Christine Royston — Chief Marketing Officer, Wrike
Published:
As you think about your workflows, your processes, certainly you want them to be robust and measurable. Now we need to make sure they are flexible because technology is changing so much. How are we going to apply AI and new innovation to those workflows so that we’re not building something that’s so rigid that we have to rebuild it when there is a change in process or when there is a new technology that’s going to make it so much more efficient.
What does Christine Royston say on The Agile Brand with Greg Kihlström?
Christine Royston, Chief Marketing Officer, Wrike, says: Christine Royston outlines how AI is reshaping the CMO role into an orchestrator of human and artificial capabilities, requiring strategic integration rather than ad hoc tool adoption. She stresses that AI effectiveness hinges on high-quality, centralized data and flexible, measurable workflows, and argues marketing leaders must build agile teams and operational frameworks that continuously incorporate AI and innovation to deliver personalized customer experiences.
From: The Agile Brand with Greg Kihlström
Cite as: Christine Royston. (2026). On The Agile Brand with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/christine-royston-as-you-think-about-your-workflows-your-processes-certainly