Ever noticed how marketing teams talk about AI these days? You’ll often hear “We’re all experimenting with AI” in team meetings. But according to Thomas Klein’s insight in a Mediaforte whitepaper titled “The vision of 25 digital marketers for 2025“, this common approach might be holding us back from real innovation.

Here’s what usually happens: each team member experiments with AI tools on their own, trying out different solutions as they go. Makes sense on the surface, right? But when everyone’s doing their own thing, we miss out on so many opportunities to learn from each other.

Think about it – Sarah in content marketing might discover an amazing AI writing technique that would be perfect for Alex in social media, but they never get a chance to share those insights.

That’s where Klein’s suggestion comes in – appointing a dedicated AI tester on your team. It’s such a simple idea, but it can transform how your team approaches AI innovation.

Instead of scattered experiments, you have one person systematically exploring new tools and possibilities, then sharing those discoveries with everyone else.

The magic happens when this person gives regular presentations about what they’re learning. Suddenly, those isolated experiments become shared knowledge. The whole team can build on each discovery, brainstorm new applications, and avoid repeating the same mistakes.

It’s not about making technology the end goal – it’s about having someone focused on uncovering AI’s true potential for your marketing efforts.

Making this work doesn’t have to be complicated. Pick someone who gets excited about new tech but can also explain it to others in plain English. Give them dedicated time to explore and experiment. Set up regular team sessions where they can share what they’ve learned. Most importantly, encourage everyone to pitch in ideas about how to apply these discoveries in practical ways.

Klein’s insight is just one gem from Mediaforte’s comprehensive whitepaper, which features perspectives from 25 leading digital marketing experts on what’s coming in 2025. I was honored to contribute my own vision through five key trends and two practical tips to this resource, which packs 50 applicable tips for immediate impact into 65 pages of pure marketing gold.

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