The Operating Model Gap

You have the tools. You have the talent. What you're missing is the operating model.

Every week, I talk to marketing leaders who've invested heavily in GenAI. They've bought the tools, trained their teams, and still, something isn't clicking.

The problem? They're trying to fit new technology into old structures.

What an AI Operating Model Looks Like

An operating model for GenAI isn't just about who uses what tool. It's about:

• Workflows: How does work actually flow through the team?
• Roles: Who's responsible for AI-assisted output vs. human-only decisions?
• Governance: What are the guardrails? Who reviews AI-generated content?
• Measurement: How do you track the impact, not just of the tool, but of the change?

Without these elements in place, you have a collection of tools, not a system.