Post by OLIVER | The Brandtech Group

A working paper from the National Bureau of Economic Research has found that, while 70% of the firms report using AI, 80% are struggling to realise its potential. Angela Tangas talks to The Current about why building capability inside brands is the key to staying one step head with AI: "Many companies are focused on short-term optics like efficiency. But the real opportunity is embedding AI in ways that actually drive growth: business, brand, and, of course, customers." Adoption is already widespread, from personalization to performance tools to creative production. But how will it translate to ROI? Read the full article by Michelle Castillo here: https://lnkd.in/ep-PFSzq