AITech Interview with Askia Underwood, Chief Growth Officer at

Askia, can you share more about your role as Chief Growth Officer at and the key responsibilities associated with it?

In my role as Chief Growth Officer, I wear several hats, all focused on one critical goal: driving revenue growth and expansion. Through a multi-pronged approach that leverages strategic partnerships, comprehensive growth strategies, I am responsible for propelling DriveLine to market leadership.

My key responsibilities include the development of strategic partnerships and alliances, implementing comprehensive growth strategies, identifying and leveraging category and industry trends including new market opportunities, and the productization of our audience and location intelligence.

Beyond these key responsibilities, I also contribute to other areas which support our growth including working closely with our product and business development teams, to ensure alignment and collaboration across the organization.

With 17+ years of experience in consumer strategy, how has your journey shaped your approach to driving consumer behavior for brands?

Over the past 17+ years, my approach to consumer strategy has been profoundly reshaped a few times. My journey began in 2000 at KTLA-TV, where I dove headfirst into the bustling world of advertising sales, right as the digital advertising revolution converged with television. This early exposure to the nascent digital landscape, when monetization through consumer interaction was still largely uncharted territory, instilled in me a deep appreciation for innovation and a future-focused approach has become a defining characteristic of my strategic skill set ever since.

With almost two decades of experience navigating the ever-evolving media landscape, I have not only witnessed significant changes, but actively participated in shaping them. Through triumphs and setbacks, I have acquired a deep understanding of consumer behavior and the critical role it plays in successful media campaign outcomes. This valuable knowledge informs my strategic approach, ensuring that every campaign I develop is human-centered, data-driven, results-oriented, and impactful.

Can you elaborate on your future-focused approach to campaign performance and how it is applied across various client types, whether local, regional, national, or global?

Every component of advertising is related to a time period, timing and/or seasonality, making advertising campaigns intrinsically planned for the future. By focusing on the future, I help brands achieve their marketing goals in a sustainable and scalable way. By applying my future-focused approach to campaign performance, I help brands achieve success regardless of their size or location. This means focusing on long-term trends, anticipating future consumer behavior, and proactively adapting to stay ahead of the curve.

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In recent years, automation and artificial intelligence (AI) have witnessed a surge in popularity, and it’s anticipated to expand as organizations become more dependent on AI solutions to address issues. Numerous tech giants, like Amazon, Apple, and Alibaba, have already started to explore the possibilities of implementing AI and robotics in their organizations.

The introduction of robots into the workplace is set to alter how C-level decision-makers will do business, as they need to share space with robots as coworkers and learn new skills as robots will gradually take over tedious and dangerous tasks on behalf of their employees. There will be a shift in job responsibilities and obligations, creating bandwidth for strategic planning for better business development in sections where robotics are not utilized. Functional leaders in customer-facing roles may identify the best methods to serve clients and use automation to deliver personalized products and services on demand.

Robotics is becoming a game changer in various industries throughout the world.

Chief Operating Officers (COOs)

COOs will play an important role in transforming the workplace by integrating AI and robotics, creating a digital strategy for automating services, and streamlining operations. Thus, COOs will drive and manage the organization’s transformation into a human-robot workforce; however, they must update their knowledge of technologies by understanding the changes and how they can affect the business. For instance, in a manufacturing company, the role of COOs will be to assess the need for automation technologies like IoT and blockchain in a department. After evaluation, they should come up with an investment strategy by analyzing how AI and robots will reshape the manufacturing industry and streamline the supply chain.

Chief Information Officers (CIOs)

CIOs will have to adjust to technology issues and work closely with other C-suits as they navigate a new landscape of risk and compliance. They will have the liberty to explore and evaluate the areas of data management, analytics, and cybersecurity. With automation technology and robot workers having a positive impact on the organization, CIOs will witness changes in function becoming more deeply integrated.

Other tech leaders, like CTOs and CDOs, may be joined by Chief Robotics Officers (CROs), who will help in navigating how robots will perform, providing robust road maps, and setting strategies for future developments.

Robotics and artificial intelligence (AI) will change the workplace as some job roles will be replaced by robots and automation, but the technology will also lead to the creation of new jobs and highly valued responsibilities. This development will also affect the C-suite, as robots will minimize their responsibilities and help in creating robust strategies in this digital era. Large-scale enterprises and SMEs must prepare their employees for collaboration with new technologies by providing adequate L&D opportunities, upskilling, reskilling, and giving them the bandwidth to accept the change.
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