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In this episode of Trading Thoughts, Enrique Ramírez, Global Marketing and Media Director at Grupo Bimbo, is joined by Alexander Montgomery, Principal Corporate Counsel at Microsoft and one of the lead drafters of ICC’s guidance on responsible AI in marketing. Together, they explore how AI is reshaping marketing and advertising – from content creation and targeting to consumer perception – and what it will take for the industry to use these tools responsibly while preserving consumer trust.

From the risk of misleading impressions and the importance of consumer perspective to the growing debate around disclosure, governance and self-regulation, this episode looks at how industry can keep innovation aligned with accountability.

Guest speaker:

Alexander Montgomery

Corporate Counsel, Microsoft

Hosted by:

Enrique Ramírez  
Global Marketing, Media and Digital Director 

Grupo Bimbo 

Listeners will gain insight into:  

• how AI is changing the speed, scale and execution of marketing and advertising and what new pressures this creates for marketers, companies and regulators
• why trust and consumer perception are becoming central differentiators in an increasingly AI-enabled advertising environment
• how self-regulation and shared industry principles, including ICC’s guidance on responsible AI in marketing, can help companies keep pace with technological change
• what responsible AI implementation looks like in practice inside large companies
• where the biggest gaps remain, including AI disclosure, connected data governance and the impact of AI on talent, creativity and business trust

This episode was recorded on 29 May 2026.

*Disclaimer: The content of this podcast may not reflect the official views of the International Chamber of Commerce. The opinions expressed are solely those of the authors and other contributors.