Cinthia
Beccacece Satornino
Professoressa Associata di Marketing Babson College Guest Speaker
Cinthia Beccacece Satornino serves as an Associate Professor of Marketing at Babson College. Her research focus is twofold: 1) leveraging salesperson psychology to enhance sales management, and 2) managing strategically and responsibly in the AI-enabled marketing era. Her work in artificial intelligence centers on understanding the benefits, risks, stakeholder tensions, and ecosystem effects, and the complexity of responsible implementation, as well as preparing managers for the AI-enabled future of marketing. She has coauthored several award-winning academic journal publications, including in the Journal of Marketing. Her work has also been published in the Journal of the Academy of Marketing Science, Industrial Marketing Management, the Journal of Public Policy and Marketing, the Journal of Personal Selling and Sales Management, and the Journal of Business Research. Her research has been cited in the Harvard Business Review, Forbes, Big Think, The Conversation, Psychology Today, and Fast Company, among others. She is the coauthor of the sales management book, At the Helm: Navigating the Next Era of Sales Management and the author of the forthcoming book, Depth Perception: Sales Management Beyond the Horizon. She currently serves as Associate Editor for the Journal of Business Research and serves on the editorial review boards of the Journal of the Academy of Marketing Science, the Journal of Public Policy and Marketing, and the Journal of Retailing. As part of her passion for applied research, she regularly connects with practitioners through executive education, invited speaking engagements, and workshops, as well as consultative research collaborations.
COURSES
Artificial intelligence is rapidly reshaping marketing, but adopting more AI does not necessarily produce greater value. Many organizations are experimenting with new technologies without a clear method for determining where to invest, which opportunities deserve priority, how much human involvement is required, or whether the organization is prepared to scale its initiatives responsibly. The resulting challenge is not simply understanding what AI can do. It is knowing how to lead an organization through the strategic and structural changes that AI makes possible.
Serving as the capstone to the four-part executive education program, AI Beyond the Hype Today, and Beyond builds on participants’ prior exposure to AI applications in branding, communication, creativity, analytics, and consumer insight. The session shifts the conversation from understanding and applying AI to leading AI-enabled transformation. It is organized around six consequential decisions that executives must make as they move from experimentation toward sustained organizational impact.
The Six Executive Decisions
- Where should we focus our AI investments?
- Which AI opportunities deserve strategic priority?
- How do we manage AI’s strategic risks?
- How should we design an AI implementation strategy?
- How should we govern AI?
- How do we prepare for what comes next?
