Most Companies Think AI Is a Tool. The Winners Treat It as a System

Companies that once underestimated social media are at risk of making the same mistake again, this time with far bigger consequences.

EXPERT OPINION BY JASON MITCHELL, CEO, MOVEMENT STRATEGY @MOVEMENTS

Illustration: Inc; Photo: Adobe Stock

There’s really no sugarcoating it. While there are some companies using AI in really interesting and innovative ways, they’re in the minority. Everyone else is still stuck using ChatGPT and Claude as another tool to help them with basic tasks, without thinking about the ways AI can fundamentally change the way that they think about marketing.

It’s a lot like the early days of social media marketing. For every 100 brands loudly touting the benefits of social media while littering the platform with........

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