Stefano Puntoni

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One of the most interesting parts of working on AI and marketing is seeing how quickly the conversation is moving from what these systems can do to what companies should actually do with them.

I recently had the opportunity to discuss this topic with researchers and business leaders at the Wharton Business & Generative AI Conference. The range of perspectives was remarkable, from AI agent adoption and consumer trust to the effect of regulation on innovation and the changing nature of marketing work.

One theme came up repeatedly: companies need to think beyond productivity.

Of course, AI can help employees work faster, automate routine tasks, and reduce costs. But the bigger opportunity may be to use AI to improve the outcomes that matter to customers and employees. That requires a broader view of what success looks like.

For example, a platform can optimize for the amount of time people spend using a digital product. But it could also optimize for a human outcome outside the platform itself: helping people learn, make better decisions, build stronger relationships, or achieve a long term goal.

The second approach is more difficult to measure and may not produce the same short-term engagement numbers. In the long term, however, it may create more value for users and for the company.

This is also why trust is so important. Employees and customers are unlikely to give AI meaningful autonomy if they are uncertain about its reliability, intentions, or ability to act safely. The objective is not blind trust but calibrated trust: people should understand where AI is capable, where it is likely to fail, and when they remain in control.

Many thanks to all the speakers, researchers, and staff who made the conference possible. I learned a ton and enjoyed many conversations with people working across different fields.

A heartfelt thank you also to my co-chairs and to the Wharton AI & Analytics Initiative team for putting together such an interesting program.

There is still a lot to learn about how AI will change business and society. But one thing is already clear: the most important question is not simply what AI can do.

It is what we choose to do with it.

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