Scott Galloway at Awin Global ThinkTank 2025: Vulgar, vital, and very much on point

There’s no easing into a Scott Galloway keynote. You’re thrown straight into a high-speed blender of profanity, sharp wit, and unapologetically bold takes. In the first of four keynotes at this year’s global ThinkTank the NYU professor, entrepreneur, and serial truth-bomber delivered a keynote that was part economics lecture, part stand-up comedy, and part wake-up call to every marketer still coasting on cookies and clichés.

AI: Apocalypse or acceleration?

The heart of Galloway’s message was AI – but not the usual fear-mongering doom scroll. No, in classic contrarian fashion, he argued that AI won’t be the job-destroying overlord it’s been made out to be. “It’s going to create more jobs than it kills,” he said, acknowledging that some industries will indeed be “wrecked” but insisting the net effect will be opportunity – if we’re brave enough to grab it.

He compared the AI revolution to previous waves of disruptive tech – from the internet to mobile – and predicted a flood of new companies and business models. If you’re a recent graduate, he reckons now’s the time to jump into AI, not run from it.

The “big four” and the attention economy

Of course, no Galloway talk is complete without skewering the Big Four. Meta, Google, Apple, and Amazon all took their fair share of hits. “We’ve gone from information democracy to information feudalism,” he quipped, pointing out how a handful of platforms now command attention like medieval lords hoarding land.

The implication for B2B marketers? You can’t outspend these giants – but you can outsmart them. Own your narrative. Create IP. Build direct relationships. Be more than an algorithm’s afterthought.

On the future of work: “middle management is toast”

Galloway made it clear: if your job is to “move boxes from one side of the PowerPoint to the other,” AI’s coming for you. But if you’re a creator, a connector, or someone who can build – you’re golden. He urged brands to foster internal talent and ditch performative culture. No more “Zoom theatre,” no more “we’re a family” nonsense. Instead, build real businesses with real impact.

Tough love for marketers

For anyone working in marketing, the message was equal parts roasting and revelation. “Most marketing today is just trying to distract people long enough to shove a product in their face,” he said. The future lies in authenticity, utility, and yes – balls. Not the anatomical kind (though he’d definitely mention them) – but the creative courage to say something worth hearing.

His challenge to the room was simple: use AI to elevate, not replicate. Use data to inform, not conform. And above all, remember that good marketing isn’t about manipulation – it’s about meaning.

Final Thoughts: A Shot of Espresso and a Slap in the Face

In 30 minutes, Galloway managed to be offensive, inspiring, terrifying, and hilarious – all at once. He reminded us that we’re not just riding the waves of change; we’re shaping them. And in a world where B2B often stands for “boring-to-boring,” his call to make marketing braver, smarter, and more human was exactly what the room needed.

If you’re still waiting for permission to innovate – Galloway just revoked your excuse.

More from Awin Global ThinkTank 2025:

Dr Karen Nelson-Field: Marketers need to stop counting eyeballs and start earning them