Your Brand May Be Fluent in AI - But That Doesn’t Mean it’s Literate

By now, most brands are using AI in some capacity. But few understand how and why these systems make decisions - which means they’re not actually leveraging AI. Joya Scarlata and Mara Dettmann, hosts of The Marketer’s Guide to the AI Galaxy, unpack the gap between AI adoption and real AI literacy in a session which challenges how brand leaders think about measuring AI success and what “capability” really means in the age of agentic systems. They ultimately introduce a more grounded framework for working with AI - because when everyone has access to the same tools, the real competitive edge comes from understanding what those tools are actually doing, and knowing how to steer them.