CMO Dara Treseder talks Autodesk's Flow Studio and how AI is shaping the job landscape

Dara Treseder, Autodesk's CMO, talks about brand transformation, using AI for creativity, and the company's partnership with the 2028 Olympics.

Transcript

00:00You might be surprised to find that a lot of athletes are engineers and designers using

00:05Autodesk software. So it's been great to find these authentic stories and start to tell them

00:11in a brave way. So the past three years for Autodesk has been one of amazing brand transformation.

00:22We were always doing the work, but we started to tell our incredible customer stories,

00:27shining the spotlight on how they're using our Autodesk Design & Make software to design and make

00:33a better world for all. Now, LA28 saw how we were telling some of these stories. They knew our

00:39software had already been a part of previous Olympic Games and so they reached out to us and

00:44we could not be more thrilled to be in partnership with them. Autodesk is the official Design & Make

00:50platform of the LA28 Olympic and Paralympic Games and Team USA. And we're so excited because

00:57we are working to reshape the future of the Olympic Games. LA28 will be the most sustainable games

01:04ever. For the first time, there will be no new permanent venues. Instead of creating venues that

01:10won't be used, we will be retrofitting over 40 stadium and venues in the Los Angeles area to make

01:17sure that we leave the city better than we found it. The conversations I've been having at Cannes with

01:21Creatives really validates the strategy that we took at Autodesk to create our AI-powered visual

01:29effects software, Autodesk Flow Studio. Autodesk Flow Studio was made by artists for artists. It was

01:35made by a visual effect artist and a Hollywood actor, Ty Sheridan. You might remember him from Ready Player One.

01:42And what Autodesk Flow Studio does, it puts you in control. So as a creative, instead of being forced into a

01:49predetermined outcome, you get the power, the additional amazing power of AI, but you're the

01:55one in control. You're the one determining the outcomes. I like to say, think of it like a tandem

01:59bike. You're in front determining where you go, how fast you go, what direction you're taking, but the AI

02:06is giving you that additional horsepower, whether it is by automating things like scene integration or

02:12character animation. At Autodesk, given our role as a designer to make software, we span a wide variety of

02:18industries, right? From architecture, construction, engineering, product design, manufacturing, media and

02:24entertainment, and marketing and advertising. We just launched our Autodesk AI jobs report. And what was

02:30interesting to see is that from 2022, there has been a 640% increase in demand for AI skills in all roles. This looked at over

02:41three million job listings. Now, of course, we might expect to see roles like prompt engineering requiring

02:48AI proficiency and fluency, but we're seeing this even for things like strategy, content creation. People

02:55want an AI content creator. They want an AI strategist. And so AI is just one of those skills that all of us

03:01as marketers need to be upskilled on because it's becoming a foundational need for the business.