The AI identity crisis: Why your brand is now at the mercy of an algorithm’s trust
Digital media consultant Mark Challinor continues the News Horizons series, which features interviews with the people shaping tomorrow’s media. Today, he talks to Hope Frank, leader of the AI Group at the Forbes Communications Council, USA.
In 2026, the CMO in any media company is no longer just a storyteller; they are a governor. Hope Frank, leader of the AI Group for the Forbes Communications Council, believes the future of media belongs to those who can bridge the gap between human imagination and machine accountability.
Frank is also the chief marketing and AI officer for Gathid Identities (think of it as a “Google Maps” for a company’s security, taking data from across the organisation and connecting it all into one clear picture). Previously, she led strategic content and brand initiatives for Warner Bros Discovery, Apple, Visa, Nike, Amazon and CNN.
“Something extraordinary has happened in marketing,” Frank says, leaning into the screen with the kind of intensity that suggests the future didn’t just arrive – it kicked the door down. “We no longer manage brands. We manage living ecosystems of humans, machines, and meaning.”
We are sitting down to discuss the 2026 CMO Mandate. According to Gartner, 65% of CMOs have already seen their roles undergo a radical metamorphosis, shifting from traditional executors to designers of “human-AI teams.” In Frank’s world, the centre of gravity has shifted to a single, high-stakes concept: Identity.
Not just yours. Not just mine. But the identity of the AI agents that are increasingly making decisions on our behalf.
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