Inside Our Latest Webinar: Rethinking AI in Marketing With NYU Stern Professor Anindya Ghose

In our latest webinar, we had the opportunity to sit down with NYU Stern School of Business Professor Anindya Ghose for a wide-ranging conversation on the current state of AI in marketing and where the industry is headed next.

Fresh off receiving NYU Stern’s prestigious Impact Award, Professor Ghose shared perspectives from his global work helping companies implement AI strategies that go beyond surface-level adoption. The discussion focused on one central idea: while AI adoption is accelerating rapidly, many organizations are still not unlocking its full strategic value.

Throughout the conversation, Ghose explained how most businesses are currently using AI at the “production layer”,  improving efficiency through content creation, ad copy generation, and campaign automation, but are not yet fully integrating AI into business decision-making and long-term strategy.

A major theme of the webinar centered around the importance of rethinking workflows instead of simply plugging AI into outdated systems. Ghose compared today’s AI transformation to the early days of electricity in factories, where real productivity gains only came after organizations redesigned the way work was done.

The conversation also explored:

• Why experimentation and causal measurement are becoming increasingly important
• The difference between predictive AI and generative AI
• The role of data engineering in successful AI implementation
• Why human strategic thinking will remain critical alongside AI tools
• How leading brands are taking a long-term approach to AI adoption

Professor Ghose also introduced concepts from his book Thrive, including the “House of AI” framework, which outlines how companies should build foundational AI infrastructure before heavily investing in generative AI capabilities.

One of the biggest takeaways from the session was that successful AI adoption is not just about using the latest tools, it’s about building the systems, processes, and organizational mindset needed to create measurable business impact over time.

As AI continues reshaping the marketing landscape, conversations like these help move the industry beyond hype and toward practical, strategic implementation.

Want to hear the full discussion and all of Professor Ghose’s insights firsthand? Watch the full webinar conversation to explore the future of AI in marketing, experimentation, measurement, and business transformation.