Spotlight
Is AI Flipping the PESO Model? Sally O'Dowd & Professor Roy Wollen on Marketing's New Playbook
An AI Marketers Guild feature, published with permission from Northwestern Medill Executive Education. Interview recorded August 2026.
From Sally Ann O'Dowd
Like many members of this Guild, I have often found myself at the center of tech disruption: the most successful brands harness change to build era-defining points of view, products and services. To continue the conversation, I'm sharing my latest project - a video exploring AI's impact on marketing, published by Northwestern Medill Executive Education.
- –Why is the PESO model (paid, earned, social, owned) being flipped over like a coin toss?
- –As companies invest in AI, does human creativity still reign supreme?
- –What does Nicole Kidman have to do with all this?
Join Professor Roy Wollen and me as we discuss up-to-the-minute best practices in a rapidly changing world. You'll glean insights from the American Medical Association, BrandRank.ai, Publicis, P&G, Dentsu, Adobe, and Siberia. We welcome your thoughts, observations and questions.
About the conversation
Sally Ann O'Dowd
MS, Northwestern University's Medill School of Journalism, Media, and Integrated Marketing Communications