If you're leading a marketing team and your team's goal is to support Google's AI, which of these steps should you prioritize?

Developing capabilities in high-quality data and a skilled workforce is crucial because Google's AI-powered advertising relies heavily on robust data inputs and human expertise to guide strategies, interpret results, and optimize campaigns. High-quality data fuels the AI's learning and decision-making, while a skilled workforce ensures effective implementation, strategic oversight, and continuous improvement. Highly specified silos (first option) hinder data flow and collaboration, which are essential for AI. Avoiding experimentation (second option) prevents learning and adaptation, which are core to leveraging AI effectively. Defining digital marketing as a cost center (third option) discourages investment in the very areas needed to support AI and drive growth.