I have had a front-row seat to some of the most profound technological shifts of the last two decades. I witnessed the rise of the cloud and mobile, watching as they rewired the fundamentals of how we work and connect. Later, I saw those foundations become the bedrock of daily life for billions of users. Each era has had its own cadence of change, its own rhythm of disruption.
None of it prepared me, though, for the sheer velocity of artificial intelligence (AI). The pace of AI is a fundamentally different force than anything we’ve seen before. While its evolution is rewriting the rules of creation, collaboration and competition, the speed itself is forcing a new, urgent conversation about the very foundation of secure innovation.
The Experiment: A Campaign at the Speed of Light
This challenge of innovating securely (and at this new velocity) became intensely personal for my team and me recently. We set out to launch a new brand campaign for Prisma AIRS called “Be a Genius,” celebrating the spirit of innovation. We had an audacious goal: to produce the campaign’s core creative — a series of videos honoring innovators from the past — using nothing but the very technology we aim to protect: generative AI.
This was more than a creative choice; it was, in a way, a mission statement. The process of creating the campaign had to mirror the product’s core purpose: securing AI innovation. For the first time in my career we were not just using a new tool. We were partnering with an intelligence that was evolving faster than our project plan.
The Overnight Leap
The most stunning proof of this came early in the process. Our creative team hit a wall one day, struggling with a specific visual glitch that the AI models simply could not execute. The next morning, they came back to the same prompt and the problem was gone. The model had been updated overnight by its developers and the capability we needed now existed. In another instance, a completely new video tool was released, opening additional ways to achieve our vision.
These were the moments the ground shifted beneath our feet. For a leader, this is both thrilling and profoundly unsettling. How do you build a strategy, plan a budget, or lead a team when your most fundamental tools have a half-life measured in days? This is the new reality of innovation. It is happening on a daily, hourly, and even minute-by-minute basis. The creative cycle, once measured in months, is now measured in hours. This personal experience became a key insight, a clear sign of a massive industry-wide paradigm shift.
It cannot be overstated: AI’s momentum is disrupting every aspect of how we work. The rules of creation have changed. The ability to generate hundreds of variations of an image or video clip in minutes transforms creative iteration from a slow process of refinement into an explosive burst of possibility.
From a Marketing Story to a Market Shift
The rules of collaboration have also changed. The creative director’s role shifts from directing a human team to becoming a prompt engineer and curator for an AI, with the AI acting as a third collaborator in the room.
And the rules of competition have changed. The ability to launch a high-quality campaign in a fraction of the traditional time allows a business to react to market shifts with unprecedented agility.
This explosion of AI-driven creativity is happening in every function across every industry. Therefore, the new mandate for the CIO is to move beyond supporting isolated AI projects and instead build a secure unified foundation that can empower this enterprise-wide wave of innovation.
The Foundation for Innovation
This brings us to the ultimate question: How do we unleash this incredible wave of innovation safely, securely and responsibly?
My entire career has been a lesson in the mechanics of technology and trust. I believe the answer lies in a single, core philosophy: that true innovation is about building capabilities that earn and maintain the trust of customers, partners and employees. This requires innovation to be secure by design, which is the ultimate enabler of sustainable growth and the mission that brought me to Palo Alto Networks.
We call this philosophy “Deploying Bravely.” It is a commitment to enabling innovation by providing that secure foundation. We deployed our “Be a Genius” campaign bravely, using the very technology we aim to protect to tell a story of what’s possible.
And this is how we will build the future: not just with speed, but with the confidence that comes from securing AI by design. Because in this new era, the boldest move is to deploy bravely.
