As a marketer, you might have often wondered: How do I justify AI investment to a CFO? In this discussion, 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
Guests: Tim Mitchell, VP Growth North America at Incubeta; Jonathan Greene, EVP Americas at Incubeta, and Co-Founder of RocketSource.
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In this video, Tim Mitchell, the VP Growth North America at Incubeta, discusses the pattern he sees across every industry Incubeta works with: CMOs chasing “shiny object” solutions instead of first understanding their actual business challenges, and he unpacks why that’s the single biggest predictor of a failed AI rollout.
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What Is AI Transformation? Discover An EVP’s Answer After Three Tech Cycles: In this video, Jonathan Greene, EVP Americas at Incubeta, breaks down what “AI transformation” actually means, tracing the line from Web 1.0 and the dot-com bust through SaaS, digital transformation, and today’s generative AI era, and explains Incubeta’s “digital twin” methodology for rebuilding organizations as AI-native businesses.
How Do You Measure Marketing Incrementality Without Third-Party Cookies? Discover a direct answer to one of the hardest questions in modern marketing measurement. Jonathan Greene EVP Americas at Incubeta. walks through Incubeta’s approach to privacy-safe incrementality testing, consent-based CRM data, customer data platforms, media mix modeling, and geofencing, without relying on third-party cookies.
Will Your AI Agent Need Its Own Privacy Rights? Digital Twins Explained: In this video, 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 “digital twins.” Watch their conversation to learn more.
The Real Promise of AI Isn’t Productivity, It’s Time: Jonathan Greene EVP Americas at Incubeta on why the most exciting part of the AI era isn’t automation for its own sake, it’s what people get to do with the time it frees up. A personal, reflective conversation that reframes AI transformation as a human question, not just a technical one.
How Can E-Commerce Brands Fight Rising Channel Inflation With Demand-Led Growth?: In this video, 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.
What Is the AI Activation Gap? (And How Do You Close It?) Jonathan Greene defines the “AI activation gap”, the space between adopting AI tools and actually operationalizing AI across an organization and lays out Incubeta’s process for closing it, starting with a company’s vision, business model, and data infrastructure.
Why Are So Many Marketing Teams Struggling to Implement AI? Jonathan Greene, EVP Americas at Incubeta, explains why most AI failures aren’t technical — they’re 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.
What’s the Biggest Mistake CMOs Make When Buying AI Marketing Tools? In this video, Tim Mitchell, the VP Growth North America at Incubeta, discusses the pattern he sees across every industry Incubeta works with: CMOs chasing “shiny object” solutions instead of first understanding their actual business challenges, and he unpacks why that’s the single biggest predictor of a failed AI rollout.