#27 - AI & Marketing: Transforming Creativity in the Age of GenAI with Teresa Fusaro

About this episode

Join us for an insightful conversation with Teresa Fusaro, Global Senior Director of GenAI Creativity and seasoned executive with over 15 years of experience at the intersection of marketing, technology, and AI transformation, as she shares the realities of leading creative AI transformation at a global scale across some of the world's most iconic consumer brands.

Having supported Nestlé, Adidas, and Reckitt through their digital transformation journeys, Teresa brings a grounded, human-first perspective on what it truly takes to embed AI into a global organization — not just as a technology shift, but as a cultural and governance evolution.

In this episode, Teresa unpacks how Reckitt built its Responsible AI Principles framework, why people and resistance to change remain the biggest obstacle in any transformation, and how a groundbreaking digital twins pilot with Google for Lysol is redefining what ethical AI-generated video looks like in advertising.

Key Takeaways:

• People Over Technology: The biggest barrier to AI transformation is never the tech — it's human resistance and fear of replacement. Leaders must communicate the why before pushing the how
• Responsible AI as a Living Framework: Ethical principles must evolve alongside technology. Reckitt's fairness and inclusivity guidelines were revisited and adapted when AI video generation became production-ready
• Digital Twins as an Ethical Solution: Rather than going fully synthetic, Reckitt pioneered a model using real, fairly compensated actors as AI-amplified avatars — setting a new industry standard for ethical AI video
• Global Governance, Local Flexibility: Enterprise AI programs must have a strong global core while remaining adaptable to local regulations, consumer perceptions, and market realities
• Brain Capital is the New Competitive Edge: As AI becomes universally available, what differentiates companies will be human capabilities — creativity, adaptability, complex problem solving, and resilience
• Brands Taking Back Creative Control: Just as brands built in-house media teams 20 years ago, a similar revolution is underway in creative production — brands are reclaiming transparency and control over their content
• The Evolving Role of Agencies: Agencies still own the big idea and the creative vision — but brands are demanding more visibility into how content is developed and which AI tools are being used

Perfect for marketing leaders, creative directors, digital transformation executives, and consumer goods professionals looking to understand how to build responsible, scalable, and human-centered AI programs across global organizations.

Teresa also shares her personal tech stack, highlighting tools like Notebook LM and Lova