Stop using AI to speed up your silos

At Advertising Week New York, Ben Hall, Vice President, North America, and Alice Lee, Marketing Consultant, joined The Drum’s Problem Solved series to tackle a big question: how can brands make AI work better for marketing?

Their take? The real opportunity isn't simply doing things faster. It's rethinking how people, data, creativity and technology work together.

“You don’t want AI to just speed up the silos you’re already working in,” says Ben. “Applying AI to isolated processes risks accelerating an operating model that's already broken. Faster briefs and faster execution don't mean much if insight, creativity, media, data and technology remain disconnected.”

It's a challenge many CMOs will recognize. They're under pressure to cut costs, drive growth and keep up with changing customer journeys – often while working with systems and structures designed 10 or 15 years ago.

So how can marketing leaders move beyond disconnected tools and workflows to make AI deliver real value? And where does human creativity and judgement fit into the picture?