Georgia-Pacific's Melissa Blunte on consumer understanding at scale: why data gives you precision, not understanding
About this episode
Melissa Blunte discusses the importance of genuine human understanding in marketing amidst the rise of AI and automation.
As companies invest billions in AI and automation to scale customer interactions, are they unintentionally building a wall between their brand and the very people they're trying to serve? Agility requires that as technology accelerates, our ability to listen to and understand the customer must accelerate even faster. Today, we're going to talk about how organizations can maintain and deepen their connection to consumers in an era increasingly defined by technological distance. We’ll explore: - Why the more we lean on AI for efficiency, the more we need to invest in genuine human understanding. - How to translate abstract consumer insights into tangible actions that resonate across the entire organization, not just the marketing department. - The skills and cultural shifts necessary to prepare marketing teams for a future where empathy is as critical as data analysis. To help me discuss this topic, I'd like to welcome Melissa Blunte, Director, Consumer Experience at Georgia-Pacific. About Melissa Blunte Known for: A “get it done” attitude. With an ownership mentality, strategic thinking, clear communication, persistence, and a willingness to do things differently, I will find a…
People in this episode
Host: Greg Kihlström
Guest: Melissa Blunte
Topics covered
- AI in marketing
- consumer understanding
- customer experience
- data analysis
- empathy in marketing
Keywords
- AI
- customer interactions
- consumer insights
- marketing technology
- human understanding
Mentioned in this episode
Organizations: Georgia-Pacific
Products: Zyrtec®, Lipitor®, Similac® Infant Formula, Quilted Northern®, Angel Soft®
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