Sitecore CMO Michelle Boockoff-Bajdek on AI as a Workforce Strategy

The FINITE Podcast was built to be the home for the world’s most innovative B2B tech marketers to share their front-line strategies. As the parent agency of the FINITE Podcast, we believe that by bringing together voices like Michelle Boockoff-Bajdek, CMO of Sitecore, we can elevate the standard of the entire B2B conversation.

In our latest episode, Michelle pushed past the typical AI hype to introduce a framework she calls "Designed Intelligence." It’s a philosophy that doesn’t just add a tool to the tech stack, but fundamentally rewrites the marketing org chart.

Michelle’s insights are a masterclass in strategic thinking, cutting through the hype to reveal a pragmatic yet visionary path forward. Her concept of "Designed Intelligence" isn't merely a catchy phrase; it’s a profound philosophy that redefines the relationship between humans and artificial intelligence in the workplace.

This episode was brimming with actionable takeaways, but three points resonated deeply with us at Clarity, solidifying our belief in a future where technology amplifies, rather than diminishes, human connection.

Watch the full episode here:

Designed Intelligence: AI as a Workforce Strategy, Not Just a Tool

The core of Michelle’s philosophy lies in elevating AI from a mere tool to a fundamental part of our workforce strategy. As she brilliantly articulated, 

"Designed Intelligence is the intentional choreography between human creativity and AI capability." 

This isn't about simply bolting on a new piece of tech to your existing stack. Instead, it demands a rethinking of your entire organizational structure, recognizing AI as a legitimate "teammate."

For too long, the conversation around AI has been dominated by fears of job displacement or, conversely, treated as a simple efficiency hack. Michelle transcends both, positioning AI as an integral partner in achieving marketing’s ultimate superpower: connection. 

Humans still set the strategy, craft the narrative, and define the guardrails. AI, then, steps in to accelerate, unify data, generate content, and make real-time decisions. This collaborative choreography, far from replacing human ingenuity, frees it to focus on higher-order strategic thinking, empathy, and creative direction. At Clarity, this vision aligns perfectly with how we empower our teams, leveraging the best of AI to ensure our human experts deliver unparalleled strategic value.

Scaling Humanity: How AI Can Amplify Empathy and Human Experience

Perhaps the most compelling revelation from our conversation with Michelle was the idea that AI, when designed correctly, can actually amplify empathy. This might sound counterintuitive given the often-impersonal nature of technology, but Michelle’s perspective reframes our understanding entirely. She challenges the notion that AI is inherently cold or unfeeling, arguing that its power lies in its ability to process and respond to human-generated data at an unprecedented scale.

She shared a powerful example from WellSpan Health, a Sitecore customer. WellSpan introduced an AI assistant named "Anna" to handle patient interactions. Anna has managed over a million patient touch points with a near-perfect satisfaction score. Why? Because Anna helps people navigate deeply emotional health decisions with an availability and consistency that a human team alone could never provide. AI isn’t mimicking empathy; it’s scaling it. It listens for signals, understands sentiment, and provides relevant, respectful responses. Humans, in turn, bring the emotional intelligence to shape the tone and craft truly human experiences. 

The Trust Recession: Building Loyalty Through Permissioned Marketing

In an era Michelle aptly described as a "trust recession," simply personalizing content is no longer enough. The proliferation of synthetic media and the increasing skepticism of audiences demand a new approach: permissioned marketing. This means being transparent about what data you collect, why you collect it, and how you use it – ensuring that your audience is not just aware, but actively comfortable with your approach.

"Authenticity," Michelle emphasized, "is becoming so much more critical."

When AI is generating content at an industrial scale, brands risk sounding interchangeable. Permissioned marketing forces clarity: it defines who you are, what you stand for, and how you engage with your audience. This transparency is the bedrock of trust. In the B2B world, where high-value deals and deep relationships are paramount, this isn't just a best practice; it's an imperative. At Clarity, we firmly believe that leading with transparency and authenticity, even when leveraging powerful AI tools, is the only way to build the deep, lasting loyalty that drives true business growth.

Michelle Boockoff-Bajdek has articulated a vision for strategy that is both innovative and deeply human. Her insights reaffirm our commitment at Clarity to not just adapt to the future, but to actively help our clients design it. The future of B2B tech marketing isn't just about more technology; it's about smarter, more empathetic, and more trustworthy integration of AI into every facet of our strategy.