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In this interview from Certinia at Dreamforce 2026, Mimi Spier, chief marketing officer of Certinia, joins theCUBE Research's Scott Hebner to discuss how AI is reshaping brand authority and marketing strategy for service-centric organizations. Spier explains Certinia's recent evolution into a "System of Action" spanning professional services, customer success and financial management, a shift driven by rapid AI investment. She details why the company is putting people at the center of its brand, arguing that AI will not replace services organizations but will strengthen human judgment and certainty in decision-making. Spier also highlights how professional services sits at the leading edge of enterprise AI adoption, since services firms must innovate quickly to prove their value amid disruption fears, even as customers report AI is creating more jobs, not fewer. The conversation also explores how the buyer's journey has shifted toward AI-mediated research, with a growing share of B2B buyers relying on tools such as ChatGPT and Gemini before ever visiting a company website. Spier and Hebner examine why brand authority, not legacy SEO tactics, now determines visibility in AI-generated answers, and why most websites remain unprepared for large language model crawlers. Drawing on her product marketing background, Spier describes how Certinia builds credibility through customer proof points, analyst recognition and consistent messaging rather than paid promotion. She reflects on marketing's growing strategic role, arguing that AI frees teams to focus on business strategy rather than execution. From the company's recent Moonnox acquisition to its top ranking on the IDC MarketScape, Spier outlines why Certinia is positioned for continued momentum heading into the TSIA conference. Find more SiliconANGLE news and analysis https://siliconangle.com/ Follow theCUBE's wall-to-wall event coverage https://siliconangle.com/events/ Learn about the latest theCUBE events https://www.thecube.net/ 00:00 - Intro 00:06 - Dreamforce 2026: The Evolution of Certinia 02:39 - AI-Driven Human-Centric Marketing in Professional Services 05:08 - Brand Authority in the AI Era 09:17 - Content Strategy and Brand Credibility 15:02 - Marketing's Strategic Role 20:14 - Conclusion and Future Outlook #theCUBE #CertiniaAtDreamforce #theCUBEresearch #Certinia #AI #Marketing #Dreamforce2026

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