What Does It Mean to Be “AI Forward” in Marketing?

Of all business functions, marketing may have the most to gain from artificial intelligence. As the Harvard Business Review puts it:

“Marketing’s core activities are understanding customer needs, matching them to products and services, and persuading people to buy — capabilities that AI can dramatically enhance.”

I’ve spent a career looking for the leading edge of digital marketing, through dot-com booms, the rise of search, the explosion of social, and now the transformational era of AI. What we’re experiencing today isn’t just another toolset; it’s a foundational shift.

But as marketers, we’re not just technologists. We’re storytellers, brand builders, growth drivers, and above all, we’re in the people business. That’s why I believe in an “AI Forward” approach.

So, What Is “AI Forward”?

Being AI Forward isn’t just about using AI. It’s about integrating it into every facet of marketing in a way that is thoughtful, strategic, and human-centered.

It means putting people first: your team and your customers. It’s about harnessing AI not to replace people, but to empower them. To make our jobs more strategic, more creative, and more impactful. To use AI as a force multiplier, not a cost cutter.

My thinking on this has been shaped and influenced by the AI Marketing Institute. Their frameworks, trainings, and thought leadership have helped me connect the dots and sharpen my point of view.

Here’s a short video on how they describe it:

Why This Matters Now

The pace of AI innovation is staggering. The real risk for marketers isn’t falling behind on the tools, it’s falling behind on the mindset. Companies that adopt AI reactively will always be playing catch-up. Those that adopt it proactively and intentionally will shape the future of marketing.

Being AI Forward is how we do that.