Leading Your Business in the AI Era

Summary

This chapter delves into how we can directly integrate artificial intelligence (AI) into marketing teams. Successfully integrating AI into marketing requires broader organizational alignment. The chapter shows how AI‐enhanced marketing operations link to other functions and promote the establishment of a cohesive, informed, and flexible business environment. The successful integration of AI into marketing requires a collaborative effort across all levels of an organization. Marketers may find the AI‐related changes even more profound, lasting, and potentially career‐altering than the previous shifts in communications and customer connections. Marketing leaders can take actions in a similar fashion to the federal government's approach to implementing and governing the use of AI. In the AI‐driven era, marketing functions must not only adapt to new technologies but also redefine roles and workflows to optimize collaboration between human teams and AI copilots. One of the drivers limiting AI adoption is organizational inertia and cultural barriers.