Mark Schaefer, a respected marketing expert, recently shared a perspective on AI that deserves the attention of every marketer. While AI is everywhere—shaping strategies, campaigns, and meetings—the biggest challenge isn’t the technology itself. It's leadership.
This insight comes from a conversation between Mark Schaefer and AI transformation strategist Mathew Sweezy. Their discussion cuts through the noise to reveal what’s really holding marketers back from fully leveraging AI.
1. Speed is the New Superpower
Campaign approvals used to crawl at a glacial pace, with plans slipping past deadlines regularly. AI changes that by turning ideas into action almost instantly. Inspiration in the morning can become execution by lunch. But here’s the catch: the delay isn’t the technology—it’s the decision-making process.
Endless meetings, legal reviews, and approval bottlenecks slow everything down. AI can produce a full multi-channel campaign in 72 hours, yet committees still “circle back next week.” As Sweezy puts it, “If you wait, you miss the moment.” In a fast-moving market, hesitation is the real obstacle.
2. The Human Friction Dilemma
Sweezy suggests letting AI absorb past feedback and act as its own compliance checker. Schaefer, however, cautions against removing all friction. Some resistance is necessary—it’s like sandpaper that smooths out the rough edges. The leadership challenge lies in distinguishing between helpful refinement and pointless red tape.
When you hear “We’ve always done it this way,” it’s often fear disguised as tradition. Good leadership recognizes when friction adds value and when it only slows progress.
3. Who Owns the “Brand Brain”?
As AI starts generating brand assets, a critical question arises: who controls the brand’s core identity—its tone, style, and personality? Sweezy predicts companies will centralize this “brand brain,” granting agencies access but not ownership.
This isn’t about gatekeeping but about maintaining consistency. We’ve all seen the damage a single off-brand post can cause. Central control helps keep the brand intact without stifling creativity.
4. Creativity Isn’t Dying. It’s Expanding.
If you’re worried AI will replace your creative role, think differently. AI isn’t here to take your place but to clear obstacles. Sweezy, an artist himself, imagines creators producing entire galleries in a day—not rushed but enhanced.
AI handles the limitations of time, technical skills, or perfectionism, turning these into machine problems instead of human ones. The best AI tools give artists the freedom to focus on what they do best.
The Real Risk
Labeling AI as “risky” has become outdated. The real danger lies in delaying its adoption. Leaders who cling to comfort zones and shield their teams from AI instead of teaching effective use create the biggest threat to progress.
Speed is now a strategic necessity. Boldness is essential for survival. AI doesn’t ask if you’re ready; it asks, “How fast can you lead?”
Leadership today means experimenting, failing fast, learning quickly, and pushing forward with courage. The most powerful asset in any room remains a brave human guiding intelligent machines.
Think about your own organization. If tech investments aren’t delivering, it might not be the tools that are failing. It could be the leadership holding them back. This is why value-driven leadership matters more than ever.
For marketers ready to build AI skills and lead confidently, exploring specialized AI marketing certifications can be a practical next step.
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