TY  - GEN
AU  - Brotman, Adam
AU  - Sack, Andy
TI  - AI first : the playbook for a future-proof business and brand
SN  - 978-1647829650
U1  - 658.514 
PY  - 2025///
CY  - Boston
PB  - Harvard Business School Press
KW  - technological innovations
KW  - management
KW  - artificial intelligence
KW  - innovations gestion
KW  - AI and machine learning
KW  - advertising
KW  - automation
KW  - brand management
KW  - business models
KW  - consumer behavior
KW  - creativity
KW  - customer strategy
KW  - customer-centricity
KW  - digital transformation
N1  - Recommended by: Anita Basaligappa; Contents:

Introduction: The Holy-Shit Moment
Part One
What Is Happening?
1. Human + Machine
2. Productivity Redefined
3. The Middle Era
Part Two
What Should I Do about It?
4. Al First Marketing
5. Al First Mindsets
6. Embrace Al, and Pivot Hard
7. The Essential Utility.
Conclusion: Another Intelligence in the Room

N2  - Summary: What does the rapid rise and astonishing rate of improvement of AI mean for brands in the next five years? Listen to what OpenAI CEO Sam Altman told authors Adam Brotman and Andy Sack when he met them: "It will mean that 95% of what marketers use agencies, strategists, and creative professionals for today will easily, nearly instantly, and at almost no cost be handled by the AI-and the AI will likely be able to test the creative against real or synthetic customer focus groups. No problem." With that astonishing statement, the authors began a journey of discovery to understand what this transition to an AI-first world means. You'll hear from a who's who of tech visionaries who spoke with the authors, including Altman, Bill Gates, and Reid Hoffman, sharing how they're thinking of the transition to the new reality. You'll also hear from practitioners bold enough to be surfing this tidal wave of change, including one who audaciously mandated experimentation with AI for all his employees. Brotman is the former chief digital officer at Starbucks, pivotal in the development of the coffee giant's mobile payment and loyalty programs. Sack is a legendary tech visionary and former adviser to Microsoft CEO Satya Nadella. Together, they formed strategic consultancy Forum3 to take on every aspect of the challenge to becoming an AI-first organization, including how you think about the design of jobs, what skills you need to start developing, what customers will expect from brands that they don't today, how to achieve early wins, and how to compete in an AI-first arena, where nearly anyone can build creatively engaging brands quickly and cheaply. It's time to get ready for a brand-new world.
ER  -