The biggest mistake enterprise marketing teams make is treating AI as a product to purchase. AI is an organizational journey; processes, roles and data architecture change alongside the tool.
Align goals
Clarify outcomes in the first 30 days. Instead of generic goals like 'grow ROAS', target measurable business results such as 'cut weekly reporting time by 70%'.
Pick a narrow but deep pilot
Start with a high-impact, narrow scope. Transforming every channel at once destroys momentum.
Prepare the data foundation
AI only produces meaningful lift when first-party data, product catalog, CRM and campaign data live in a single semantic model.