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AI isn’t just the next big thing
It’s the now thing. What started as a way to automate the mundane has evolved into a force multiplier, sharpening strategy, unleashing creativity, and delivering results at speeds that once seemed incomprehensible.
Campaign timelines that once stretched for weeks now wrap up in hours. Insights that used to drip in over days now flood in real time. Half of marketing teams are using AI to offload repetitive tasks and push boundaries—making smarter decisions and crafting bold, original ideas.
The heart of AI is about partnership, where human ingenuity is amplified and great ideas are transformed into unforgettable campaigns. Ignore the opportunity or hesitate on the sidelines using yesterday's tactics and risk becoming a footnote in the industry’s next transformation.
Cautionary Tales from Technology’s Past: BlackBerry
Think the pace of progress won't challenge your company's secure market position? Think again.
Remember BlackBerry? In 2009, they ruled the U.S. smartphone market, commanding over half of it with an $83 billion valuation. By 2012, they were a stark example of what happens when adaptation lags behind innovation and when executives wring their hands instead of taking action.
While Apple and Google reimagined the smartphone, BlackBerry clung stubbornly to physical keyboards, dismissed the consumer shift, and delayed opening their platform to third-party developers. They operated on a quarterly timeline while their competitors raced ahead weekly, redefining the industry in real time.
BlackBerry’s history is a warning. For today’s Fortune 500 companies navigating AI’s ascent, success isn’t about recognizing change; it’s about moving quickly enough to embrace it before the market moves on without you.
It’s Go-Time for Marketing Leaders
The clock is ticking on AI adoption. At MediaPost’s Email Insider Summit, this urgency came into sharp focus: 85% of business leaders say they have less than 18 months to operationalize their AI strategies before falling behind. This means that now is the time to invest in AI tools, prioritize training, and create an environment where experimentation thrives. AI success won’t happen on the fringes or during spare moments; it requires dedicated resources and a commitment to making AI literacy an integral part of how teams work.
Leading organizations are already demonstrating what’s possible. Victoria’s Secret is using AI to enhance customer connections, driving higher clicks and conversions by delivering hyper-relevant experiences.
[AI] is helping us put the customer at the heart of everything, driving clicks, conversions, and stronger connections
LINDSAY MASSEY
VP, Marketing at Victoria’s Secret
And Walmart, for instance, is scaling its customer-first strategy with AI, achieving immediate results while preparing for a rapidly evolving future.
We’re committed to the responsible use of AI, moving quickly to scale and meet future needs. Today’s Walmart is different.
DOUG McMILLON
CEO at Walmart
AI’s value lies in its ability to go beyond efficiency, enabling personalization at scale and empowering teams to focus on innovation. This moment isn’t just about catching up; it’s about laying the foundation for long-term growth and new achievements in marketing.
The Creative Renaissance
AI isn’t here to sideline creativity, and is in fact the catalyst for a new era where bold ideas can shine brighter and faster than ever before. It’s about putting marketers at the center of the equation, not taking them out of it.
As Citi’s CMO Alex Craddock wisely said, “The magic is in humans. If we forget that, we’ll end up in a dreadful world where bots are speaking to us all the time.” His words remind us of marketing’s true essence. It’s not about data wrangling or asset tweaking; it’s about imagination, connection, and ingenuity.
This is more than a vision—it’s happening now. Over half of marketers are harnessing AI to deliver personalized experiences at scale. Tools like Movable Ink’s Da Vinci are turning the seemingly impossible into reality, matching the right message to the right person through the right channel in the blink of an eye.
Leading the Way Forward
The path ahead demands focus and action. Begin by identifying where AI can make the greatest impact on your team’s operations and align these opportunities with your strategic priorities. Equip your team with the tools and knowledge to experiment, adapt, and integrate AI into their daily work. Cultivate a culture that prizes curiosity, innovation, and the ability to question conventional approaches.
AI’s promise isn’t merely in improving the familiar—it’s in reshaping marketing as we know it. For marketing leaders, this moment is less about catching up and more about setting the standard for a new era. The question isn’t whether to embrace AI but how to do so thoughtfully, with a vision for what comes next.
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