Why is AI comparable to the mobile and video shift of 2010?

In 2010, the shift to mobile and video was a major paradigm shift for marketers. Brands that prepared early built advantages that compounded over years. Brands that waited found the transition harder and more expensive. Tovbulatov draws a direct parallel to AI: the brands investing now in understanding how AI changes their marketing, their operations, and their workforce will be better positioned than those waiting for the technology to mature further.

What was the Google Brand Lab?

The Brand Lab at Google worked with 250 of the world's leading brands to help them make the shift to digital, specifically to mobile and video in the 2010 period. It was a strategic advisory role focused on the biggest brands navigating the most significant platform transition of that era. The experience shaped Tovbulatov's understanding of how enterprises approach large-scale transformation and what makes the difference between organisations that navigate it well and those that struggle.

Brand. Demand. Community.

Q: What are the three pillars of B2B marketing?

Tovbulatov operates Gloat's marketing across three pillars: brand (building awareness and category credibility), demand (generating qualified pipeline), and community (creating the ecosystem of advocates, practitioners, and partners that amplifies both). He argues that B2B marketing that operates in only one or two of these pillars is structurally incomplete.

Ruslan Tovbulatov, CMO of Gloat, on why AI is the next paradigm shift comparable to mobile and video in 2010, what his time at Google's Brand Lab helping 250 global brands navigate digital transformation taught him about the CMO role, and why great B2B marketing requires brand, demand, and community working together. Recorded as CMO at Gloat.

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October 2025 Season 2, Episode 48 35 minutes

"I came to America as an immigrant and just wanted to do great work. Now I help enterprises navigate their AI transformation."

The Conversation

Why AI is the next great paradigm shift in marketing and why the Google Brand Lab experience shaped how to navigate it

Ruslan Tovbulatov arrived in the US as an immigrant, studied at an Ivy League school, joined Kantar Retail doing consumer behaviour research, then spent six years at Google in the Brand Lab helping 250 of the world's leading brands shift to digital. That experience watching mobile and video reshape marketing behaviour in 2010 shapes how he thinks about AI today.

As CMO of Gloat, the work orchestration platform used by MasterCard, Spotify, Novartis, and Nestle, Tovbulatov is now applying that perspective to enterprise marketing. In this conversation he explains why brand, demand, and community are the three pillars that B2B marketing must operate across simultaneously, and why AI transformation requires the same preparation and patience that the shift to mobile and video required.

Key Takeaways

AI is the next paradigm shift. In 2010 it was mobile and video. The brands that prepare now will compound advantages over those that wait.

The Google Brand Lab: helping 250 leading brands navigate the shift to digital. The lessons apply directly to AI.

Brand, demand, and community. B2B marketing that operates in only one or two of these pillars is structurally incomplete.

I want to be a builder. Consulting and advising are valuable but building is where you learn what actually works.

Coming to America as an immigrant with nothing and building a career through curiosity and hard work is the foundation of how I approach every problem.

In this episode

01Why AI is the next paradigm shift comparable to mobile and video in 2010

02What the Google Brand Lab taught about helping enterprises navigate platform transitions

03Brand, demand, and community as the three pillars of effective B2B marketing

04Why building beats consulting: the motivation to move from advisor to operator

05How work orchestration platforms help enterprises manage skills, work, and AI agents simultaneously

01 Tell us about Gloat and your background.

"Gloat is a work orchestration platform. We help companies like MasterCard, Spotify, Novartis understand the capabilities of their workforce, break down work into projects and tasks, and connect that work to both people and increasingly AI agents. I came to America as an immigrant, found my way through an Ivy League school, joined Kantar doing consumer behaviour research, then six years at Google in the Brand Lab."

Tovbulatov traces a path from consumer behaviour research to enterprise AI via deep digital marketing experience.

02 What did the Google Brand Lab teach you?

"The Brand Lab worked with 250 of the leading brands in the world to make the shift to digital. At that time in 2010 the shift was all about mobile and video. That was a big paradigm shift for a lot of marketers then. I think AI is this next paradigm shift. I am thinking about that a lot these days."

The parallel between 2010 and now shapes his entire perspective on what enterprise marketing needs to do.

03 Why did you move from advisory to operator?

"I had consulted and advised long enough between Kantar and Google. I wanted to become a builder. That is what drove me to join Gloat four or five years ago. There is something fundamentally different about building something versus advising people on how to build something."

The distinction between advising and building reflects a particular kind of professional restlessness.

04 What are the three pillars of B2B marketing?

"Brand, demand, and community. Brand builds the credibility and awareness that makes everything else more efficient. Demand generates the qualified pipeline. Community creates the ecosystem of advocates and practitioners that amplifies both. B2B marketing that operates in only one or two of these is incomplete."

A clean framework for organising the B2B marketing function.

05 How does Gloat help enterprises with AI transformation?

"Increasingly in the age of AI we help connect work to both the people and the AI and the agents to get that work done. I am lucky enough to bring the story of Gloat to life around the world and work with our top partners as we help them with their AI transformation journeys."

Gloat sits at the intersection of human workforce and AI transformation.

35 Minutes

S2 E48 Season & episode

250 Global brands helped through the digital shift at Google Brand Lab

6yr At Google before making the move to become a builder at scale-ups

"I want to be a builder. That is why I left consulting and advising."

Hear Ruslan on

The Business of Marketing

Season 2 Episode 48 35 min

Apple Podcasts→ Spotify→ Ruslan Tovbulatov GUEST PROFILE→ Ruslan on LinkedIn→

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Full Transcript SEO & AI indexed

Season 2 E48 · Ruslan Tovbulatov, CMO, Gloat

Lightly edited for readability.

Host Tell us about Gloat and your background.

Tovbulatov Gloat is a work orchestration platform. MasterCard, Spotify, Novartis, Nestle. I came to America as an immigrant, found my way through Kantar doing consumer behaviour research, then six years at Google Brand Lab helping 250 leading brands make the shift to digital.

Host What is your framework for B2B marketing?

Tovbulatov Brand, demand, community. All three simultaneously. And AI is the next paradigm shift. In 2010 at Google Brand Lab it was mobile and video. I am thinking about the AI equivalent of that a lot right now. The brands preparing now will compound advantages over those that wait.

Brand. Demand. Community.

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