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Ari
Osur
CMO
Sans Institute
Ari Osur is a growth Marketing, Product Marketing & Brand leader with a track record of driving revenue through predictable, customer-centric initiatives and by building high-performing teams. He has experiences across large public, private equity-backed and start-up companies. Currently he is Chief Marketing Officer at SANS Institute, the world's leading cybersecurity training & certification organization dedicated to creating a safer global community. Previously as Chief Marketing Officer at iCIMS, a B2B SaaS leader in talent acquisition technology and services, Ari served as a hands-on team leader of ROI-focused demand generation & pipeline build, product marketing, customer marketing, brand, communications, events and more for this innovative company that helps many of the best organizations in the world to attract and hire the right people. Ari has experienced the business technology market as a provider, a customer and an analyst. He joined iCIMS from ADP, where he served as a vice president of growth marketing, managing the product marketing, Marketplace marketing and Ventures (incubator) marketing teams. Prior to ADP, he held marketing, general management and product management roles at eBay, the National Basketball Association (NBA), psilon and several tech start-ups. Ari also covered digital marketing, analytics and direct marketing as an industry analyst at Forrester Research.
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08 October 2025 14:15 - 14:45
Automating the right things vs. killing what makes you good
Every brand now has access to the same AI tools, the same automation, the same content generation shortcuts, which means the real competitive risk isn't falling behind on AI adoption, it's automating away the exact judgment, taste, and creativity that made a brand's marketing worth paying attention to in the first place. Standing out from AI slop is quickly becoming its own discipline. Expect a practical, opinionated view on where to draw that line inside your own team. Key takeaways: - A framework for deciding what to automate and what to protect - How to spot when your own marketing is starting to read as AI slop - Where automation is a genuine unlock versus a shortcut that costs you distinctiveness - Making the internal case for human judgment in an automation-first culture - Practical guardrails for scaling AI without losing what makes your marketing good