{"id":18917,"date":"2026-09-15T11:34:36","date_gmt":"2026-09-15T09:34:36","guid":{"rendered":"https:\/\/incubeta.com\/?post_type=video-library&#038;p=18917"},"modified":"2026-09-17T11:28:59","modified_gmt":"2026-09-17T09:28:59","slug":"how-do-you-justify-ai-investment-to-a-cfo-who-only-cares-about-right-now","status":"publish","type":"video-library","link":"https:\/\/incubeta.com\/ae\/video-library\/how-do-you-justify-ai-investment-to-a-cfo-who-only-cares-about-right-now\/","title":{"rendered":"How Do You Justify AI Investment to a CFO Who Only Cares About Right Now?"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">As a marketer, you might have often wondered: How do I justify AI investment to a CFO? <a style=\"font-weight: bold;\" href=\"https:\/\/www.youtube.com\/watch?v=VXKNecIjPNc\" target=\"_blank\" rel=\"noopener\">In this discussion<\/a>, Tim Mitchell, the VP Growth North America at Incubeta discusses how to translate AI transformation into numbers a CFO will act on. He also argues why the CMO, not the CIO or CTO, is the right person to lead that conversation because of direct revenue impact<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Guests<\/strong>: Tim Mitchell, VP Growth North America at Incubeta; Jonathan Greene, EVP Americas at Incubeta, and Co-Founder of RocketSource.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Discover More Insights<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><a href=\"https:\/\/www.youtube.com\/watch?v=dhwYNmpNnF0\" target=\"_blank\" rel=\"noopener\">In this video<\/a><\/strong>, Tim Mitchell, the VP Growth North America at Incubeta, discusses the pattern he sees across every industry Incubeta works with: CMOs chasing \u201cshiny object\u201d solutions instead of first understanding their actual business challenges, and he unpacks why that\u2019s the single biggest predictor of a failed AI rollout. <\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"What&amp;apos;s the Biggest Mistake CMOs Make When Buying AI Marketing Tools?\" width=\"800\" height=\"450\" src=\"https:\/\/www.youtube.com\/embed\/dhwYNmpNnF0?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Explore More Expert Video Content From Incubeta<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>What Is AI Transformation? Discover An EVP\u2019s Answer After Three Tech Cycles:<\/strong> <a href=\"https:\/\/incubeta.com\/video-library\/what-is-ai-transformation-discover-an-evps-answer-after-three-tech-cycles\/\"><strong><\/strong><strong>In this video,<\/strong><\/a> <strong><\/strong>Jonathan Greene, EVP Americas at Incubeta, breaks down what \u201cAI transformation\u201d actually means, tracing the line from Web 1.0 and the dot-com bust through SaaS, digital transformation, and today\u2019s generative AI era, and explains Incubeta\u2019s \u201cdigital twin\u201d methodology for rebuilding organizations as AI-native businesses.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>How Do You Measure Marketing Incrementality Without Third-Party Cookies?<\/strong> Discover a direct <a href=\"https:\/\/incubeta.com\/video-library\/how-do-you-measure-marketing-incrementality-without-third-party-cookies\/\"><strong>answer<\/strong><\/a> to one of the hardest questions in modern marketing measurement. <a href=\"https:\/\/incubeta.com\/video-library\/what-is-ai-transformation-discover-an-evps-answer-after-three-tech-cycles\/\"><strong>Jonathan Greene<\/strong><\/a> EVP Americas at <a href=\"https:\/\/incubeta.com\/our-work\/\"><strong>Incubeta<\/strong><\/a>. walks through Incubeta\u2019s approach to privacy-safe incrementality testing, consent-based CRM data, customer data platforms, media mix modeling, and geofencing, without relying on third-party cookies.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Will Your AI Agent Need Its Own Privacy Rights? Digital Twins Explained:<\/strong> <a href=\"https:\/\/incubeta.com\/video-library\/will-your-ai-agent-need-its-own-privacy-rights-digital-twins-explained\/\"><strong><\/strong><strong>In this video<\/strong><\/a><strong>,<\/strong> Tim Mitchell, VP Growth North America at Incubeta, and Jonathan Greene, EVP Americas at Incubeta, sit down to explore a compelling question: what happens when AI agents begin acting on our behalf? Together, they discuss the implications of AI booking our flights and making our purchases, and ask whether the privacy consent rules that currently govern us should also apply to our \u201cdigital twins.