Brand building: How Lowe's is transforming into a culture-driven, AI-powered lifestyle brand

In this episode of The Speed of Culture podcast, Matt Britton sits down with Jennifer Wilson, Senior Vice President and Chief Marketing Officer at Lowe’s, to examine how one of America’s largest retailers is executing a modern marketing strategy rooted in culture, experience, and long-term relevance. Jennifer breaks down Lowe’s brand transformation, from expanding beyond traditional home improvement into lifestyle and community, to using AI in home improvement retail, scaling creator partnerships, and building a powerful retail media network. The conversation offers a clear look at how brands evolve without losing trust, and what it takes to stay relevant as consumer behavior, technology, and culture continue to shift.

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