AI is now at the center of modern marketing, shaping what people see, where they go, and how they make decisions. It’s powerful, visible, and should feel like low-hanging fruit for marketing teams. So why are so many organizations still stuck on the sidelines?
Because uncharted territory comes with fear, hype, and a quiet kind of paralysis. Teams worry about doing the wrong thing, so they do nothing. Or they spin up scattered pilots with no clear goal, no guardrails, and no connection to actual revenue.
To cut through the noise, Arnaud Desprez, CEO and founder of HexaGroup, spoke with Nick Caruso, Chief Revenue Officer at KnowledgeNet.ai and a generative AI veteran with nearly 30 years of experience helping companies use AI to find better answers faster.
Nick spends his time helping organizations grow sales pipelines, clean up data, and win more deals without losing control of their brand or their customer relationships.
Here’s what he has to say about why bot traffic matters, how AI changes top-of-funnel work, what to watch in your KPIs, and how to keep quality high.
More of a press-play person? Listen now
The biggest rookie mistake you can make in the AI game isn’t a bad prompt or overused tool. It’s total inaction.
If you wait for the “perfect” AI strategy, faster competitors will test, learn, and move ahead. We’ve seen this movie before with the internet, search, and social media. It’s happening again with AI (only faster).
That doesn’t mean you need a massive AI program on day one. It does mean you need a clear starting point and intention. A simple way to frame it:
What doesn’t work? Dropping random “shiny” tools into the stack and hoping for magic. AI should extend priorities you already care about—revenue, retention, customer experience—not create disconnected vanity projects that no one owns.