Is artificial intelligence an existential threat, an overhyped promise, or a fundamental shift marketers need to understand now?

Search Engine Journal Editor-in-Chief Katie Morton speaks with VIP Contributor Greg Jarboe about the extremes shaping the AI conversation.

Katie and Greg discuss why doomsday warnings can be useful, but only when they lead to practical safeguards. They also discuss the misleading promise that AI will effortlessly deliver a technological utopia.

Greg explains why marketers must move beyond basic fact-checking to "ground-truth" AI output, challenge its underlying assumptions, collaborate across departmental silos, and prepare for a shift he believes is much bigger than the arrival of another marketing tool.

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