?

You'll hear how leading CMOs are thinking about the difference between generative AI (creating content) and agentic AI (making decisions), where the ROI actually shows up, and what it takes organizationally to make AI a growth driver rather than just a cost-saving tool. Carole breaks down the frameworks she's seeing work—and the expensive mistakes teams are making when they confuse automation with strategy. This isn't about using AI to do marketing faster. It's about using AI to do marketing that actually matters.

If you're a CMO trying to connect AI capability to business outcomes, this conversation is your starting point.