Podcast Summary Morten Fries Olsen, the Chief Marketing Officer at Sembler Group, joins us to uncover the future of automotive marketing in a rapidly evolving digital landscape. With his remarkable expertise and passion for both the automotive industry and cross-country skiing adventures in Italy, Morten offers a unique perspective on the growing influence of technology. We explore the compelling trend of ROPO—Research Online, Purchase Offline—and its profound implications for businesses navigating the complex world of automotive brands. Morten’s journey from promoting Copenhagen as a vibrant business hub to steering marketing initiatives for Audi reveals innovative strategies that are shaping the industry’s future. Our conversation delves into the customer-centric approaches revolutionizing automotive marketing, spotlighting the transformative role of AI and digital tools in reshaping consumer expectations. Morten shares insights into Semmler’s strategic shift, emphasizing the importance of bridging organizational silos and centralizing customer data to enhance experiences and loyalty. We delve into how leveraging AI, using platforms like Salesforce Marketing Cloud, is key to refining marketing strategies through sentiment analysis and personalized offers. With a focus on maintaining consistency across digital and analog touchpoints, this episode provides a comprehensive guide to achieving growth and customer satisfaction in today's competitive landscape.