CMO Confidential Podcast Summary Episode: Adam Brotman and Andy Sack | Co-Founders, Forum3 | It's a Bird! It's a Plane! Holy Sh!t, It's AI! Release Date: July 8, 2025

Hosted by Mike Linton, the CMO Confidential podcast delves deep into the transformative impact of Artificial Intelligence (AI) on marketing and business operations. In this episode, Mike sits down with Adam Brotman and Andy Sack, co-founders of Forum3 and authors of the book AI First. The discussion centers around their journey into AI, the pivotal "holy shit" moments that have reshaped their understanding, and practical advice for marketers navigating this rapidly evolving landscape.

1. Introduction and Guest Background [02:24 – 03:08]

Mike Linton introduces his guests, Adam Brotman and Andy Sack, highlighting their impressive backgrounds:

• Adam Brotman: Former Chief Digital Officer at Starbucks, EVP of Global Retail Operations, President and Chief Experience Officer, and co-CEO at J Crew.
• Andy Sack: Managing Partner at Keen Capital and the Innovation Arts Group with extensive experience in the digital and financial sectors.

Together, they co-founded Forum3, a company at the intersection of AI and digital transformation, and authored AI First.

2. Evolution of AI First Book and Naming [03:08 – 05:46]

The conversation begins with the genesis of their book. Initially titled Our AI Journey, Adam and Andy decided during their interviews with AI thought leaders to rename it, capturing the profound impact of AI with a more evocative title.

Mike Linton shares:

"We met with Sam Altman... they were basically talking to us about their eureka moment with AI. That was our holy moment." ([05:11])

3. Interviews with AI Leaders and the "Holy Sh!t" Moment [05:46 – 08:32]

Adam and Andy discuss their interactions with prominent AI figures like Sam Altman, Reid Hoffman, Bill Gates, and Mustafa Suleiman. These conversations revealed the seismic shifts AI is bringing, far beyond initial expectations.

4. Sam Altman and the Concept of AGI [08:32 – 17:57]

A pivotal moment occurs during their meeting with Sam Altman, CEO of OpenAI. The discussion shifts from practical AI applications in marketing to the broader concept of Artificial General Intelligence (AGI)—AI that surpasses human expertise across various functions.

Adam Brotman reflects:

"Sam wanted to focus on AGI... '95% of everything that a marketer does... AI will be able to do it effectively as well as the best marketers.'" ([10:14])

This revelation was a "holy shit" moment for Adam and Andy, illustrating the profound and rapid advancements in AI capabilities.

5. Bill Gates on ChatGPT's Significance [15:19 – 17:57]

Two months post their initial AI discussions, Adam and Andy interview Bill Gates, who compares his experience with ChatGPT to seeing the Alto computer at Xerox PARC in the late '70s—viewing it as a foundational moment for technology.

Bill Gates commented:

"Seeing ChatGPT was as significant as seeing the Alto computer... It might even be more significant." ([16:09])

This comparison underscores the transformative potential of AI, likening it to pivotal technological milestones.

6. Defining the "Holy Sh!t" Moment [18:44 – 30:46]

Adam and Andy explore what constitutes a "holy shit" moment in AI:

• Adam Brotman explains the transition from AI as a tool to AI as agents capable of autonomously accomplishing tasks. For example, AI agents could conduct customer interviews, synthesize data, and generate actionable reports without human intervention ([19:34]).

• Andy Sack adds perspective on the unprecedented speed of AI development, stating:

"The adaptation of AI is not in the way of the development of the AI. It's a completely different kind of thing." ([23:45])

They emphasize that AI's rapid and autonomous advancements differ fundamentally from previous technological evolutions.

7. AI as Unleashed Technology and Societal Adaptation [30:46 – 37:22]

The discussion delves into the challenges of adapting to AI as a rapidly evolving technology that doesn't adhere to traditional adoption curves.

Adam Brotman draws parallels to the COVID-19 pandemic's sudden impact:

"AI is kind of like that... it's going to change society as we know it." ([28:16])

Andy Sack highlights the necessity for businesses to not only keep up but proactively integrate AI to harness its full potential.

8. Impact on Marketing and Agencies [37:22 – 45:29]

Adam and Andy discuss AI's dual impact on marketing:

• Job Transformation: While AI may automate certain marketing tasks, it also augments the role of marketers by providing unprecedented creativity and personalization capabilities.

• Content Explosion: AI enables rapid content creation across various media, increasing the necessity for brands to differentiate themselves.

Mike Linton points out:

"Those that can deploy the tools and the creativity in ways that resonate... it's a whole new realm of what it means to be a marketer." ([43:38])

The conversation underscores the importance of strategic adaptation to maintain a competitive edge in the AI-driven marketing landscape.

9. Practical Steps for Marketers [45:29 – 55:29]

Adam and Andy provide actionable advice for marketers to effectively integrate AI:

1. AI Literacy and Proficiency:

   • Establish a center of AI literacy within the organization.
   • Invest time in learning and understanding AI capabilities.

2. Experimentation:

   • Encourage teams to experiment with AI tools to identify productivity gains and innovative solutions.
   • Example: Adam cites a case where an AI-powered sales agent tripled sales without increasing staff ([55:29]).

3. Vendor Evaluation:

   • Conduct due diligence when selecting AI vendors.
   • Assign knowledgeable teams to assess and integrate AI solutions effectively.

Andy Sack adds:

"There's a huge gap between where 95% of marketers are and where you need to be... get started and realize it's easier to close that gap than you think." ([63:48])

10. Final Advice and Conclusion [55:29 – End]

Wrapping up, Adam emphasizes the urgency and feasibility of embracing AI:

"There is a huge gap... it's easier to close that gap than you think." ([63:48])

Mike shares a light-hearted anecdote about a wardrobe malfunction to illustrate the unpredictability of AI's impact, while Adam encourages listeners to remain curious and proactive in their AI journey.

Key Takeaways:

• AI is Transformative: Beyond automating tasks, AI is reshaping the very nature of marketing and business operations.
• Proactive Adoption: Organizations must educate themselves and integrate AI strategically to harness its full potential.
• Continuous Learning: Staying informed and adaptable is crucial in navigating the AI-driven future.

For marketers and business leaders, this episode serves as a crucial guide to understanding and leveraging AI's expansive capabilities, ensuring they remain at the forefront of innovation and competitive advantage.

Notable Quotes:

• Adam Brotman [10:14]:
  "95% of everything that a marketer does and their agencies do and their individual contributors do, the AI will be able to do."

• Bill Gates [16:09]:
  "Seeing ChatGPT was as significant as seeing the Alto computer... It might even be more significant."

• Andy Sack [23:45]:
  "The adaptation of AI is not in the way of the development of the AI. It's a completely different kind of thing."

• Mike Linton [43:38]:
  "It's a whole new realm of what it means to be a marketer."

• Andy Sack [63:48]:
  "There's a huge gap between where 95% of marketers are and where you need to be... get started and realize it's easier to close that gap than you think."

This comprehensive discussion between Mike Linton, Adam Brotman, and Andy Sack provides invaluable insights into the profound changes AI is bringing to marketing and business. By sharing their "holy shit" moments and practical strategies, they equip listeners with the knowledge and motivation to navigate and thrive in this AI-driven era.