Don't view AI as just a feature set. Instead, treat "intelligence" as a fundamental new building block for software, on par with established primitives like databases or APIs. When conceptualizing any new product, assume this intelligence layer is a non-negotiable part of the technology stack to solve user problems effectively.

To move beyond keyword search in their media archive, Tim McLear's system generates two vector embeddings for each asset: one from the image thumbnail and another from its AI-generated text description. Fusing these enables a powerful semantic search that understands visual similarity and conceptual relationships, not just exact text matches.

A study with Colgate-Palmolive found that large language models can accurately mimic real consumer behavior and purchase intent. This validates the use of "synthetic consumers" for market research, enabling companies to replace costly, slow human surveys with scalable AI personas for faster, richer product feedback.

Companies like Bath & Body Works are moving beyond visual marketing by infusing physical spaces with signature scents. This "scent-a-gration" leverages the powerful link between smell and memory to create deep, lasting brand associations in high-traffic areas.

The best agentic UX isn't a generic chat overlay. Instead, identify where users struggle with complex inputs like formulas or code. Replace these friction points with a native, natural language interface that directly integrates the AI into the core product workflow, making it feel seamless and powerful.

AI development has evolved to where models can be directed using human-like language. Instead of complex prompt engineering or fine-tuning, developers can provide instructions, documentation, and context in plain English to guide the AI's behavior, democratizing access to sophisticated outcomes.

While most companies struggle to prove a return on their AI investments, Estée Lauder's AI-powered scent advisor provides a clear win. By doubling the purchase rate for users, it serves as a rare, concrete example of an AI application that directly and measurably boosts revenue.

While AI offers efficiency gains, its true marketing potential is as a collaborative partner. This "designed intelligence" approach uses AI for scale and data processing, freeing humans for creativity, connection, and building empathetic customer experiences, thus amplifying human imagination rather than just automating tasks.

AI tools that generate functional UIs from prompts are eliminating the 'language barrier' between marketing, design, and engineering teams. Marketers can now create visual prototypes of what they want instead of writing ambiguous text-based briefs, ensuring alignment and drastically reducing development cycles.