Peters developed and launched Spectrum One, the industry’s first converged offering bundling mobile, internet and advanced WiFi. This year, she and her team led the launch of “Life Unlimited,” a brand refresh, alongside the company’s new customer commitment and pricing strategy. Her early search strategy for residential and business consumers is now considered marketing best practice and used by multiple telecom companies.
“I’d actually prefer to host a game show instead of competing. I hold an end-of-year celebration for my team where I host game shows.”
What do you believe is the next big disruption facing the industry? I think Artificial Intelligence (AI) is and will be a big disruption in many areas, including Marketing. When people hear AI, they often think of only generative AI, which can and will be helpful in content creation including unlimited segmentation and personalization. Marketers need to truly understand the pros and cons of this technology and when to use it. I don’t think machines should fully replace human creativity, but they can help scale great ideas. I am most excited about the future of machine learning (ML), in order to process large amounts of data in real-time and scale decisioning and optimization. We are utilizing ML that is currently available, but there is so much more that is theoretical today but will be a reality in the future. I developed a long-term vision for my team, using a combination of AI technologies, and we are working toward making it a reality.