Marketing Vanguard – Emma Chalwin, Workday CMO on the AI Era

Host: Jenny Rooney (Adweek)
Guest: Emma Chalwin (CMO, Workday)
Date: February 11, 2026
Special Location: FQ Lounge, Davos (World Economic Forum Event)

Episode Overview

This episode of Marketing Vanguard features a candid conversation between host Jenny Rooney and Emma Chalwin, CMO of Workday, set at the World Economic Forum in Davos. The discussion explores the transformative impact of AI on the workforce, the CMO’s evolving role in the C-suite, the critical importance of trust and human connection, and how brands like Workday are navigating rapid change as they elevate the human potential in era-defining ways.

Key Discussion Points & Insights

1. The Importance of Davos for CMOs

(01:06 - 02:14)

• Davos provides an unparalleled venue for networking with customers, partners, and prospects.
• The event theme—human connection and dialogue—resonates with Workday’s mission.
• CMOs are increasingly present and influential at Davos, signaling recognition of marketing as a strategic function rather than a supporting one.

Quote:

"Marketing is the master storyteller...we're closer to the customer than we've ever been before...use all the amazing data and insights leveraging technology and AI to get the right message to the right people at the right time."
— Emma Chalwin (02:14)

2. The Shifting CMO Role in the AI Era

(02:14 - 04:41)

• CMOs’ roles have grown increasingly strategic and many now report directly to the CEO.
• The best CMOs blend “art and science”—storytelling and data analytics—to drive not only brand but business growth.
• As AI reshapes the landscape, CMOs must prove the impact of every marketing dollar, moving from “mad men and women to math men and women.”

Quote:

"The CMOs that are going to really flourish...are those that really blend art and science. So no longer can we just focus on the top of the funnel metrics... But we also have to know the numbers. We have to prove the impact of every dollar that we spend."
— Emma Chalwin (03:46)

3. Workday’s Growth & Differentiation

(04:57 - 05:51)

• Workday is the “number one AI enterprise platform for people and money”—the two most vital organizational assets.
• The company focuses on amplifying human potential, not replacing jobs with AI.
• Emma finds deep purpose in leading high-performing teams and developing future leaders at Workday.

Quote:

"We're not talking about replacing jobs, we're talking about amplifying the role of the human and what it means to be a human at work."
— Emma Chalwin (05:24)

4. Emma Chalwin’s Background & Philosophy

(05:54 - 06:48)

• Over 30 years in tech marketing, with a passion for constant learning and curiosity.
• Deep belief in blending creativity with strong data-driven approaches.
• Personal mission is to build the next generation of marketing leaders.

Quote:

"Being creative, I'm creative by nature, but I've had to train my brain to be more data driven and be more of a mathematician in my day to day job...creating the next generation of CMOs but also leaders for Workday really is my passion."
— Emma Chalwin (06:16)

5. CMOs as Drivers of Change in the AI Era

(07:18 - 09:34)

• CMOs must not only respond to change but shape it, particularly as the enterprise workforce diversifies (humans, agents, robots).
• The CHRO (Chief Human Resources Officer) title and function itself may need to evolve as the nature of work changes.
• CMOs must become trusted advisors and prove the real value of their marketing investments, especially addressing growing employee and customer anxieties around AI and automation.

Quote:

"I feel like one of my roles...is to really be a trusted advisor...showcase the true value that our technology is bringing from an AI perspective to help fuel the growth of the business of our customers and tell our customers' stories to prove that value."
— Emma Chalwin (08:46)

6. The AI Productivity Paradox & Soul Work

(09:57 - 11:07)

• Workday research: While 40% of employees save significant time with AI, much of this time is spent “sanity-checking” the AI’s outputs.
• The goal should be to channel time saved by technology into “soul work”: creative, collaborative, empathetic, and ethical tasks that require a distinctly human touch.

Quote:

"The important thing...is the time that is saved by technology is put back into soul work or put that back into the skills that are essential to be successful in this new world of work."
— Emma Chalwin (10:29)

7. The Evolving Role of Brand — “B2H: Business to Human”

(11:07 - 12:39)

• Trust, humility, and value-driven messaging are now more crucial than ever.
• Brand tone should avoid jargon, instead offering genuine help and clarity.
• Workday’s Rockstar campaign exemplifies doing things differently to stand out: “no one else could put their logo on our brand.”
• Movement away from strictly B2B or B2C marketing, towards B2H (Business to Human), aligning messaging to the customer’s journey and emotional needs.

Quotes:

"There's never been more of a time to lean into your values as a brand, because again, people have a choice. One of the values of Workday is also fun—we try and do things a little bit different so that no one else could put their logo on our brand."
— Emma Chalwin (11:34)

"I'm trying to move our marketing from being B2B to B to human."
— Emma Chalwin (12:09)

8. Notable Moments & Closing Thoughts

(12:39 - 13:11)

• Speculation on Workday’s possible Super Bowl ad appearance.
• Jenny and Emma close by reflecting on the innovative platforms reshaping modern marketing and the excitement of continued evolution in both B2B and B2C brand-building.

Quote:

"We have to watch this space."
— Emma Chalwin, on a possible Super Bowl ad (12:41)

Memorable Quotes (with Timestamps)

• "Marketing is the master storyteller...we're closer to the customer than we've ever been before..." — Emma Chalwin (02:14)
• "We’ve moved from mad men and women to math men and women." — Emma Chalwin (03:46)
• "We’re not talking about replacing jobs, we’re talking about amplifying the role of the human..." — Emma Chalwin (05:24)
• "I’m trying to move our marketing from being B2B to B to human." — Emma Chalwin (12:09)

Timestamps for Key Segments

• 01:06 — Importance of Davos for CMOs & Workday’s Purpose
• 02:14 — The rise of the strategic CMO and closer customer connection via AI
• 03:46 — The "art and science" of modern marketing; CMOs as growth officers
• 04:57 — Workday's growth story and human-centered AI philosophy
• 05:54 — Emma’s background and passion for team-building
• 07:18 — CMOs leading not just responding to change; workforce diversification
• 09:57 — The AI productivity paradox and the quest for "soul work"
• 11:07 — Brand trust, differentiation, Rockstar campaign, B2H approach

Tone & Language

The conversation is authentic, candid, and future-focused, balancing strategic insight with warmth, humor, and humility—mirroring Emma Chalwin’s leadership style and Workday’s human-first culture.

This summary captures all substantive topics and memorable moments, equipping you with a rich sense of the episode’s ideas, tone, and practical wisdom for today’s marketing leaders.