Gradial has introduced the concept of Foundry, which is an invite-only group that will comprise of enterprise chief marketing officers and senior marketing managers who will come together to establish how marketing organizations should conduct themselves in an AI-friendly environment. The objective behind Foundry is to tackle the increasing level of complexity that has become an issue for marketing organizations due to the expansion of technology, data, agencies, governance, approvals, and so on, which has created friction between concepts and customer experience.
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Chaired by Stephanie Ferguson, former CVP of Marketing at Microsoft, the community will include leaders from Fortune 500 companies and other enterprises. Members will meet quarterly, while Foundry Labs, original research, podcasts, and shared frameworks will extend discussions to the broader marketing community. Key areas of focus will include AI-driven marketing operating models, governance and measurement, and earlier collaboration between marketing and functions such as IT, data, legal, and finance. The initiative reflects a broader industry shift toward redesigning marketing operations around AI rather than simply adding AI capabilities to existing processes.