Introduction
It’s hard to avoid the buzz. If you’re a head of marketing or digital leader in 2025, you’ve probably seen more AI webinars, thought pieces, and platform updates in the last six months than in the previous five years combined.
But as the noise ramps up, many leaders are left with more questions than answers: What should we actually be doing? Are we behind? Is AI really going to replace jobs, or is it just another overhyped trend?
In this conversation, I sat down with my Business Partner Dan Shaw as he explored his questions for me, not from the perspective of a tech evangelist, but from a grounded, business-first lens. Here’s what we uncovered.
The AI Conversation Isn’t Just About AI
Despite the flood of AI content, the biggest shifts aren’t just technological. As I shared early on:
I think my first comment is actually not about AI. Instead, the real story is workforce transformation.
Over the last five years, we’ve seen an accelerated evolution in how businesses operate from hybrid work models to restructured teams and pressure to do more with less. AI has become part of that story, but not the whole story.
We've brought people on to continue to accelerate businesses, and now we’ve got headlines around AI transforming everything and people losing jobs. I don’t love that narrative, but there is a fundamental shift happening that we need to prepare for.
Fear vs Focus: The Right Mindset for AI Adoption
Let’s get one thing clear: the fear is real, but it’s misplaced.
It’s not wrong to feel uncertain. Budgets are tightening. Teams are shrinking. And the noise around AI is relentless. But fear shouldn’t paralyse action.
I think the fear is genuinely not doing anything. If I was in a business right now pushing back on AI, I don't think I could just continue to ignore it.
2024 was the buffer year. In 2025, the window to wait and see is closing.
AI Is Not a Silver Bullet
A critical theme we unpacked was this: AI will not save you if you don’t know what problem you’re solving.
Dan shared a scenario typical for many leaders today: where a head of marketing is grappling with reduced budget, fewer people, and constant pressure to deliver more. Vendors are knocking. AI features are everywhere. But what do you actually do?
Wouldn't it be awesome if you could just buy an AI tool and it magically solves your resourcing and budget problems? But it's never that simple.
Just like rolling out a CRM or ERP, adopting AI requires understanding:
- Your Data & internal processes
- Your team’s IP, and how to nurture & apply that knowledge
- Your brand voice & culture fit both internal & external
- Your customer nuances, and CX expectations.
AI is powerful, but it’s only as good as the data, structure, and context you give it.
Strategy First, Always
Too often, AI is treated as the strategy. But as I emphasised during the chat:
It can't be a technology-first approach. AI is just a ubiquitous word and it can mean so many things. The key question is not which tool should I buy, but rather What business problem am I solving?
In your business today, are you trying to automate parts of your workforce, speed up customer response times, generate better marketing content, or improve data visibility and decision-making? Until you define that, any AI initiative is just a shot in the dark.
Tap Into Existing Momentum
One of the most overlooked opportunities in early AI adoption? Your own people.
There are already individuals inside your organisation quietly using AI tools to speed up tasks, improve work quality, or test ideas. Rather than fearing shadow IT, bring these people in.
People are learning how to adapt AI. Bring them in. Give them a structure. Understand what’s working and scale it safely.
This doesn’t require enterprise-wide investment, just curiosity, frameworks, and an appetite for experimentation.
Apply What You Already Know: CRM Lessons for AI
We often think of AI as something entirely new. But the blueprint for adoption already exists.
Think back to your CRM transformation. You didn’t just install software, you defined processes, cleaned up data, trained users, and built trust across departments. AI should be no different.
Businesses are capable of leaning into existing frameworks—like their CRM rollout process, and applying that same lens to AI.
It’s not about reinventing the wheel. It’s about reapplying proven practices to a new wave of capability.
What Comes Next: AI as the New Operating System
Perhaps the most forward-looking part of our conversation was this: AI is moving from ‘nice to have’ to ‘core business infrastructure.’
We’ve gone from ERP in the ’90s to CRM in the 2010s. Now, I really see AI becoming the core operating system of the business into the next decade.
This doesn’t mean every business needs to rush out and build custom models or replace their SaaS stack. But it does mean we’re seeing a shift from AI as a bolt-on tool to AI as an integrated enabler across marketing, operations, customer service, and more.
Key Takeaways
- Acknowledge the shift – AI isn’t just hype. It’s part of a broader workforce transformation.
- Don’t wait – The time for “watch and see” has passed. Start exploring.
- Start with strategy – Define the business problem before picking a tool.
- Leverage internal champions – Find the people already experimenting and build on their momentum.
- Use existing frameworks – Apply what you learned from past tech rollouts (like CRM).
- Think long-term – AI is becoming foundational. Lay the groundwork now for what’s coming next.
Final Thoughts
This isn’t about panic. It’s about progress. AI isn’t here to take your job, but it might just accelerate your future, if you’re willing to engage with it intentionally. It’s a moment of opportunity for those who choose to lead, not just react.
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