Shawn Goodin: Agent-Driven Marketing?

Shawn is the Global VP of Solutions at FirstHive, which is a customer data platform. Prior to that, he held senior leadership roles at Capgemini, Silicon Valley Bank, JPMorgan Chase, Clorox, Northwestern Mutual and SC Johnson. He is also an advisory board member of the Customer Data Platform (CDP) Institute.

In this conversation, Shawn describes various roadblocks to transformation in large organizations – especially AI-based initiatives in marketing. He then shares an agentic vision for a future-state where a marketing operations user might simply say: “I want to grow my credit card business by 20% in the US. What should I do?” and the platform would develop a plan for that.