AI makes it easier to produce more marketing. Effective marketing still depends on human judgment. Drawing on interviews with 15 CMOs and senior marketing leaders, his MIT Sloan Management Review research on AI-driven search, and a practical framework for critical thinking, Dr. Michael Pettiette of the University of Houston System explores three dimensions of marketer readiness: producing distinctive work instead of generic AI slop, preparing brands for the shift from SEO to GEO and answer-based discovery, and connecting marketing decisions to financial performance.

If every marketer has access to the same AI tools, what will make your work distinctive? Can customers find your brand when AI provides an answer instead of a list of links? Can your team demonstrate how its marketing activity contributes to business performance?

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