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AI Post / Messe Review
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Yesterday’s marketer used AI to get things done faster.
Tomorrow’s marketer will orchestrate how the work gets done.
On wednesday, I was at the AI in Marketing Zurich conference.
Chris Beyeler from Swiss AI said that only 3% of Swiss companies are creating real value with AI today.
A few teams are using AI. Very few are truly redesigning how work gets done.
So here are the 3 myths you should know about:
❌ Myth 1: It's about finding the best AI tool.
✅ Reality: It's about building better systems using AI.
❌ Myth 2: AI fixes messy processes.
✅ Reality: It usually just scales them.
❌ Myth 3: AI is a content tool.
✅ Reality: AI is changing the role of the marketer.
The future shift in marketing is from creator to orchestrator.
The University of St. Gallen session showed us new use cases: synthetic market research, simulated customer responses, and digital twins.
So where is everyone really at with AI?
Everyone is cooking with water.
Some just have hotter water.
Not many fancy dishes are being cooked 😉.
The heat rises when teams stop asking:
Which AI tool should we use?
and consider:
What marketing system are we building?
If AI only saves you time, you are still thinking too small.
💻 Where is your team today: learning prompts, or redesigning workflows?
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AI Post / Messe Review
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