A conversation as wide-ranging as Lou Cohen’s experience is deep, this episode almost defies synopsis. As both demand-gen leader for one of the Big Four and digital marketing professor at NYU, Lou brings rich context to b2b’s knottiest topics. He reckons with the challenges around innovating with tech when you’re in a deeply risk-averse business – especially the great unknown that is AI.  But against all the uncertainty Lou holds fast to the importance of insight: hiring for it, structuring for it and democratising it. Plus, hear how EY have embraced brand-building with their first Superbowl ad – and why he thinks demand-gen demands brand-building first.