Michelle Boockoff-Bajdek — Chief Marketing Officer, Sitecore
Published:
We had a global consumer brand… their struggle was… we need to do a better job with content localization… with Microsoft, we co-designed a prototype using this consumer brand’s brand guidelines and their regional glossaries… When we kind of got through this pilot, local teams accepted nearly something like 80% of the AI suggestions unchanged because the AI had truly absorbed and understood the brand voice. It didn’t replace creative judgment, it accelerated it.
What does Michelle Boockoff-Bajdek say on The Agile Brand with Greg Kihlström?
Michelle Boockoff-Bajdek, Chief Marketing Officer, Sitecore, says: A conversation with Michelle Boockoff-Bajdek (Sitecore) and Talisha Padgett (Microsoft) about designing empathetic, trustworthy marketing with AI. The episode argues for shifting from static customer segments to real-time behavioral signals, treating AI as a creative amplifier rather than a replacement, and de-risking innovation through controlled pilots and strong governance. It emphasizes data protection, brand-safe content, and leadership building AI fluency to unlock human-centric outcomes.
From: The Agile Brand with Greg Kihlström
Cite as: Michelle Boockoff-Bajdek. (2026). On The Agile Brand with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/michelle-boockoff-bajdek-we-had-a-global-consumer-brand-their-struggle-was-we-need