The problem with this is that it’s way too early to declare winners in AI. Teams need hands-on experience with multiple LLMs (ChatGPT, Claude, Perplexity, Gemini etc.) to understand their differences. CMOs need to create structured training time. They should not expect people to figure it out on nights and weekends. 

Further, CMOs need to teach teams how to prompt effectively, help them understand how LLMs source and cite information, and identify the content territories where your brand has real authority. 

The AI conversation will keep happening, and if marketers stay focused only on efficiency, they’ll miss the plot entirely. The brands that win won’t be the ones who automated fastest. They’ll be the ones who stayed discoverable, stayed differentiated, and stayed curious.

Lauren Weinberg is a member of Marketing Vanguard, ADWEEK’s exclusive community and intelligence resource for some of the most innovative and accomplished brand-side CMOs. Built on ADWEEK’s editorial foundation and shaped by the needs of today’s marketing leaders, Marketing Vanguard is an application-only program built for learning, connection, and personal and professional growth.