A CMO Confidential Interview with Tom Goodwin, author, speaker, and former innovation head at Publicis, Zenith, and Havas. Tom discusses why he believes much of the thinking around AI is wrong, how social media is becoming even more shallow, and why agentic commerce will be a challenge. Key discussion topics include the difference between selling more and being able to charge more; how consumers often enjoy the shopping experience in a way that resists algorithmic understanding; and why AI adoption will follow the adoption path of electricity. Tune in to hear why 90% of people in advertising don't know how it really works and how to think of your job as making your brand exceptional.

Marketing leaders are getting pulled in two directions at once: “AI will change everything” and “AI is overhyped.” In this episode of *CMO Confidential*, Mike Linton (former CMO of Best Buy, eBay, Farmers Insurance, and Ancestry) sits down with Tom Goodwin to sort through the contradictions—what’s real, what’s performative, and what executives should do next.

Tom has spent his career studying innovation and change, and he brings a clear-eyed view on how AI is reshaping marketing work: where it genuinely compresses time and effort, where it increases noise and sameness, and how organizations can avoid chasing tools instead of outcomes. The conversation also touches on the hidden second-order effects—how incentives shift, how decision-making changes, and why “doing more” isn’t the same as “doing better.”

If you’re a CMO, CEO, or growth leader trying to separate signal from hype, this is a practical, grounded listen.

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00:00 Intro: CMO Confidential + today’s topic with Tom Goodwin

01:20 Why AI creates contradictory truths in marketing

05:10 The biggest misconception leaders have about “AI transformation”

09:30 What AI actually compresses (and what it doesn’t)

14:25 When “more content” makes marketing worse

18:40 Differentiation in an AI-saturated landscape

23:05 What changes inside teams: roles, incentives, accountability

28:10 Measurement, trust, and the executive narrative problem

33:20 Where CMOs should place bets vs. run experiments

38:15 Practical questions to ask vendors, agencies, and internal teams

43:10 Closing reflections + what to do next

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