Source: Search Engine Journal
Rather than throwing incremental budget at generic "AI tools," sophisticated marketers are carving out dedicated line items for specific problems: AI visibility (understanding where models actually add value), trust verification (proving claims to skeptical audiences), distribution engineering (controlling where content lands), human oversight (maintaining brand voice and safety), and measurement rebuild (fixing attribution models broken by AI). This reframing matters because it forces teams to stop treating AI as a cost center to automate headcount and start treating it as infrastructure that requires new operational expertise. Organizations that build these capabilities early will have an advantage over competitors still debating whether to hire an "AI person."