How AI Will Transform Brand Strategy and Marketing Forever

In a world where technology is evolving at breakneck speed, artificial intelligence (AI) is not just an accessory but a game-changer for brand strategy and marketing. Co-founders of Forum3, Adam Brotman (ex-Chief Digital Officer at Starbucks and co-CEO of J.Crew) and Andy Sack (veteran tech entrepreneur and advisor at Microsoft), are at the forefront of this transformation. Their new book, AI First: The Playbook for a Future-Proof Business and Brand, offers vital insights for any leader seeking to navigate this new landscape.

What’s the Big Idea?

The “AI moment” calls for business leaders to not only adapt to technology but to revolutionize their companies. AI is not a distant dream but a current reality that will shape the future of marketing. With actionable insights from industry giants, Brotman and Sack deliver a real-world playbook designed to empower leaders to thrive in an increasingly AI-driven marketplace.

Listen to the audio version of the book—read by the authors themselves—here.

1. 95% of Marketing Will Be Done by AI

According to tech visionary Sam Altman, it’s predicted that in just a few years, 95% of marketing tasks will be executed by artificial general intelligence (AGI). This could include everything from strategic planning to creative execution, almost instantaneously and flawlessly. For business leaders, the stakes have never been higher; the real risk lies not in AI taking jobs, but in competitors leveraging AI to outpace your business.

Key Insight: Companies that embrace AI now will leapfrog their competitors. As Sal Khan from Khan Academy noted, his only regret was not adopting AI sooner. Actions today are essential for not playing catch-up tomorrow.

2. AI-First Enterprises Require AI-First Leaders

The journey towards becoming an AI-first organization begins with leadership. When CEOs demonstrate a curiosity and willingness to learn about AI, this mindset radiates throughout the organization. Your teams will become more willing to experiment, and AI fluency will proliferate.

• Real-Life Example: At Moderna, an internal podcast and AI prompt contests engaged 5,000 employees in daily AI tasks. At Suzy, leadership showed the potential of AI tools firsthand to break down skepticism.

Inspirational Quote: "People don’t need to be pushed into AI—they need permission to explore."

Being an AI-leader centers around cultivating a culture of exploration rather than mere implementation. The transformation may start with a tech platform, but the real magic unfolds when people embrace it wholeheartedly.

3. AI as a Utility

For brands, AI should not be seen merely as an experimental technology but as an integral part of operational infrastructure. Just like electricity, AI will soon become indispensable in daily tasks.

Insight from Brice Challamel at Moderna emphasizes: Nobody questions the ROI for electricity—AI belongs in this same category.

Leading organizations that integrate AI into their workflows will experience significant operational changes. The question is not whether to adopt AI, but how quickly and thoroughly to do so.

4. AI Copilots for Every Role

Imagine a future where every department—from finance to creative—has an AI copilot, augmenting human efficiency without replacing it. Reid Hoffman, co-founder of LinkedIn, likens this revolution to the “steam engine of the mind.”

Impact: Businesses have recorded productivity boosts of 25% and quality improvements of nearly 40% when pairing teams with generative AI tools.

These AI copilots not only enhance decision-making power but also streamline processes, freeing up teams to focus on strategic tasks.

5. Choose Your Approach, But Don’t Wait

There’s no single path to achieving effective AI transformation. However, one truth stands clear: indecision is not an option.

Some successful paths include:

• The Run Approach: Eric Vaughan of IgniteTech initiated an immediate company-wide activation, gamifying the process to encourage rapid employee engagement.

• Start Small and Prove Fast: Alicia Parker at Tishman Speyer adopted AI tools within her marketing team, achieving quick wins that momentum built upon.

• The Top-Down Pilot Approach: Matt Britton of Suzy showcased internal tools himself, allowing results to drive acceptance.

Crucial Action: Begin with AI literacy and education to enable responsible tool usage and effective governance.

As Sam Altman pointed out, while AGI is only a few years away, timing is everything. Companies that move first and learn swiftly will dominate this new era.

Engage with AI in your marketing journey, and stay ahead of the curve in a rapidly evolving landscape. Explore the wisdom contained in AI First and discover how to future-proof your brand. Learn more in the Next Big Idea App and access a wealth of insights from industry thought leaders. Your future begins today!