CMOs Unscripted, Episode 4: Why Language, Tone, and Words Matter in AI Model Training

Artificial intelligence is reshaping marketing - and with it, the language we use to connect, convert, and cultivate trust. In this episode of CMOs Unscripted, host Lisa Martin sits down with Emily Foley, Chief Marketing Officer of Cisco Capital, to explore the subtle but powerful influence of words in AI model training.

Together, they unpack how marketers can leverage tone, empathy, and intentional language to train AI responsibly and reduce bias. Emily shares real-world examples from Amazon, IBM, and Google, as well as Cisco’s own ethical frameworks for inclusive AI development. From behavioral intent prediction to human-centered personalization, this conversation is a compelling reminder: marketers don’t just feed the models—they shape them.

Key Takeaways:

• AI as a Marketing Force Multiplier: Hyper-personalization, dynamic recommendations, and behavioral intent mapping are revolutionizing customer engagement. 

• Human Behind the Data: AI must interpret, not just collect, data with emotional intelligence to create relevant experiences.

• Tone & Language Shape AI: The words marketers use directly influence model training. Inclusive, empathetic language helps reduce bias and exclusion.

• Real-World AI Bias Examples: From Amazon’s scrapped hiring tool to IBM’s inclusive datasets, Emily highlights how biases can creep on, and how auditing protects fairness.

• Marketing's Ethical Responsibility: Emily advocates for cross-functional collaboration and frameworks that prioritize transparency, fairness, and privacy.

• Emerging Trends: Conversational AI, sentiment analysis, and natural language processing are making digital engagement feel increasingly human.

Whether you’re refining your AI strategy, leading digital transformation, or building trust through customer-first marketing, this episode is a masterclass in responsible, inclusive leadership. Watch now on YouTube and subscribe for biweekly episodes featuring the world’s top CMOs.

00:00 AI is Transforming Customer Connections 01:44 Meet Emily Foley, CMO of Cisco Capital 02:21 Key AI Use Cases in Marketing 03:48 Personalization at Scale: Beyond First Names 05:07 Why Language and Tone Matter in AI 06:07 Predictive AI: Relevance Over Speed 06:43 Building Trust Through Empathy 07:13 How Marketing Language Shapes AI 08:37 Are CMOs Paying Enough Attention? 09:55 Real-World Examples of AI Bias 12:18 IBM’s Approach to Fairer AI 13:29 Why AI Audits Are Non-Negotiable 14:29 Inclusive Language and Ethics Frameworks 16:35 Governance, Privacy, and Speed 17:49 Data Privacy as the Foundation of Trust 18:33 Inclusive Language in Practice 19:00 Cultural Nuances and Data Diversity 20:51 Responsibility and Opportunity for Marketers 21:41 Auditing and Human Oversight in AI 22:15 Emerging Trends in Conversational AI 24:57 The Surprising Truth About Language and AI 25:59 How Subtle Bias Shapes AI Behavior 26:53 Closing Thoughts and Key Takeaways