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If you’re leading a marketing team and your team’s goal is to support Google’s AI, which of these steps should you prioritize?

  • The creation of highly specified silos within the organization that allow for specialization and multiple budget owners.
  • The encouragement of teams to avoid experimentation in order to eliminate risk and help ensure stable levels of performance year-after-year.
  • The establishment of budget processes that define digital marketing as a cost center for the organization.
  • The development of capabilities in key areas like high-quality data and a skilled workforce as a means of complementing AI’s benefits.

The correct answer is:

  • The development of capabilities in key areas like high-quality data and a skilled workforce as a means of complementing AI’s benefits.