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18: The secret to Klarna’s AI advantage: Insights from David Sandstrom, chief marketing officer at Klarna
Manage episode 506885137 series 2390580
Content provided by Deloitte Digital and Alan B. Hart. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Deloitte Digital and Alan B. Hart or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://podcastplayer.com/legal.
In today’s episode, we continue our Cannes Lions series as Alan and David Sandstrom, chief marketing officer at Klarna, discuss how embracing change, leveraging artificial intelligence (AI), and balancing data-driven efficiency with creativity are shaping the future of marketing and brand-building.
Klarna is a financial technology company that is well-known for its "buy now, pay later" (BNPL) options. David highlights the macroeconomic trends that he believes are contributing to the continuing growth of BNPL, while also sharing Klarna’s efforts to diversify their offerings with digital banking and mobile phone plans. Innovation and experimentation are core to Klarna’s culture, and can be seen in initiatives like their interactive customer hotline featuring an AI avatar of their chief executive officer. David also outlines how he and his team encourage employees to use AI internally by actively measuring AI usage, using it as a team on a daily basis, and challenging team members to complete tasks that would be impossible without it. However, despite Klarna embracing AI usage and adopting new technologies, David emphasizes the essential role of human creativity in creating resonant messaging. He also discusses his interest in “anti-trends”, like long-form content, as open spaces to build brands and tell stories.
In this episode, you'll learn:
How building an AI-driven culture can boost innovation and efficiency
Why combining technology with creativity can be key to brand success
How expanding and educating beyond your core offering can drive growth
Key quotes:
“We’re not doing anything new based on AI. We’re only doing the things we used to do, but way more efficiently, way faster, at a way lower cost.” - David Sandstrom, chief marketing officer at Klarna
“I think our investment in AI culture has been more important than our investment in AI infrastructure” - David Sandstrom, chief marketing officer at Klarna
Key highlights:
[00:30] Introduction
[01:05] What’s new for Klarna
[01:50] David’s career path
[03:25] The key to David’s CMO longevity
[04:00] Growth of BNPL
[05:20] Extending beyond BNPL
[06:15] Moving to digital banking
[08:00] Creating a culture to embrace AI
[11:30] The impact of AI on the creative process
[13:40] An experience that defines you: Being born to a juxtaposing pair
[14:25] Advice to your younger self: Enjoy the ride
[14:55] A topic marketers need to learn more about: How to build a brand today
[16:00] Subcultures and trends to follow: Anti-trends and long-form
[17:30] Largest threat to marketers today: Becoming too data-driven
Resources mentioned:
Cannes Lions International Festival of Creativity
Klarna’s AI chief executive officer report
Follow the podcast:
Connect with David Sandstrom and Klarna:
Connect with Alan Hart and Deloitte Digital:
25 episodes
Share
Manage episode 506885137 series 2390580
Content provided by Deloitte Digital and Alan B. Hart. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Deloitte Digital and Alan B. Hart or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://podcastplayer.com/legal.
In today’s episode, we continue our Cannes Lions series as Alan and David Sandstrom, chief marketing officer at Klarna, discuss how embracing change, leveraging artificial intelligence (AI), and balancing data-driven efficiency with creativity are shaping the future of marketing and brand-building.
Klarna is a financial technology company that is well-known for its "buy now, pay later" (BNPL) options. David highlights the macroeconomic trends that he believes are contributing to the continuing growth of BNPL, while also sharing Klarna’s efforts to diversify their offerings with digital banking and mobile phone plans. Innovation and experimentation are core to Klarna’s culture, and can be seen in initiatives like their interactive customer hotline featuring an AI avatar of their chief executive officer. David also outlines how he and his team encourage employees to use AI internally by actively measuring AI usage, using it as a team on a daily basis, and challenging team members to complete tasks that would be impossible without it. However, despite Klarna embracing AI usage and adopting new technologies, David emphasizes the essential role of human creativity in creating resonant messaging. He also discusses his interest in “anti-trends”, like long-form content, as open spaces to build brands and tell stories.
In this episode, you'll learn:
How building an AI-driven culture can boost innovation and efficiency
Why combining technology with creativity can be key to brand success
How expanding and educating beyond your core offering can drive growth
Key quotes:
“We’re not doing anything new based on AI. We’re only doing the things we used to do, but way more efficiently, way faster, at a way lower cost.” - David Sandstrom, chief marketing officer at Klarna
“I think our investment in AI culture has been more important than our investment in AI infrastructure” - David Sandstrom, chief marketing officer at Klarna
Key highlights:
[00:30] Introduction
[01:05] What’s new for Klarna
[01:50] David’s career path
[03:25] The key to David’s CMO longevity
[04:00] Growth of BNPL
[05:20] Extending beyond BNPL
[06:15] Moving to digital banking
[08:00] Creating a culture to embrace AI
[11:30] The impact of AI on the creative process
[13:40] An experience that defines you: Being born to a juxtaposing pair
[14:25] Advice to your younger self: Enjoy the ride
[14:55] A topic marketers need to learn more about: How to build a brand today
[16:00] Subcultures and trends to follow: Anti-trends and long-form
[17:30] Largest threat to marketers today: Becoming too data-driven
Resources mentioned:
Cannes Lions International Festival of Creativity
Klarna’s AI chief executive officer report
Follow the podcast:
Connect with David Sandstrom and Klarna:
Connect with Alan Hart and Deloitte Digital:
25 episodes
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Similar to Marketing Beyond with Alan B. Hart
Alessandro Bogliari, CEO and Co-Founder of The Influencer Marketing Factory, a global influencer marketing agency, talks with great guests about influencer marketing, social media, the creator economy, social commerce and much more.
…
continue reading
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…
continue reading
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continue reading
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…
continue reading
The official podcast of Rampver Financials. Delivering the best talks, advice, and recommendations about personal finance, investing, entrepreneurship, and success. Subscribe and never miss an episode!
…
continue reading
Rachel Cooke is your guide to leadership and communication, helping you craft a workplace environment you can feel good about. She’ll share tips to help you balance your work and personal life, effectively invest your time, and be mindful about where you’re devoting your energy. Let Rachel help you navigate your path to success—however you define it.
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continue reading
Each weekday, Marketplace’s Kimberly Adams makes today make sense along with her Marketplace colleagues, breaking down happenings in tech, the economy, and culture. Because none of us is as smart as all of us.
…
continue reading
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