Marketing Vanguard: Lenovo's Emily Ketchen on Using AI to Transform Data Into Marketing Solutions
Lenovo’s Intelligent Devices Group views AI as a creative detective, helping teams unlock new perspectives from data. Emily Ketchen, CMO of Lenovo’s largest division, shares practical insights on integrating AI into marketing, managing a global brand, and using storytelling to drive real business growth.
AI as Your Personal Detective
Emily describes AI as a tool that acts like a detective with a magnifying glass, scanning through vast amounts of data and presenting insights in two key ways. First, it condenses ideas to inspire new creative approaches. Second, it helps tailor those ideas for different audiences, making marketing more effective and relevant.
Building AI Literacy from the Ground Up
Lenovo took a hands-on approach to AI education by asking their marketing team what they wanted to learn. The answer was clear: a better understanding of ChatGPT and its impact on creativity. The company secured enterprise licenses and organized a training program consisting of 11 modules, spaced to allow for practice and absorption of new skills.
Embracing Technological Change as Leadership
Emily points out the importance of leaders showing openness to new technology. She recalls how the internet, once a novelty, became essential to daily life — a shift that AI also promises. This mindset helps teams stay motivated and confident in adopting new tools that can improve lives and business outcomes.
The Three Pillars of Cannes 2024
At Cannes Lions, three themes stood out for Emily: AI, data, and search. The shift from traditional SEO to AI-optimized search (AEO) is gaining momentum, reshaping how marketers approach discoverability and relevance.
Global Might Local Fight Strategy
Managing marketing across 180 markets, Lenovo focuses on creating global concepts that can be brought to life locally. Emily stresses the difference between translation and transcreation — the latter preserves the core idea’s integrity while adapting it culturally and linguistically to resonate with local audiences.
- AI as creative inspiration and audience tailoring
- Company-wide AI training tailored to real needs
- Leadership’s role in embracing new tech
- Key Cannes themes: AI, data, AI-optimized search
- Global marketing with local cultural adaptation
For marketing professionals eager to expand their AI skills and apply them directly to creative and strategic work, exploring dedicated AI courses can provide valuable knowledge and tools. Check out Complete AI Training’s ChatGPT courses to get started.
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