--- title: TIME's CEO and Philip Morris International's Global CEO, talk Consumer Expectations. description: Breaking news and analysis from time.com. Politics, world news, photos, video, tech reviews, health, science, and entertainment news. canonical: https://time.com/branded-content/philip-morris-international/times-ceo-and-philip-morris-internationals-global-ceo-talk-consumer/ article:opinion: false article:content_tier: free article:published_time: 2026-07-20T09:47:14.659Z article:modified_time: 2026-07-20T09:47:07.276Z og:title: TIME's CEO and Philip Morris International's Global CEO, talk Consumer Expectations. og:description: Breaking news and analysis from time.com. Politics, world news, photos, video, tech reviews, health, science, and entertainment news. og:url: https://time.com/branded-content/philip-morris-international/times-ceo-and-philip-morris-internationals-global-ceo-talk-consumer/ og:site_name: TIME og:image: https://static.time.com/v3/assets/bltea6093859af6183b/bltde093bcdab65f2d0/6988d9b9bc6cfc69913e2a3c/time-logo.jpg?branch=production og:image:width: 1200 og:image:height: 675 og:image:alt: TIME og:type: article twitter:card: summary_large_image twitter:title: TIME's CEO and Philip Morris International's Global CEO, talk Consumer Expectations. twitter:description: Breaking news and analysis from time.com. Politics, world news, photos, video, tech reviews, health, science, and entertainment news. twitter:image: https://static.time.com/v3/assets/bltea6093859af6183b/bltde093bcdab65f2d0/6988d9b9bc6cfc69913e2a3c/time-logo.jpg?branch=production --- # TIME's CEO and Philip Morris International's Global CEO, talk Consumer Expectations. ## Video: TIME PMI Global LF FINAL [Watch (HLS stream): TIME PMI Global LF FINAL](https://cdn.jwplayer.com/manifests/B8QhhL7y.m3u8) (5:47)  _Published 2025-09-01_ Jessica Sibley, TIME’s CEO, sat down with Philip Morris International’s CEO, Jacek Olczak, for a frank chat about innovation, AI, and consumer behavior. In order for a company’s innovations to be successful, consumers must have faith in the innovations themselves. When rolling out new products, said Olczak, “You need to have a very high level of certainty that…you can actually meet the promise… \[that you\] make to consumers.” That’s how you build trust. And if there is a mistake, companies must have the courage to apologize and correct the error, which consumers will reward in the long term. Olczak explained that, from the beginning, Philip Morris International knew that they would have to build credibility not only with consumers but also with regulators. Olczak acknowledged that, regulation can actually incentivize innovation, in addition to promoting ​ consumer guardrails and trust. “This is where consumers feel confident that the products and services are somehow regulated,” he said. On the subject of AI, Olczak encouraged a positive and forward-looking mindset. Every time civilization comes up with something new, Olczak noted, the first reactions are always rejections and denials when, in fact, it’s something that could improve the lives of people across ​ the planet.  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