Innovation is essential, but in today’s tech world, it’s not sufficient to only innovate—you must also have vision, authenticity, and foresight to truly succeed. With technology continuously altering our lifestyle and work habits, marketing executives must remain proactive by not only embracing the newest tools, but also comprehending how these tools can influence the future of businesses. For CMOs in the AI and tech industries, this challenge is heightened as they juggle cutting-edge technology and establishing trust with their target demographics.
One such leader who has taken this challenge head-on is Alicia Shapiro, CMO of AiNews. With a career that spans over a decade in digital marketing and social media, she has consistently demonstrated her ability to adapt, innovate, and inspire in an ever-changing landscape. After founding her own social media marketing agency, Aliro Marketing, in 2012, Alicia embarked on a new journey in 2022 when she co-founded AiNews with her business partner Michael Mazzotta. The company has since grown into a go-to platform for timely and insightful AI content. What sets Alicia apart is her deep understanding of AI’s potential to transform industries, and her mission to elevate the agency from a simple news platform to a leading source for cutting-edge AI stories.
Building AiNews from the Ground Up
Alicia’s journey with AiNews began through an organic connection. While managing social media for Michael’s real estate company, she impressed him with her ability to drive engagement and create compelling content. Recognizing her potential, Michael invited her to help launch AiNews, a project that started in October 2023. Since then, the company has taken off, becoming a trusted source of information for the AI community—without relying on paid advertising. “What initially drew me to the role was the chance to be part of an AI company from the ground up,” she shares. “Now, my vision has expanded to making AiNews more than just a newsletter; I want it to become a full-fledged news agency, delivering impactful stories that shape how we understand AI.”
From the outset, Alicia has made it her mission to innovate, using AI-driven tools to engage their audience in unique ways. AiNews is known for utilizing AI avatars and podcast-style interviews to create content that is both engaging and informative. These innovations have allowed them to reach a wider audience, particularly on platforms like Facebook and YouTube, where AI avatar videos consistently drive the most engagement. “AI avatars offer a fresh, visually appealing format that resonates with our audience. They help us deliver news in a way that feels familiar but also taps into the potential of AI,” she explains.
Innovating with Authenticity
Alicia understands that while innovation is important, maintaining authenticity and trust is paramount—especially in an era where misinformation can spread rapidly. This understanding drives her approach at AiNews, where transparency plays a vital role in their success. “If you want your organization to thrive, you have to offer authenticity. People need to trust you, and that trust is built through transparency and a commitment to delivering reliable, accurate information,” she emphasizes. The company is open about how they use AI tools, such as ChatGPT, to produce their stories, and they ensure that human oversight guarantees the accuracy of their content.
At the same time, Alicia’s leadership is built on the belief that her team’s creativity should be fostered, not stifled. “Trust your team to take ownership of their work. When people take pride in what they do, their talents shine, and they find new, better ways of working.” Her hands-off management style allows her team to explore innovative solutions and develop new ways to push AiNews forward.
Synergies in Leadership
In addition to leading AiNews, she continues to run her social media marketing company, Aliro Marketing, a venture that has shaped much of her approach at the organization. “Running Aliro Marketing has kept me current on social media trends and what drives engagement,” Alicia reflects. “It has also helped me position AiNews in a way that differentiates us from other AI news platforms.” Her experience in social media and marketing has allowed her to build the agency into a more engaging, interactive platform that goes beyond just text-based news stories.
The synergies between Aliro Marketing and AiNews are evident in how Alicia uses AI tools to transform content creation. Tools like ChatGPT enable her to write multiple daily news stories in a fraction of the time it would normally take. Additionally, tools like Descript streamline video editing, making high-quality content accessible even for small businesses. “AI levels the playing field,” she notes. “It allows us to create high-quality content without large budgets or long production timelines.”
Looking to the Future
As the organization continues to grow, Alicia has big plans for the future. She envisions AiNews leading the charge in how AI news is delivered, moving away from traditional newsletters and toward video-based content. “My goal is for AiNews to become a trusted source for AI news delivered through video, not just text,” she shares. With social media and YouTube becoming primary sources of news for many, she believes that video will play an increasingly important role in shaping how AI stories are told.
Alicia’s achievements at the company have not gone unnoticed. At the recent Ai4 conference, an AI industry leader praised her innovative approach to AI interviews, validating her vision for the future of AI news. “That was a proud moment for me,” she says. “It confirmed that what we’re doing at AiNews is resonating with the people who matter most—the leaders who are driving the future of AI.”
As a leader in both marketing and AI news, Alicia continues to break new ground, driven by her core values of transparency, authenticity, and innovation. Her advice to aspiring CMOs is simple yet powerful: “Stay ahead by adopting AI now. Audit your workflows and identify where AI can increase efficiency and productivity. Keep learning, keep experimenting—because the future is already here.”