By Alex Panousis

In this third installment of a six-part series, Thinkingbox’s chief growth officer Alex Panousis explores what CMOs need to know about AI today, diving deep into insights on adoption, challenges, and opportunities. Check out the first part with The Vector Institute’s Tony Gaffney here and the second part with WPP’s Perry Nightingale here.

Fab Dolan is no stranger to transformation. With a career spanning over 15 years, he has held roles that have shaped how brands engage with the world. From his time as global CMO for Android to his work at Google Canada as global director, Dolan has always been at the forefront of change in marketing and tech.

As a result, Dolan has a knack for finding persistent gaps, such as the strategic side of marketing often being overshadowed by execution. It was this realization that led him to start 99Ravens, an AI platform designed to enhance the way marketing teams think and collaborate, rather than just automate their tasks.

This disconnect between strategy and execution became glaring as AI tools flooded the market. While most focused on automating production, few addressed the strategic groundwork that makes campaigns resonate. “We’ve been so focused on doing more, faster, that we’ve forgotten to ask whether we’re doing the right things,” Dolan explains.

For Dolan, the problem wasn’t the sheer amount of marketing output, but rather the quality of input. “I’ve never looked back on a campaign and thought, ‘If only we had more headlines, it would have worked,'” he says. “Campaigns succeed because of sharp strategies and clear insights, not sheer quantity.”  

Instead of churning out deliverables, 99Ravens is designed to support the development of strong briefs and cohesive strategies. 

The rise of AI and rapid cultural shifts have added new layers of complexity to marketing. Dolan points out that marketers are now expected to move faster than ever, often at the expense of thoughtfulness. “In a digital-first world, weak briefs don’t just waste effort – they undermine your entire approach, especially when AI is involved. Good inputs lead to great outcomes, and the reverse is equally true.”

He notes that as marketing teams have become more specialized, the processes that bring them together – research, alignment, collaboration – have grown more fragmented. “We’ve unintentionally created roadblocks at a time when we need more fluidity and cohesion,” he says.

In this environment, the quality of strategic inputs has never been more critical. “AI amplifies whatever you give it. If you feed it vague or unfocused instructions, it won’t magically create brilliance. But if you give it a well-thought-out brief, it becomes a powerful tool for creativity and impact.”

Dolan believes that AI presents both a challenge and an opportunity for CMOs. “AI is great at following patterns, but marketing is about breaking them. You can’t rely on off-the-shelf models to deliver differentiation – they’re built to optimize for the average.” Instead, he advocates for tailoring AI tools to a brand’s unique needs. “Every brand has its own story, its own data, and its own way of thinking. To stand out, you need tools that reflect that individuality.”

He also cautions against viewing AI as a quick fix. “The temptation is to see AI as a productivity booster, but that’s a limited view. Its real potential lies in amplifying creativity and helping teams think more deeply.”

Looking ahead, Dolan sees a pivotal moment for the industry. “We’re at a crossroads. If we continue to prioritize speed and volume over quality and differentiation, we’ll end up with a landscape of sameness. But if we use AI to enhance strategic thinking and creativity, the possibilities are enormous.” For Dolan, this isn’t just a theoretical shift – it’s a practical one. He believes the key lies in embedding AI earlier in the marketing process, at the strategy stage. “The earlier you introduce clarity and focus, the more effective everything else becomes,” he says.

Dolan takes pride in the strides being made by Canadian marketers. He points to companies like Nestlé Canada, which are using AI not just to optimize processes but to reimagine how teams collaborate. “What Nestlé is doing is inspiring. They’re showing that AI can be a tool for both creativity and alignment, not just efficiency.” He also highlights smaller players, like the startup Laetro, which are blending human ingenuity with AI to push creative boundaries. “The best work is coming from those who see AI as a way to unlock new possibilities, not just automate the old ones.”

Dolan’s advice for marketers is simple but urgent: focus on what makes your brand stand out. “AI makes it easier than ever to create more content, but in a crowded market, more doesn’t matter. What matters is being distinct.” As marketers grapple with how to integrate AI into their workflows, Dolan’s message is clear: don’t settle for more – aim for better.

Fab Dolan is a founder, advisor, and marketing executive with 15-plus years of experience at global brands.  His career spans traditional CPG and tech, including his role as global CMO for Android, where he established a global go-to-market team for the world’s largest mobile platform and led key marketing investments. Previously, as country marketing director at Google Canada, he helped scale the company’s local presence. Recognizing the potential of enterprise AI, Dolan left big tech to build an AI platform tailored for CMOs.