At the 2026 Cannes Lions, Meta's then-CMO and VP of analytics Alex Schultz stated that chief marketing officers are measured by results, not creativity or awards, and must do work that inspires the people in the company. A few days after the conference concluded, Meta announced that Schultz would become the company's first chief data officer, passing the CMO title to Denise Moreno. Schultz identified three categories of brand AI use in the future: pure AI-only content, creators enabled by AI, and brands and creators who swear they will never use it. He said, "The middle category will be the biggest," adding, "Pure human makes sense for some brands, but that middle bit of brands and humans enabled by AI will be the biggest."