If you’re leading a marketing team and your team’s goal is to support Google’s AI, which of these steps should you prioritize?

• The creation of highly specified silos within the organization that allow for specialization and multiple budget owners.
• The encouragement of teams to avoid experimentation in order to eliminate risk and help ensure stable levels of performance year-after-year.
• The establishment of budget processes that define digital marketing as a cost center for the organization.
• The development of capabilities in key areas like high-quality data and a skilled workforce as a means of complementing AI’s benefits.

The correct answer is:

• The development of capabilities in key areas like high-quality data and a skilled workforce as a means of complementing AI’s benefits.