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We’ve got a long title for today’s column — and no, it’s not mine. This one comes from marketing guru Mark Schaefer (shared with permission).
When it comes to marketing legends, we often mention Philip Kotler with reverence, and we marvel at the brilliance of Seth Godin. But me? I’m hooked, hypnotized and highly inspired by the genius of Mark Schaefer.
I went through his article, and after a moment of reflection, I found myself in full agreement with his insights. Let me share it with you. I have taken the liberty to embellish it a little and add some personal commentary, which I am certain Mark would not mind.
If you’ve ever attended a marketing summit, scrolled through LinkedIn, or had coffee with a tech-savvy millennial who says “prompt engineering” like it’s a love language, you already know: AI is everywhere.
It’s in our strategies, our campaigns, our meetings… and for some, even their existential crises. But here’s what few are willing to admit:
The biggest problem with AI isn’t AI. It’s leadership.
That’s the insight I took from a conversation between two great minds — marketing sage Mark Schaefer and AI transformation strategist Mathew Sweezy. It was the kind of discussion that makes you shout “Yes!” at your laptop like it just made a buzzer-beating three-pointer.
Let’s break down their insights and what they mean for all of us.
1. Speed is the new superpower
There was a time when campaign approvals moved at the speed of a turtle on sedatives. A six-month plan would be launched... in seven. But AI changed the game. Today, inspiration in the morning can become execution by lunch.
That’s not science fiction. That’s AI doing what it does best — which is turning “someday” into “right now.”
And yet, oddly, the biggest delay isn’t the tech. It’s us.
Meetings about meetings. Legal?reviews. Approval bottlenecks.
AI can deliver?a full multi-channel campaign in 72-hours. But your?review committee? They’re?still “circling back next?week.”
Mathew Sweezy said, “If?you wait, you?miss the moment.”
He’s right. In today’s?fast-paced world, indecision?is the new?incompetence.
2. The human friction dilemma
Sweezy dropped a bold idea: Let AI absorb prior review feedback and become its own internal compliance team. In other words, let it pass its own exams.
Mark Schaefer wasn’t fully sold. And to be honest, I’m with him. Some friction is good.
Think about sandpaper. Sure, it slows you down, but it also brings out the polish.
The real leadership challenge isn’t eliminating friction.
It’s knowing the difference between refinement and red tape.
When you start hearing “We’ve always done it this way,” that’s not tradition talking, that’s fear in a necktie.
3. Who owns the “Brand Brain”?
Here’s a marketing question that belongs in a sci-fi film:
If AI agents start creating brand assets, who owns the central “brand brain”?
That is, who safeguards the tone, the style, the personality?
Sweezy predicts that smart companies will centralize this. They’ll build the brand’s core intelligence and give agencies access — not ownership.
It’s not about gatekeeping; it’s about keeping the gates from falling off.
We’ve all seen what happens when someone posts the wrong meme from the company page.
It’s not “on brand,” it’s “brand damaged.”
4. Creativity isn’t dying. It’s expanding.
If you’re in a creative role and worried about AI replacing you, take heart.
AI isn’t here to steal your brush, it’s here to clean the canvas.
Sweezy, who is also an artist, envisions a world where creators build entire galleries in a single day. Not rushed but amplified.
Where your weaknesses (be it time, tech skills, or plain old perfectionism) are handled by your digital support team — who never oversleep or show up late with coffee stains.
“Your limitations,” says Sweezy, “are now machine problems, not human ones.”
Let that sink in. The best AI doesn’t erase the artist. It gives the artist wings.
What’s the real risk?
The statement “AI is?risky” has become?as outdated as?the idea that seatbelts?should be optional because they?cause wrinkles in?your shirt.
It?misses the point.
The actual?risk does not?stem from adoption — but?from the delay?in implementing it.
Leaders?who maintain their comfort?zones while protecting?their teams from AI — instead?of teaching them?to use it?effectively — create the greatest?danger.
Speed is no?longer a luxury. It’s a?strategy.
Boldness is?no longer optional.?It’s survival.
And then Mark says:
“AI isn’t asking, ‘Are you ready?’
It’s asking, “How fast can you lead?”
Dear leader, this is not the time to be timid.
It’s time to experiment.
To fail fast.
Learn faster.
And lead boldly.
Because in this new age of intelligent machines, the most powerful tool in the room… is still a courageous human.
Give this a little more thought.
Take a moment to hold his insight up against what’s happening in your organization or business.
Ever wondered why, despite all the money you’ve poured into technology, the results still aren’t showing up?
Maybe it’s not a tech issue.
Maybe — it’s a people issue.
Or better yet, a leadership one.
It’s not about the tools; it’s about who’s holding them.
It’s not a systems problem.
It’s a leadership problem.
Always has been.
Now you know why I am such a fanboy of Mark Schaefer.
***
Catch Kongversations with Francis on YouTube and all major podcast platforms—Spotify, Apple Podcasts, Google Podcasts, and more. Plus, listen to Inspiring Excellence wherever you stream.
