Marketing Vanguard at Cannes: Why Forcing AI Adoption Backfires ft. Rafa Flores of Treasure AI
If you think the story behind AI is a productivity-led one, you’re wrong. Our series from Cannes 2026 continues as host Jenny Rooney sits down with Rafa Flores, Chief Product and Growth Officer at Treasure AI. In this one, Rafa cuts through the noise around AI adoption and AI-selling and gets into the real issue CMOs are facing: teams are not just unsure about AI; they are scared of what it could mean for their roles. He reveals how forcing AI adoption from the top can backfire, royally and why real AI success should be measured through revenue and conversion impact.
Rafa Flores is the Chief…
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