Many companies are still in the earliest stages of understanding how AI will reshape marketing.
In this clip from Genuin Connections, AI media analyst Debra Aho Williamson explains why the biggest challenge for marketers today isn’t just adopting AI internally — it’s keeping pace with how consumer behavior is changing externally.
While organizations experiment with AI tools to improve workflows and productivity, consumers are increasingly using AI assistants to research products, evaluate options, and make decisions.
The companies that gain the biggest advantage in the AI era will be the ones that do both:
• Improve internal AI capabilities inside their marketing organizations
• Closely monitor how consumers are shifting their discovery habits
As AI assistants, recommendation systems, and conversational interfaces influence more purchase decisions, marketers must rethink how they show up across trusted digital environments where discovery now happens.