Lenovo Appoints Santi Pochat as VP of AI Innovation to Enhance Marketing Strategy and Combat AI Skepticism

In an era where artificial intelligence (AI) is increasingly infiltrating marketing strategies, companies face the challenge of maintaining consumer trust and creativity. Lenovo, the world's largest PC vendor, has taken a proactive step by appointing Santi Pochat as the new Vice President of AI Innovation and Brand Strategy. Pochat's mission is to navigate the murky waters of AI marketing, often referred to as "AI slop," and to restore faith in the effectiveness of this ground breaking technology.

As technology companies aggressively promote AI-driven solutions, consumer skepticism has grown. The overuse of AI in marketing often resulting in generic and uninspired content has led to a backlash. For instance, Coca-Cola's AI-generated holiday advertisement received criticism for being "soulless" and "creepy," while Apple faced backlash for allegedly "crushing creativity" with its iPad Pro commercial.

Pochat, who began his role on September, aims to address these concerns head-on. He believes that the current trend of leveraging AI purely for efficiency is detrimental to the creative process. "Leveraging AI for the sake of efficiency gets you a lot of poorly made videos," Pochat stated in an interview with Campaign. "We’re still trying to build brands for people, maybe in the future when it’s just a bunch of chatbots talking to each other, that won't be true. But in the meantime, we need to work with effectiveness making good creative work and using AI in a way that connects us with people."

Pochat’s appointment is significant due to his extensive background in both marketing and technology. He brings over 20 years of experience, having previously held key positions at LinkedIn, Google, and Verizon. Notably, during his time at LinkedIn, he served as VP of Brand Marketing, where he honed his expertise in creating compelling brand narratives.

Jeff Shafer, Lenovo's Chief Communications Officer and VP of Corporate Marketing, expressed the difficulty in finding a candidate with the right blend of marketing acumen and technological understanding. "It was like looking for a unicorn," Shafer remarked. With Pochat on board, Lenovo aims to develop AI-informed advertising campaigns that resonate with consumers.

Pochat’s strategy includes combating what he refers to as "AI slop"  a term describing the inefficient use of AI in marketing. According to a study by Proper Insights & Analytics, 60% of multicultural consumers can identify AI-generated content, and 55% feel uncomfortable with it. Pochat’s goal is to elevate the quality of AI content, ensuring that it is effective and meaningful.

In line with this vision, Pochat will lead a global team of over 50 staff members, focusing on creative, strategic, and production efforts. This team will be tasked with designing campaigns that not only utilize AI for efficiency but also prioritize engaging and high-quality content that resonates with audiences.

Lenovo is poised to enter a pivotal year from a marketing perspective. As the official technology partner for prestigious events like FIFA and Formula 1, Lenovo aims to integrate its technology into the very fabric of these sporting experiences. Shafer noted that Lenovo's technology will be utilized during the men's 2026 World Cup and the women's 2027 World Cup, enhancing the game for players and coaches alike.

Lenovo's commitment to innovation extends to improving the viewing experience for fans as well. Utilizing AI, the company plans to deliver hyper-realistic 3D avatars of players, moving beyond the traditional and rudimentary graphics. This approach aims to elevate the overall spectator experience, making it more engaging and immersive.

Lenovo will kick off its marketing initiatives at the upcoming Consumer Electronics Show (CES) in January 2026. The company plans to host its 11th annual Tech World event at the Las Vegas Sphere, showcasing content created in collaboration with Sphere Studios, as well as product launches and multi-year AI innovation strategies.

In its recent earnings report, Lenovo revealed a remarkable 20% increase in year-over-year revenue, amounting to $18.8 billion, marking the third consecutive quarter of double-digit growth. The company attributes this success to its strategic investment in AI technologies. This year, Lenovo has launched a variety of AI products, including AI tablets and the world’s first rollable AI laptop.

Pochat’s arrival represents a significant shift in Lenovo’s approach to marketing and brand strategy. By focusing on the effective use of AI, he aims to create compelling and authentic content that resonates with consumers, combating the prevalent skepticism surrounding AI marketing. As Lenovo continues to innovate and expand its presence in the market, Pochat’s leadership will be crucial in steering the company towards a future where technology and creativity coexist harmoniously.

As the tech landscape evolves, Lenovo is committed to being at the forefront, leveraging AI not just for efficiency but as a tool to enhance human connection and creativity in marketing.