[10:11] Treat Media As An Integrated System — Jessica makes it clear that meaningful brand reach comes from layered architecture rather than channel battles. Live sports such as the NBA, NFL, MLB, and US Open deliver communal cultural energy, while social extends those moments into personal engagement and deeper interaction. The goal is not to choose but to compound impact. The approach creates a flexible yet powerful live sports marketing strategy that captures attention at scale and sustains it through daily relevance.
[13:31] Prepare Now For AI-Led Commerce Journeys — Jessica reflects on seismic change in how people discover and purchase products as AI interfaces replace traditional search behavior. Instead of browsing websites and comparing pages, customers will ask a conversational system for recommendations and reach decisions almost instantly. This shift shapes the future of AI and the future of commerce, where visibility, content structure, and payment integration must be redesigned. Amex is actively exploring how the brand shows up in this new environment.
[16:55] Personalization And Connected Experiences Will Define Loyalty — Jessica explains that Amex has deep insight into customer lifestyle patterns across travel, dining, spending, and sports. The real opportunity ahead is using this intelligence to create personalization and connected experiences that feel designed for one individual rather than a generic demographic. Loyalty grows when a brand anticipates needs and removes friction. The future of Amex is an ecosystem where every interaction feels intentional, relevant, and supportive.
