Every marketing team I speak to now uses AI in some form. Someone is drafting captions in ChatGPT, someone else is generating images, a third person is quietly pasting the quarterly numbers into a chatbot and asking it what to make of them. What almost none of these teams have is fluency. They have usage, which is a very different thing, and the gap between the two is where most of the value is either won or lost. I spent the past month deliberately closing that gap for myself and my team, working through Anthropic Academy's courses and then rolling the thinking out across how we actually work. What follows is what I've come to believe fluency means, why usage alone is a trap, and how a marketing leader can build the real thing. Usage is not fluency Here is the uncomfortable truth about how most marketers adopted AI: they treated it like a faster search engine or a junior copywriter who never sleeps. You ask, it answers, you paste the answer somewhere. That works for the ...
Blowing your mind away!