Christine Royston — Chief Marketing Officer, Wrike
Published:
I think the risk is, is AI using the right data? Is it using a complete set of data to help to move work along? And so I think that really points to the need for having this structured knowledge. Do you have all of your workflows documented so that AI has the right inputs to actually be helpful to you and give you the right output?
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-i-think-the-risk-is-is-ai-using-the-right-data-is-it-using