By Abeer Al-Qadi, Chief Marketing Officer, HUMAIN.Everyone wants to be artificial intelligence (AI)-enabled right now. The pressure is real. The technology is moving fast. Nobody wants to be caught standing still. But the biggest mistake marketers are making with AI right now is not moving too slowly; it is asking the wrong question entirely.
If your starting point is ‘which tools should we adopt?’ or ‘where can AI fit into how we work?’ you are already thinking about it the wrong way.
Here is the distinction that matters more than almost anything being said about AI and marketing today: AI-enabled and AI-native are not the same thing – not even close.
AI-enabled is what most marketing teams are doing. They look at their existing
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