On BOSS this week, I interviewed my boss, Tim Barnes, at Amazon Web Services (AWS).

We talked AdTech, Agentic AI, CES, and what actually matters as we head into 2026.

"I think the next sea change in AdTech is going to be an interoperability of AdTech based on agents." - Tim

Tim leads the Advertising & Marketing vertical at AWS, and he has built his career through multiple cycles of this industry, from early CRM and AdTech days to AT&T/Xandr and now AWS.

What stood out most in this conversation wasn’t hype.

"I think everyone knows who's in this industry; this is an industry driven by annual buzzwords." - Tim

It was clarity.

On agentic AI, Tim said what a lot of people are thinking:

This industry loves buzzwords.

Some move the needle. Some don’t.

This one feels different.

Why? Listen to find out as 2026 is shaping up to be a pivotal year.

We also talked CES!

"The relationships we enjoy in this industry are priceless and very easy to obtain at first, but difficult to nurture and maintain long term." Tim

CES is about...

reconnecting with old colleagues.

Understanding real customer business challenges.

C-suite conversations that are unique to CES & Cannes, and how relationships shape what comes next.

That same thinking is what led us to bring industry leaders together at AWS re:Invent for the launch of the AWS AdTech Executive Advisory Forum Roundtable, to build community, deepen relationships, and have candid conversations on shaping the future of AdTech.

Listen all the way through if you’re curious why Tim hired me.

If this episode resonated, like it, share it, and comment below.

And follow me, Ali Levitan, for more BOSS executive interviews, AdTech + AI insights, and the real talk on work and life as Jake and Sophia’s mom.

Happy Holidays, and see you all in Vegas next year!

“I call myself an AdTech influencer… which is a little bit of a joke, but it's also true.” That’s how Ari Paparo kicked off our BOSS interview, and the insights that followed make it clear why this conversation is worth your time.

🎙 AdTech, Agentic AI, and Saying What Others Won’t — with Ari Paparo is now live.

In this BOSS episode, we covered: 📌 How performance is reshaping the narrative across marketing and media 📌 The three waves of AI, from workflow automation to system-to-system efficiency to potential transaction-level execution 📌 What clear communication, real strategy, and product leadership look like in today’s environment 📌 Why technical fluency matters more than ever — across roles and levels 📌 How Marketecture Media is evolving as a platform for honest, smart, and cross-functional conversation in AdTech

We also talked about career advice, product thinking, and the importance of staying curious, from SQL and Python to AI-powered tools that can 10x how we work.

If you're in the marketing, media, or advertising ecosystem, this one's for you.

🎧 Watch or listen to the episode and let me know what resonated. Tag someone who should be part of this conversation, or who you want to see on BOSS next.

And follow me, Ali Levitan, for more BOSS executive interview

What would happen if you said yes to something that scared you at work and in life? That question changed everything for Marie Han Silloway, Executive Partner at Gartner, and this week’s guest on BOSS.

This week on BOSS, I sat down with Marie, a global marketing leader whose career has spanned Coca-Cola, Starbucks, Estée Lauder, Godiva, and Subway. Her story hits every note on courage, clarity, and growth.

Marie said yes to moving halfway across the world to China with a newborn. She said yes to leading through uncertainty and cultural complexity. And she said yes again when the world shifted toward Agentic AI and nonstop transformation.

🎯 Her biggest insight:

“Resilience isn’t perseverance. It’s adaptability. It’s testing, learning, and resetting without losing momentum.”

We talked about: 💡 How calm and clarity are the ultimate leadership superpowers 🤝 Why asking better questions beats having all the answers ⚡ The real ways CMOs and agencies are using Agentic AI to move faster, smarter, and more creatively 🚨 Why the risk of doing nothing with AI is now higher than ever

If you’ve ever hesitated to take a leap or wondered how to keep your edge when the rules keep changing, this one’s for you.

🎙️ Watch the full episode of BOSS x Marie Han Silloway below 👇 Then tell me in the comments: What’s one thing you’ve said “yes” to that scared you and changed everything?