Some top leaders have warned that AI is having a pernicious effect on their employees and business model, but many brands feel it has served as a catalyst for marketing initiatives.

At the Fortune Most Powerful Women Summit last Tuesday, marketing leaders discussed how they promote their brand to new customers while staying true to their historical purpose. AI is one of the tools they’re using most when it comes to appealing to younger generations who are seeking authenticity and personalization.

“A lot of us get the, ‘Oh no, [AI]’s coming for my job.’ You really have to get your teams, your employees to not just embrace [AI], but understand it,” said Lisa Caputo, executive vice president and chief marketing, communications, and customer experience officer at The Travelers Companie

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