EY’s CMO: “AI Makes Marketers Think Harder, Not Less”

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AI is no longer a future threat or novelty but a daily tool reshaping how marketers think and create. For EY’s global CMO Richa Bahri, AI’s value lies in its friction-breaking potential: a way to speed up iteration, clarify creative intent, and sharpen marketing strategy.

Speaking at Cannes Lions, Bahri described AI as “the greatest sparring partner you can have.” Rather than viewing generative AI with suspicion, she embraces it as a challenger that helps refine direction, reveal blind spots, and test messaging quickly. It’s not about replacing teams — it’s about provoking stronger thinking.

EY’s marketing function is increasingly using AI to accelerate idea validation, automate campaign assets, and personalize content at scale. But Bahri is quick to point out that this is not about blind adoption. AI is only useful if it enhances human intent. Teams must stay clear-eyed about bias, brand voice, and quality.

She also emphasized that AI changes expectations for leadership. Marketing leaders now need to adopt a growth mindset — not just about channels, but about talent, experimentation, and decision-making speed. Those who view AI as a co-pilot, not a shortcut, will be best positioned to lead creative transformation.

For EY and Bahri, AI isn’t here to replace marketers. It’s here to make them better — and faster. That mindset may be the most important transformation of all.