AI Approach: Marketers And Brands Must Shift From Reactive To Proactive

Josh Campo, CEO at Razorfish.There’s nothing wrong with mitigating risk. This mindset is especially understandable with new technology, as it can be intimidating even for the most well-versed experts. And as much as the experts want to be right, the consequences of being wrong can be serious.This logic certainly applies to the current generative AI (GenAI) innovation cycle. According to Gartner, 27% of chief marketing officers report that their organizations either aren’t using it for marketing campaigns or are using it on a limited basis. There’s plenty that we don’t know about GenAI or where it’s headed, and for a third straight year, companies are in a state of standing by, bracing for the next breakthrough and frantically mobilizing in response. They are letting the disruption disrupt their business.Several years in, I think we’ve seen enough of this cycle play out that a change in approach is possible. The foundation is in place, patterns are emerging, and there’s at least some fo...