Tech company Lenovo is investing
in AI marketing with the hiring of a tech marketing veteran in a new global role.
Lenovo appointed Santi Pochat to the newly created role of vice president, global AI innovation and brand
strategy, where he’ll be overseeing the use of emerging technologies with brand storytelling across the company’s 180 markets. He will report directly to Lenovo chief communications
officer Jeff Schafer, who also serves as senior vice president of the corporate marketing group, while leading a global team devoted to creative, production and strategy for AI-informed, and
AI-generated campaigns.
Pochat arrives at Lenovo from LinkedIn, where he has served as vice president of brand marketing for around three years. He previously held leadership roles at
companies including Edelman, Google and Verizon.
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Lenovo characterized the appointment as accelerating its investment in AI-driven marketing, ahead of major brand activations for the 2026 FIFA
World Cup and 2027 FIFA Women’s World Cup, as well as its annual “Tech World” innovation event at CES in Las Vegas.
“AI is a once-in-a-generation transformative
technology, but it’s critical that we are focusing on AI for effectiveness and not just efficiency. We need to work effectively and develop creative work together with AI that connects us with
people,” Pochat said in a statement. “By harnessing the power of AI, data, and creativity to shape the future of our brand, we can use it to build immersive campaigns, dynamic content
ecosystems, and personalized customer journeys across all our markets.”