On a special episode of NYWICI’s WomenHeard podcast, Jennifer O’Neill (communications leader for the Americas region at Reckitt) and Sangeeta Prasad (the first CMO at global technology consulting company Slalom) joined guest host Linda Descano (former NYWICI president and current Chief Global Integration & Marketing Officer at Havas Red Agency) to discuss how the roles of marketing and communications are evolving, what has changed and what stayed the same, and how AI is affecting it all.

Here are a few takeaways from their fascinating conversation.

What Has Changed and What Hasn’t?

At its core, marketing remains about understanding the customer: what drives them, what they need, and how a company can deliver for them.

What has changed dramatically, however, is “the how.” Technology has accelerated the pace of change, and the AI revolution is only increasing it.

Marketing is also increasingly being viewed as a growth engine. Better measurement has made it easier to demonstrate its impact on the business, giving marketing and communications leaders a stronger case for a strategic seat at the table.

Trust Is Key

With the affluence of media sources, people nowadays have changed the way they consume and inspect information. Social media and influencers have moved some of the power traditionally held by institutions toward individuals, changing how companies think about communicating with their most important audiences.

For companies, the recipe for success lies in staying true to their purpose, vision, and values, rather than reacting to every piece of external noise. When the foundation is strong, it becomes easier for companies to determine which issues require a response and which should be filtered out.

Agility in an Always-On World

The days of marketing existing primarily as a series of carefully planned campaigns are long gone, and the constant news cycle means internal procedures and decision-making now requires agility both externally and internally.

But a company cannot focus solely on reacting to the news cycle, as distracting as it might be. It also has to be proactive. You have to ask, Who do we want to be externally, and how do we shape that?

Leaders need to determine where they should proactively participate, where they need to learn more, and where they should simply stay out of the conversation.

The New Role of Marketing and the Renaissance Marketer

As marketing becomes more integrated with the rest of an organization, the skills required from communicators and marketers are changing too.

Professionals no longer need to be experts in specific or niche fields. Instead, they need the ability to connect the dots, understand the business, solve problems, and think critically. Successful marketers need to understand what’s happening across functions rather than remaining in their own lane.

That means being curious, staying up to speed, and developing the ability to stretch into unfamiliar areas. It also means maintaining a strong professional network and knowing who to call when you need expertise beyond your own.

AI is a Tool, not a Destination

The changes of AI are rapidly affecting the daily work of marketers and communicators, accelerating research functions and the ability to process data. But it shouldn’t replace the qualities that require human judgment, insight, or critical thinking. Rather, it should be a balancing act between the two.

As the marketing and communications landscape continues to evolve, this podcast conversation offers a clear reminder: Technology may change the tools, the pace, and the channels, but authenticity, trust, and critical thinking remain at the heart of effective communication and leadership.

Many thanks to Jennifer O’Neill, Sangeeta Prasad, and Linda Descano for joining us! For the full discussion, listen to NYWICI’s WomenHeard podcast.