The Three Commandments of AI Transformation

This week was packed with AI sessions featuring companies like Vercel, Miro, LinkedIn, and Intercom/Fin.ai - strangely enough, all while dressed in Lederhosen. The non-Bavarian mind cannot comprehend.

The final session, yesterday at Mindspace Stachus cut through the noise. My takeaways are mercifully short, but they signal the scale of the shift now underway in every marketing organization.

To master AI, AI Agents, and prepare for the next epoch of change, every marketing org must follow these three commandments:

1. Your organization needs its own AI Manhattan Project. Immediately. This requires everyone.

2. You must build your first digital employee. If you don’t know what this means, find out.

3. You need to run regular internal hackathons. Not as theatre, but building agent infrastructure - non-coders need to build,
non-designers need to design, and the entire org needs to learn together.

AI is not a feature. It is not “just another tool.” It is the operating system for the next era of business.

In 2023 the economist Richard E Baldwin said that “your job won’t be taken by AI, but by someone who knows how to use it.” I’d take it further: your enterprise won’t get eaten by AI, but by the enterprise that knows how to use it.

Finally, it’s strange watching presentations on AI and agents while wearing the Bavarian Tracht - but maybe it’s a reminder that epochs never end cleanly, they overlap.