David Carrel on generative AI
From Inside the Thomson Reuters rebrand with CMO David Carrel · · AdAge
“What makes Thomson Reuters so powerful is we have unique proprietary content we've been developing for 100-plus years across legal products, and the AI is built on that content that only we have — it's a huge differentiator.”
On , David Carrel, Chief Marketing Officer at Thomson Reuters Corporation, spoke about generative AI during Inside the Thomson Reuters rebrand with CMO David Carrel on AdAge.
About David Carrel
David Carrel, Chief Marketing Officer of Thomson Reuters, discussed the company's rebrand and its focus on artificial intelligence in two 2024 and 2025 podcast appearances. In a February 2025 interview with Ad Age, Carrel described the company's new brand promise as "clarifying the complex" for legal, tax, risk, and compliance professionals. He stated that the company's proprietary content, developed over more than 100 years, is a key differentiator and that its AI is built on that content. Carrel also noted that the rebrand was intended to modernize the company's look and feel. In a February 2024 interview on the CMO Insights podcast, Carrel said Thomson Reuters planned to spend $100 million each year for several years on AI. He commented that while AI will not replace a lawyer's job, "a lawyer using AI may replace lawyers not using AI." Carrel also discussed the company's use of generative AI for tasks such as video creation and content generation, and encouraged employees to take ownership of innovation and accept that making mistakes is acceptable.