\u201d Watch their conversation to learn more.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>The Real Promise of AI Isn\u2019t Productivity, It\u2019s Time<\/strong>: <a href=\"https:\/\/incubeta.com\/video-library\/what-is-ai-transformation-discover-an-evps-answer-after-three-tech-cycles\/\"><strong>Jonathan Greene<\/strong><\/a> EVP Americas at <a href=\"https:\/\/incubeta.com\/our-work\/\"><strong>Incubeta<\/strong><\/a> on why the most exciting part of the AI era isn\u2019t automation for its own sake, it\u2019s what people get to do with the time it frees up. <a href=\"https:\/\/incubeta.com\/video-library\/the-real-promise-of-ai-isnt-productivity-its-time\/\"><strong>A personal, reflective conversation<\/strong><\/a> that reframes AI transformation as a human question, not just a technical one.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>How Can E-Commerce Brands Fight Rising Channel Inflation With Demand-Led Growth?<\/strong>: <a href=\"https:\/\/incubeta.com\/video-library\/how-can-e-commerce-brands-fight-rising-channel-inflation-with-demand-led-growth\/\"><strong>In this video<\/strong><\/a>, Tim Mitchell, VP Growth North America at Incubeta, unpacks why fixed marketing budgets fail e-commerce brands in an inflationary channel environment, and how shifting to fluid, demand-led budgeting plus upper-funnel investment fights rising CPAs.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>What Is the AI Activation Gap? (And How Do You Close It?)<\/strong> <a href=\"https:\/\/incubeta.com\/video-library\/what-is-the-ai-activation-gap-and-how-do-you-close-it\/\"><strong>Jonathan Greene defines<\/strong><\/a> the \u201cAI activation gap\u201d, the space between adopting AI tools and actually operationalizing AI across an organization and lays out Incubeta\u2019s process for closing it, starting with a company\u2019s vision, business model, and data infrastructure.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Why Are So Many Marketing Teams Struggling to Implement AI?<\/strong> Jonathan Greene, EVP Americas at Incubeta, <a href=\"https:\/\/incubeta.com\/video-library\/why-are-so-many-marketing-teams-struggling-to-implement-ai\/\"><strong>explains why most AI failures aren\u2019t technical<\/strong><\/a> \u2014 they\u2019re behavioral. Organizations spent decades documenting source code but never documented how their people actually work, leaving nothing for a private AI to learn from. He breaks down knowledge bases, knowledge graphs, and Graph RAG in plain terms.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>What\u2019s the Biggest Mistake CMOs Make When Buying AI Marketing Tools?<\/strong> <a href=\"https:\/\/incubeta.com\/video-library\/whats-the-biggest-mistake-cmos-make-when-buying-ai-marketing-tools\/\"><strong>In this video<\/strong><\/a>, Tim Mitchell, the VP Growth North America at Incubeta, discusses the pattern he sees across every industry Incubeta works with: CMOs chasing \u201cshiny object\u201d solutions instead of first understanding their actual business challenges, and he unpacks why that\u2019s the single biggest predictor of a failed AI rollout.<\/p>\n","protected":false},"featured_media":18922,"template":"","class_list":["post-18917","video-library","type-video-library","status-publish","has-post-thumbnail","hentry"],"_links":{"self":[{"href":"https:\/\/incubeta.com\/ae\/wp-json\/wp\/v2\/video-library\/18917","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/incubeta.com\/ae\/wp-json\/wp\/v2\/video-library"}],"about":[{"href":"https:\/\/incubeta.com\/ae\/wp-json\/wp\/v2\/types\/video-library"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/incubeta.com\/ae\/wp-json\/wp\/v2\/media\/18922"}],"wp:attachment":[{"href":"https:\/\/incubeta.com\/ae\/wp-json\/wp\/v2\/media?parent=18917"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}