“I think that AI is going to take us to a different plane and they're taking us there at a meteoric speed. And those who reject it are just going to be collecting data and data is valuable, but insights are more valuable.” - Marian Salzman

In today's business landscape, standing still is the fastest way to become irrelevant. Industries you'd never expect to change—like tobacco—are turning disruption into an art form. Enter PMI’s, Marian Salzman, a globally renowned trendspotter, communication expert, and provocateur known for shaking things up and pushing the boundaries of what's possible. This episode of The Speed of Culture dives into why embracing fearless innovation isn't just good advice—it's the only playbook that matters.

Marian Salzman is SVP at PMI (Philip Morris International), leading transformative initiatives aimed at creating a smoke-free future. Renowned as one of the world's top trendspotters and communication strategists, Marian's career highlights include coining the term "metrosexual," pioneering online market research, and serving as Chief Communications Officer at Havas. With extensive global experience, Marian is known for her provocative insights and fearless approach to marketing and cultural forecasting.

Tune into the latest episode or read the transcript below to learn more. Here are some top takeaways:

Stop Waiting for AI—It’s Already Changing the Game

Forget the buzz—AI is already reshaping how brands unlock consumer insights. Marian compares AI to "your smartest friend," capable of decoding massive datasets in moments and turning hours of tedious analysis into instant strategic clarity. Brands that embrace AI today will leap ahead, while those stuck debating its merits risk missing out entirely. AI isn’t a future concept; it's a current competitive advantage reshaping markets now.

Loving Ideas, Not Writing: The New Creative Process with AI

Marian admits she doesn’t enjoy the actual process of writing—but loves seeing ideas come alive through collaboration with AI tools. She describes how AI helps her explore diverse perspectives instantly—transforming raw ideas into fully-developed narratives. For brands, this means creativity no longer demands painful hours of revision; it's about quickly experimenting, refining, and boldly publishing ideas that resonate.

From Skeptic to Advocate: Reinventing PMI’s Future

Initially skeptical about joining a tobacco giant, Marian found herself compelled by PMI’s genuine pivot toward a smoke-free world. She highlights the $14 billion investment in innovations, marking PMI's transition away from the most harmful traditional products. Brands can take note: radical transparency and genuine commitment to change can convert even harsh critics into passionate advocates.

Swipe Left on Loneliness: Why Human Connection Is Now a Brand Responsibility

We’re facing a quiet crisis of disconnection, with screens replacing real relationships and interactions growing increasingly superficial. Referencing Robert Putnam’s "Bowling Alone," Salzman warns that the erosion of meaningful social ties can deeply harm brand trust and consumer loyalty. Now, more than ever, brands must step up, fostering genuine human experiences to build lasting connections or face a future where consumers simply swipe left and move on.