After leading marketing at some of the world’s most influential brands — including Expedia, T-Mobile, and Zoom — and now stepping into the CMO role at G2, Alex joins Brand Humanity Show host Anthony Kennada for a timely conversation about what marketing looks like when discovery itself is being rewritten by AI.

In a world where buyers increasingly begin their research with chatbots instead of search engines, Alex argues that the rules of brand, trust, and growth are not disappearing — they’re being redefined.

Together, they unpack why citations are becoming the new clicks, why customer voice is emerging as the most valuable input into AI-driven buying decisions, and why the most human brands may be the ones best positioned to win in an increasingly machine-mediated market.

This episode explores the tension every modern marketer is feeling: how to keep up with relentless technological advancement without losing the authenticity, trust, and human connection that actually drive preference. Alex brings the rare perspective of a marketing leader who has spent her career at the center of discovery and digital transformation, and offers a practical lens on what teams need to unlearn, what they need to rebuild, and how the CMO role itself is evolving in real time.

They discuss how review platforms and verified customer experiences are shaping AI-generated recommendations, why brand and demand are converging into a broader growth mandate, and what it means to build for both human buyers and intelligent agents at once. They also get candid about the emotional side of this moment — the overwhelm, the excitement, and the opportunity for marketers to become more hands-on, more experimental, and more multidimensional than ever before.

Topics we cover:
– Why AI is changing product discovery faster than most marketers are prepared for
– How citations are replacing clicks as a new measure of brand visibility
– Why trusted customer voice and verified reviews matter more in the age of AI
– What G2 is seeing in the shift from search-based discovery to AI-led shortlisting
– Why brand is no longer just human perception, but also how AI systems interpret and represent your company
– The collapse of the old divide between brand, demand gen, and growth
– What marketers need to unlearn from the old SaaS playbook
– How modern CMOs are being pushed beyond channel ownership into business-wide accountability
– Why the best marketers may become builders, operators, and analysts all at once
– How to stay grounded, authentic, and human while leading through nonstop change

If you’re a CMO, founder, or marketing leader trying to understand how AI is reshaping discovery, trust, and the future of growth, this episode offers both a strategic framework and a human perspective.

Because as machines increasingly mediate how buyers evaluate products, the brands that win may be the ones that learn to scale trust without sacrificing their humanity.

After helping scale three of the fastest-growing SaaS companies in history — Slack, Zendesk, and Salesforce — Bill Macaitis joins Brand Humanity Show host Anthony Kennada for a candid, data-backed conversation about the tension every B2B leader feels: brand vs. demand in the age of AI.

At a time when the traditional marketing playbook is being rewritten in real time, Bill brings both pattern recognition and proof. Together, they unpack why brand isn’t a “nice to have” — it’s the compounding asset that makes demand more efficient, more durable, and more human.

This isn’t theory. It’s a masterclass from someone who has built iconic categories from the inside.

They explore how marketing leaders can defend brand investment in boardrooms obsessed with pipeline, how to balance short-term performance with long-term equity, and why emotional connection may be the last true moat in a world of infinite AI-generated noise.

Topics we cover:
– What scaling Slack, Zendesk, and Salesforce taught Bill about brand as a growth lever
– The false binary of brand vs. demand (and how to reframe it with data)
– Why CFOs cut brand first — and how great CMOs win that conversation
– The metrics that actually prove brand impact in B2B
– Category creation, distinctiveness, and standing out in saturated markets
– How AI increases the premium on authenticity and human connection
– Why the future of B2B marketing looks more like consumer than we think

If you’re a founder, CMO, or growth leader trying to navigate efficiency pressure without sacrificing long-term brand equity, this episode is both a strategic playbook and a mindset shift.

Because in a world where everyone has access to the same tools, brand humanity might be the only advantage that compounds.

Marketing isn’t just changing — it’s collapsing into product.

Anthony Kennada sits down with Paul Adams, Chief Product Officer and Interim CMO at Intercom, to unpack what it actually means to build, market, and lead in an AI-native world. Drawing from Intercom’s bold decision to bet the company on Fin — its AI support agent — Paul shares a rare, inside look at how founder conviction, product obsession, and radically human marketing converged to fuel one of the most consequential pivots in SaaS history .

Together, they explore why the old SaaS playbook broke, why marketing calendars had to be deleted, and why the future belongs to full-stack marketers who understand AI as deeply as they understand people. From anthropomorphizing agents to rethinking launches, speed, education, and even how hard we should work, this conversation challenges nearly every assumption about modern marketing leadership.

Topics we cover:

– Why AI is collapsing the boundary between product and marketing

– How Intercom bet the company — and culture — on Fin

– The shift from polished marketing to radically human communication

– What “full-stack marketing” looks like in an AI-native company

– Why education is becoming marketing’s most important job

– Launching without Hollywood demos — and why authenticity wins

– Founder mode, speed, and knowing when to burn the calendar

– Why tired leaders make bad decisions (and how creativity actually emerges)

If you’re a CMO, founder, or product-led leader navigating the AI transition, this episode offers a clear signal through the noise — and a reminder that in the intelligence era, the most durable advantage is still deeply human.