Q&A: Accenture Edge CMO on AIās Impact on Marketing
In an exclusive interview with Marketing Chief, Ashley Gatehouse, Chief Marketing Officer of Accenture Edge and speaker at BizClik's upcoming CXO Summit, explores both the ways AI is transforming marketing, and the importance of having humans at the helm.
Ahead of his panel, āThe Future of AI in Marketingā at the CXO Summit, Ashley discusses how CMOs can successfully navigate AI transformation, maintain brand integrity and deliver measurable business impact.
Secure your tickets to the CXO Summit now.
Please tell me a little about yourself and your role.
As Chief Marketing Officer at Accenture Edge, I lead global strategies to scale intelligent demand generation, enhance brand reach and resonance, and drive growth in the US$240bn global mid-market segment for Accenture.
My work focuses on aligning a nexus of data intelligence, technology and skills to deliver data-driven and AI-enabled go-to-market strategies, innovative personalised scale storytelling and mass account-based marketing to optimise market and customer engagement to deliver measurable business impact and growth.
With over 25 years of executive leadership experience in B2B and B2C markets, I specialise in building high-performing, client-centric teams and executing transformative growth marketing and demand generation strategies.
At Avanade, we leverage cutting-edge Microsoft technology to create human-centred solutions that drive innovation and success. I am motivated by delivering impactful business outcomes through collaboration, operational excellence, and a commitment to meaningful customer experiences.
How are you personally using AI in your day-to-day work or leadership routine?
Personal productivity, research agents and meeting management
How can marketing leaders maintain brand integrity and customer trust when using AI?
Use AI to automate and streamline. To do things weāve never been able to do before such as real-time personalisation at scale and in-flight client nurture curation, but ensure humans remain at the helm.
What are some of the ways CMOs can approach measuring ROI around AI initiatives?
Be very clear about what your measures of success are, how they will be attributed and captured and whether you have the data and enablement layer to facilitate that measurement. Do this before you write the AI initiative cheque.
- The CXO Summit will bring together more than 500 executives.
- The event will take place over the 7th and 8th of October 2026.
- The CXO Summit will be held at Convene 155 Bishopsgate in London.
- There will be four dedicated zones for CHROs, CEOs, CMOs and CFOs.
- Speakers at the CXO Summit include Lisette Danesi, Global Chief People Officer, Corporate Functions at WPP and Jasper Martens, Chief Marketing Officer of PensionBee.
Don’t apply AI to processes that don’t work properly now… all you will create is more efficient failure at scale."
Why is the CXO Summit a must-attend event for marketing leaders tackling AI transformation?
Any event like this that allows CMO practitioners to harvest learning and experiences from peers will inevitably, through a process close to serendipity, create powerful knowledge transfer.
When it comes to AI in marketing, what is your biggest piece of advice to CMOs?
Donāt apply AI to processes that donāt work properly nowā¦ all you will create is more efficient failure at scale.
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Interested in becoming a speaker? Share your insights and lead the conversation on stage ā apply here.
Executives
Ashley Gatehouse
CMO for Avanade and Global Mid-Market Marketing & Communications Lead at Accenture
