Georgia-Pacific’s Melissa Blunte on consumer understanding at scale: why data gives you precision, not understanding

Georgia-Pacific’s Melissa Blunte on consumer understanding at scale: why data gives you precision, not understanding

Sep 8, 2026

Georgia-Pacific consumer experience leader Melissa Blunte on why more data creates precision, not understanding — and how to make consumer insight a whole-company job.

Expert Mode - Insights from marketing, AI, and CX pros

Expert Mode: Brand Stewardship as an Offensive Strategy in the Age of AI with Jason Ippen, Georgia-Pacific

Aug 20, 2026

This article was based on the interview with Georgia-Pacific’s Jason Ippen on the intersection of brand creativity and AI by Greg Kihlström, AI and MarTech keynote speaker for The Agile …

Georgia-Pacific’s Jason Ippen on the intersection of brand creativity and AI

Georgia-Pacific’s Jason Ippen on the intersection of brand creativity and AI

Jul 27, 2026

Georgia-Pacific’s Jason Ippen on why brand distinctiveness beats novelty when AI favors sameness, and how human judgment guides machine-speed creative work.

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