In this second part of our conversation with Jan Montwill, Global Media Strategist at H&M, Precis' CMO Stefania Casciari Carter tackles the question underneath all the AI anxiety: did marketing teams ever really build the foundations that make automation useful in the first place?

Haven't seen Part 1 yet? Catch it here: https://www.youtube.com/watch?v=IxxOGstNXs4 

In this episode, we dive deep into:

• The marketing skills gap: why the deskilling of the industry happened long before AI arrived and why automation is just making it impossible to ignore
• Marketing fundamentals in the age of AI: why the four P's (Product, Price, Place and Promotion) are still the only strategic framework the algorithm can't replicate
• AEO vs SEO: why 90% of agentic search optimisation is just good SEO, and why the brands with strong organic foundations, PR relationships and YouTube presence are already ahead
• The future of agencies: what Jan expects from agency partners in the AI era and why the ones evolving are thriving while the ones clinging to old models are struggling

📩 Get the bonus content 

We asked Jan what agencies can learn from their clients and what clients can learn from their agencies. His answer on briefing might be the most useful thing in this episode. Subscribe to the newsletter to read it: https://www.precis.com/resources#newsletter 

📚 Read the recap of this episode: https://bit.ly/4xjGK4f

Chapters: 

00:00 The AI Revolution in Marketing

03:23 Evolving Roles of Media Specialists

07:02 Control in an Automated World

09:03 The Importance of Marketing Fundamentals

11:26 Upskilling Marketers

14:20 AI's Impact on SEO and AEO

18:05 The Role of Agencies in the AI Era

22:52 Rapid Fire Round: Insights and Recommendations

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