Ernst & Young chief digital officer says marketing is undergoing a turning point as companies redirect spending from traditional digital initiatives to artificial intelligence–driven transformation.

AI Reshaping Marketing Strategy And Investment Priorities

Lou Cohen, chief digital officer at EY and a professor at New York University, said marketing teams are increasingly facing pressure to adopt artificial intelligence as budgets move from traditional digital tools to AI-powered systems, reported Business Insider on Monday.

He described the industry as being at an "inflection point," where organizations must rethink strategy around data, automation and intelligence.

"We are at an interesting inflection point," Cohen said, adding that marketers must learn how to make AI work for them "otherwise, you will end up working for it."

He said AI can strengthen audience segmentation, targeting and campaign testing while improving efficiency.

Cohen acknowledged concerns about AI-generated inaccuracies, noting the difference between probabilistic models and deterministic systems such as search engines.

He framed large language models as assistants that provide real-time insights and feedback rather than replacing human decision-making.

"We're going to learn more from the things that we fail with and that don't work than the things that do," he said, adding that AI can help evaluate and improve content but is unlikely to fully replace creative teams.

AI Adoption Accelerates Across Business Leadership

Earlier, former Google CEO Eric Schmidt, billionaire entrepreneur Mark Cuban and investor Kevin O'Leary all said AI was becoming a defining force for businesses, arguing that companies must adopt the technology to remain competitive.

Schmidt described AI as "underhyped" and said its true potential remained underestimated despite heavy investment.

He noted that companies were using AI to automate routine tasks such as billing, accounting and inventory management while also exploring broader applications in medicine, engineering and scientific research.

Cuban warned that AI would determine which companies survived, drawing a sharp divide between firms that effectively integrated the technology and those that failed to adapt.

O'Leary said AI had become one of the smartest investments for small businesses, highlighting its use in customer service automation and marketing optimization.

He added that falling costs and subscription-based tools had made AI more accessible, giving companies faster and more efficient ways to handle operations and customer support.

Disclaimer: This content was partially produced with the help of AI tools and was reviewed and published by Benzinga editors.

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