The greatest asset that a CMO has is trust, says Snowflake's Denise Persson

As chief marketing officer at Snowflake, Denise Persson engages with peers from some of the world's biggest companies about their artificial intelligence strategy. These CMOs are all taking about the same thing, she says. "The big topic, which is the big topic here at Cannes as well, is how do we build this new AI operating model across the organization," Persson said.

In order for CMOs to succeed, Persson said, they need to understand the priorities for the company and figure out where they can have impact quickly. "The greatest asset you have as a CMO is the trust that you have built in your organization," Persson said. "It's the same thing for brands and their customers — trust is the most important brand asset."