In recent weeks, I’ve spoken with several chief marketing and communications officers in higher education about AI adoption. When I ask how knowledgeable their teams are on the topic, I often hear, “The level really varies—from zero to using it every day. They could use some training.” Then, almost sheepishly, they add, “Even I could probably benefit from knowing more.”
It was during one of these conversations that something clicked: Senior marketing leaders are being asked to lead their organizations into the age of AI, but many don’t fully understand it themselves.
This moment took me back to the early 2000s, when social media channels like Facebook and Twitter began reshaping corporate communications. I was at Boston Children’s Hospital, grappling with how to use Facebook to better connect with audiences while protecting patient privacy and the hospital’s reputation.
At the time, we were navigating concerns like “What if someone posts negative comments? What if a family member shares private health information? How do we manage a brand when control is no longer entirely in our hands?”
Social media was new and many of us were still learning how to use it, let alone lead through its implications. It was about relinquishing control—an unsettling but necessary step to engage audiences where they were.
Today, with AI, marketing leaders are again faced with a watershed moment. They’re expected to guide their organizations into an uncertain future, where AI’s capabilities are still evolving. Yet, many are learning on the job, asking questions for which there are no easy answers.
But here’s the key: You don’t need to be an AI expert to lead AI adoption. Just like with social media, it’s not about mastering the technology—it’s about mastering leadership during times of transformation.
So how can you lead when you’re still learning AI yourself?
- Adopt a learner’s mindset. It’s OK to admit you’re still figuring things out. Creating a culture where your team learns together will go further than pretending you have all the answers.
- Benefit from internal expertise. Look to those within your team or organization who are already using AI. Let them be your internal champions and help bridge the knowledge gap for the rest of the team.
- Set strategic goals, not technical ones. Instead of focusing on understanding AI down to the last algorithm, focus on how it can advance your broader marketing goals—like building your brand, delivering a personalized experience or driving more efficient decision-making.
- Avoid “shiny object syndrome.” It’s easy to get caught up in the excitement of AI and feel pressure to adopt the latest tools. But successful AI adoption isn’t about jumping on trends—it’s about ensuring any AI initiative aligns with your overall marketing strategy. Focus on what will deliver real, measurable value to your business rather than chasing every new feature or tool.
- Encourage experimentation. Don’t wait until you fully understand AI to implement it. Start small with pilot programs and safe-to-fail experiments, then build on those successes.
Just as with social media, the goal is not to control the technology but to guide your organization through the changes it brings. Leadership in the AI era means being comfortable with uncertainty and empowering your team to innovate.
You don’t need to understand every technical detail of AI to lead your organization into this new frontier—you just need to be willing to learn alongside your team and guide them toward the strategic opportunities AI presents.
