I had the privilege of speaking at Marketing Analytics Summit Berlin on “Beyond The Hype: Building Talent, Processes and Leadership in the Age of Generative AI.”
My core message: AI adoption isn’t something you can outsource or roll out via template. Each of us needs to do the substantial work of discovering what works for our specific role through personal experimentation.
Beyond my talk, the conference reinforced what many of us are experiencing on a daily level:
- AI will only deliver on its promise if we invest in good, clean data—the foundation remains critical
- We’re still in the early innings with real, production-ready use cases remaining scarce
- Forward-thinking teams are already optimizing for LLMs and measuring their impact on conversions
- The human component—judgment, context, creativity—becomes more valuable as automation increases, not less
A huge thank you to Maren, Ole and the whole MAS team for creating such a great space for our community. The last 2 days were inspiring and I go home with lots of fresh impulses and ideas. See you next year!
Originally published on LinkedIn. Read the original →