Q1. Could you start by giving us a brief overview of your professional background, particularly focusing on your expertise in the industry?

I’m a senior sales and consulting executive with 28+ years of experience driving growth and digital transformation across the Communications, Media, and Technology sector. 

At Accenture Song, I lead complex pursuits that bring together AI adoption, user experience design, personalization at scale, omnichannel orchestration, billing modernization, and e-commerce to deliver measurable gains in revenue, margin, acquisition, retention, and customer lifetime value.

My expertise blends customer relationship management, digital strategy, and a consultative sales approach; I translate strategy into scalable programs that align data, platforms, and operating models. I’m also a member of the Forbes Business Development Council (since 2025).

At Accenture Song, I partner with cross-functional teams to design go-to-market strategies, run large sales pursuits, and enable life-centric product innovation. I bring a strong foundation in consulting and commercial strategy, plus a deep understanding of generative AI and its impact on marketing, user experience, and digital commerce.

In addition, I advise global expert networks, supporting investors and clients across North America, LATAM, Australia, and EMEA on digital transformation, AI adoption, eCommerce, marketing effectiveness, and business development.

 

Q2. Looking ahead to 3-5 years, what emerging generative AI capabilities or adjacent technologies should companies watch for in the Communications, Media & Technology sector?

In the next 3–5 years, generative AI will reshape Communications, Media & Technology in different ways.

Communications (Telco)

We will see agentic AI embedded into customer service, billing, and network management. For example, a telco could deploy AI agents that not only resolve service tickets but also proactively offer personalized plans based on usage and network conditions. Open APIs will allow partners to plug into telco billing and identity systems, turning the network into a monetizable platform.

Media

Hyper-personalized content will dominate. Studios are already testing AI-generated trailers customized to each viewer. Imagine two subscribers watching the same film trailer, one version highlighting romance, another emphasizing action, tailored by AI to their preferences. AI dubbing and synthetic voices will also accelerate localization, helping with global launches.

Technology

Expect the rise of multi-agent systems with governance controls, multimodal foundation models that integrate text, audio, and video, and more efficient hardware like specialized GPUs or NPUs. This will enable AI to run not just in the cloud but also at the edge or on devices, powering real-time personalization across industries.

 

Q3. How rapidly are Communications, Media & Technology companies adopting generative AI technologies to transform digital marketing and customer experience?

Adoption of generative AI in Communications, Media & Technology is happening at unprecedented speed. In the past 18–24 months, many leaders have shifted from proof-of-concept to scaled implementation.

In media, Netflix and Warner Bros. Discovery have experimented with AI-generated trailers and localized dubbing, cutting production cycles by up to 10x. Sports organizations are exploring AI agents to generate fan engagement content, while gaming firms are integrating AI-driven NPCs (non-player characters) that respond dynamically to players.

In telecom, leading providers are deploying AI to personalize acquisition journeys, reduce churn, and automate customer care. For example, AI can identify high-value customers likely to leave and trigger a retention campaign with targeted offers in real time.

That said, adoption remains uneven. Large players are racing ahead, while mid-market companies are constrained by data readiness, governance frameworks, and regulatory concerns such as IP rights and bias. Still, the overall trajectory is clear: AI is moving from experimentation into core business processes, particularly in marketing and customer experience.

 

Q4. According to you, which are the strategic partnerships, ecosystems, or vendor collaborations that are shaping advantage and accelerating time-to-market for generative AI marketing solutions?

The acceleration of Gen AI adoption is fueled by strategic partnerships. No single vendor can provide all the pieces; ecosystems are where real advantage is created.

At the infrastructure layer, alliances like NVIDIA, OpenAI, Microsoft Azure, or GCP’s AI stack are enabling enterprises to scale compute capacity for AI. In telecom, partnerships between telcos and hyperscalers (AWS, Azure, GCP) are delivering verticalized solutions, such as AI-powered call centers or predictive network assurance.

In the marketing space, collaborations between Adobe, Salesforce, and consultancies like Accenture are unifying creative tools, data, and AI. For example, Adobe’s Firefly, integrated with Experience Cloud and deployed by a consulting partner, allows a brand to generate personalized assets in minutes and immediately activate them across channels. Writer is another platform that enables copy personalization at scale.

These ecosystems accelerate time-to-market by bringing trusted platforms, robust data pipelines, and consulting expertise together. The winners will be companies that don’t just buy AI tools but actively embed themselves into these multi-vendor ecosystems to reduce friction, improve trust, and deliver outcomes faster.

 

Q5. Which use cases of generative AI are delivering the strongest competitive edge in this sector?

The most powerful generative AI use cases in CMT are those that directly improve revenue, efficiency, and customer loyalty.

Hyper-personalized content

Streaming platforms can generate personalized trailers, increasing play rates and customer engagement. For instance, Netflix has tested different cuts of a trailer based on users’ past viewing habits.

AI-enabled customer journeys

Telecoms are using AI agents to guide customers through plan selection, billing issues, and upsells. One telco reduced average handling time by 40% while increasing cross-sell conversion.

Content production acceleration

Media firms use AI for dubbing, subtitling, and VFX. Warner Bros.’ El Eternauta production leveraged AI for special effects at a fraction of the usual time and cost.

Predictive retention models

Telcos and streaming companies can anticipate churn and proactively offer personalized deals or recommendations. A U.S. operator saw double-digit improvement in retention through AI-driven campaigns.

These use cases not only drive growth but also create durable competitive advantages because they combine creativity, efficiency, and customer intimacy.

 

Q6. How are product innovation and development evolving in generative AI marketing solutions to meet emerging customer needs?

Product innovation in Gen AI marketing solutions is evolving rapidly to meet customer expectations for speed, relevance, and trust.

Multimodal solutions

Marketers now demand tools that can generate campaigns across text, images, video, and voice in a single workflow. This allows a retail brand, for example, to design product descriptions, social media posts, and promotional videos from one prompt.

Enterprise-ready guardrails

Solutions are embedding watermarking, compliance checks, and brand governance into AI outputs. Adobe’s Firefly, for instance, ensures generated images are rights-cleared for commercial use.

Human + AI collaboration

Companies are recognizing that AI should augment, not replace, marketing teams. GenAI handles scale, producing thousands of ad variations, while humans oversee storytelling, ethics, and brand consistency.

On-demand personalization

Solutions are evolving to generate unique content in real time, such as personalized email subject lines or ad creatives based on user context.

These innovations shift marketing from batch campaigns to an ongoing, context-aware engagement, aligning product development closely with dynamic customer needs.

 

Q7. If you were an investor looking at companies within the space, what critical question would you pose to their senior management?

My first question to senior management would be: 

How are you embedding generative AI into the core of your business model, not just as an experiment, but as a driver of revenue, margin, and customer lifetime value