Monday.com's Luis Clark Urges Marketers to Integrate AI, Not Spread It

At The Drum Live, Luis Clark, AI transformation and adoption lead at monday.com, advised marketers to stop applying AI superficially to existing workflows. He argued that AI should be 'baked in' as a key ingredient, not spread like peanut butter. Clark suggested that marketers delegate 30% of their repetitive tasks to AI, allowing humans to focus on high-value activities such as critical thinking, collaboration, communication, and creativity. He emphasized that the human role becomes more valuable as AI becomes more powerful. Clark also proposed treating AI as a colleague, with defined roles, onboarding, performance reviews, and gradual expansion of responsibilities, while humans retain final decision-making.