Pamela Forbus

SVP, Global Chief of Insights & Analytics

Mondelēz International

As SVP, Global Chief of Insights & Analytics at Mondelēz International, I lead data-driven strategies that bridge consumer insights with business objectives to drive growth across a global portfolio of iconic brands. Collaborating with cross-functional teams, we leverage demand science, analytics, and market trends to inform innovation and modernize marketing capabilities, ensuring relevance in an evolving consumer landscape. Previously, as CMO North America for Pernod Ricard, I spearheaded a marketing transformation focused on consumer-centric strategies for a diverse portfolio of premium spirits and wines. With over a decade of leadership experience, my expertise lies in translating complex data into actionable strategies, reinvigorating legacy brands, and aligning business growth with consumer needs. Passionate about delivering measurable impact, I thrive at the intersection of insights, analytics, and strategic growth.

Sessions

Sep 24

9:30 AM - 10:00 AM EDT

AI: Fluent, Confident, Wrong?

"Ask AI where next year's marketing budget should go and it answers instantly, confidently, with citations, and repeats the industry's most expensive myths. Pam Forbus (Mondelez) shows where the machine's confident answers on targeting, messaging and measurement fall apart, and why insights must lead, not research, its way to becoming the evidence the machine runs on.

Key Takeaways:

1. Fluent isn't Truth: AI absorbs the consensus of the internet or your knowledge base, not truths.

2. Better models won't fix bad inputs: The fix is not a better model, it's our own evidence standards.

3. Insights are truth teachers, not users of AI: Insights leaders must ground AI in what's proven."

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