000			02891 a2200217 4500
003			OSt
005			20250818120556.0
008			250812b |||||||| |||| 00| 0 eng d
020			_a978-1647829650
082			_a658.514
100			_aBrotman, Adam
245			_aAI first : the playbook for a future-proof business and brand
260			_aBoston, _bHarvard Business School Press: _c2025.
300			_a196p., note., iind., 24 cm X 16 cm
500			_aRecommended by: Anita Basaligappa
520			_aSummary: 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.
521			_aContents: 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
650			_xtechnological innovations _xmanagement _xartificial intelligence _xinnovations gestion _xAI and machine learning _xadvertising _xautomation _xbrand management _xbusiness models _xconsumer behavior _xcreativity _xcustomer strategy _xcustomer-centricity _xdigital transformation
700			_aSack, Andy
942			_cBK _2ddc
999			_c23130 _d23130