Everyone's using AI. Not everyone's using it well. As generative AI tools become standard in the marketing stack, there's a growing risk that speed and convenience are quietly replacing strategy and instinct: the elements that actually make great marketing effective.

In this session, veteran CMO and marketing strategist Sharon Harris cuts through the noise to reveal what AI genuinely can't do: understand your audience's unspoken motivations, navigate cultural nuance, make judgment calls under pressure, or take accountability for the brand. Drawing on real-world client experience across enterprise and B2B, Sharon argues that the marketers winning right now aren't the ones who automate the most, but those who know exactly when not to.

Walk away with a clear framework for staying in the driver's seat — without leaving performance on the table.

After this session, you’ll be able to: 

- Know the 3 decisions AI should never make for your brand — and a simple filter for knowing where human judgment is non-negotiable.
- Audit your current AI usage for over-reliance before it results in a brand consistency problem or a missed insight.
- Apply a practical ""co-pilot framework"" for integrating AI into your workflow in a way that amplifies your strategy rather than replacing it.
- Understand the cultural and contextual signals AI consistently misreads — and how to train your team to catch them before they go live.
- Position yourself internally as an AI-literate leader without becoming the person who just runs prompts all day.