Ford's CMO Embraces AI, Promises Authentic Storytelling

Ford's CMO: AI Is a Creative Tool, Not a Shortcut

Ford's marketing lead, Lisa Materazzo, says AI now threads through the full creative workflow-from planning and internal execution to asset creation and targeting. The company just launched its first global brand campaign in more than 15 years with Wieden+Kennedy.

Her stance is clear: use AI to move faster and hit "the right place, right time, right consumer," without compromising the story or the product.

Live Shoots Today, Smarter Versioning Tomorrow

The new campaign was shot live. Still, Materazzo isn't closing the door on AI-generated imagery in future work.

One practical use case: creating a digital twin of a vehicle to adapt visuals for different markets-like swapping a grille or small regional specs-without reshooting. That saves budget, reduces versioning time, and keeps the product accurate.

Authenticity Is the Guardrail

Some brands have taken heat for AI imagery. Materazzo doesn't see it as a threat to trust if the work stays anchored in reality.

The principle: tell authentic stories and keep product details correct for each market. AI supports the craft; it doesn't replace proof-of-life.

What Creatives Can Do Now

• Use AI for pre-vis: animatics, moodboards, comps, shot lists. Arrive on set with a tighter plan.
• Build digital twins of hero products for fast regional versioning and channel-specific cutdowns.
• Personalize without guessing: use AI to target creative variants, but keep human QA on messaging and fit.
• Anchor to "real": make live assets your source of truth; AI extends, not invents.
• Create guardrails: approved prompts, rights-cleared training data, human review, and clear audit trails.
• Test trust: A/B disclosure labels, track lift vs. live-only assets, and keep benchmarks on brand sentiment.

Why This Matters

AI reduces friction across planning, production, and media. For global brands, it cuts the cost of regional accuracy while protecting consistency.

The trade-off is simple: speed and scale are good; authenticity and product truth are non-negotiable.

Useful Links

• Wieden+Kennedy - the agency behind Ford's new global campaign.
• AI Certification for Marketing Specialists - sharpen practical skills for creative and media teams.

Bottom Line

AI is a creative tool that helps teams move with precision and scale. Ford's approach gives creatives a clear brief: keep it real, keep it accurate, and use AI to make better work faster.