How AI is forcing CMOs to Adapt and Evolve with Julien Sauvage from Cordial

If your product isn’t in the protected AI budget line, you’re about to become an “optional tool” with a UI.

In this episode, Julien Sauvage CMO at Cordial delivers the reality check B2B teams don’t want—but need: the AI wave isn’t just changing how software gets built, it’s changing where money goes. And if you’re still running marketing like it’s an infinite-seat-count world, you’re basically trying to win Formula 1 with a tricycle.

AI spend is ballooning, everything else is fighting for scraps, and the CMO job is mutating from campaign conductor to capital allocator. We get into what it takes to stay relevant when “more pipeline” isn’t enough, how to prove brand impact with actual data (yes, he built a custom GPT for it), and why “do more with less” is a trap—unless you’re willing to do less, but better. 

We also explore: 

• Why AI gets you to “V1”… and the real work starts after
• The new CMO mandate: get closer to product, budgets, and workflows—or get ignored
• How to use AI for competitive intel + VoC mining without pretending it’s magic
• AI search visibility: why it’s Greenfield chaos, and how to measure without chasing ghosts
• POV that cuts through: pick a villain, or sound like everyone else