1: Align the use of AI with business outcomes

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Marketing expert Katie Robbert believes today's israel b2b leads complacency sets the stage for tomorrow's potential displacement. As CEO of Trust Insights, a management agency focused on artificial intelligence, marketing and organizational behavior, Katie is on the front lines of helping marketing and advertising companies grow through complex change management programs.

As AI permeates client deliverables and workflows in ever-expanding ways, she outlines the pragmatic steps agencies must take now to absorb solutions and augment human capabilities.

Together with partner Christopher Penn, they founded Trust Insights when Katie's specialized AI skills outgrew the traditional digital marketing services offered by her previous employer. Chris had been actively using AI in client work seven years ago, and Katie managed a team eager to work on cutting-edge projects, so the pair decided to take the plunge and start their own company.

Their timing was perfect, with their previous agency making a major acquisition and a clear shift in direction. The confluence of these factors prompted them to exit and build a business focused on AI capabilities that larger agencies were just starting to get into.

According to Katie, common digital transformation frameworks have a fundamental flaw: they overemphasize technology and ignore people. She believes this unbalanced emphasis often results in low ROI and poor adoption when underlying processes or team dynamics are ignored.

Katie has adopted her own “5P” model, which aims to align transformation initiatives with desired business outcomes. The framework includes:

Purpose: What specific problems can emerging technologies help you solve? How do the resulting capabilities reinforce your overall strategic goals?