Guest Speaker Spotlight: Michele Salerno

Students in ARTX 325: The Marketing of Fashion, taught by Dr. Michelle Burton, recently welcomed Michele Salerno, Chief Growth Officer at Celerant Technology, for an engaging and forward-thinking discussion on how technology and artificial intelligence are transforming the marketing landscape.

Drawing on her extensive experience leading marketing and growth strategy in the retail technology sector, Salerno offered students an inside look at how innovation, data, and storytelling intersect in today’s fashion industry. Her presentation, “Real-World Strategy: How AI is Changing the Game,” explored how brands can stay visible and competitive in an increasingly digital marketplace.

Salerno began by clarifying the difference between marketing strategy and execution, emphasizing that every successful campaign begins with a clear sense of purpose, anchored in brand vision, mission, and values. She challenged students to think beyond tactics and understand the deeper “why” that drives brand identity.

A key takeaway from the session was her introduction of GEO or Generative Engine Optimization, a new concept redefining how marketers approach visibility in AI-powered search tools like ChatGPT and Google’s AI Overview.

“The new goal isn’t to win the click. It’s to be the answer that AI recommends.”

–Michele Salerno

Salerno also shared how AI trust signals, from customer reviews and earned media to awards and verified partnerships, now shape how both algorithms and consumers evaluate brands. Through examples from Celerant’s work with retailers, she demonstrated how even small and mid-sized businesses can use these digital tools to compete globally.

Throughout the discussion, Salerno encouraged students to stay curious and proactive in their approach to technology. “AI won’t replace you,” she reminded the class, “but ignoring it will.” Her message underscored the importance of balancing creativity with data-driven strategy, an essential mindset for next-generation fashion marketers.

This visit was part of Montclair State University’s ongoing effort to connect students with industry leaders who are redefining the future of retail and marketing. Salerno’s insights left students inspired to think critically, adapt boldly, and approach innovation as both a creative and strategic opportunity.