It’s nice to throw a ball into someone’s court and have them catch it. Literally or otherwise, it feels good to hand the duty to someone else knowing they’ve definitely “got this”.

This logic does not apply to working with AI. It’s not a ball you can hand off; it’s an 800-page instruction manual. It needs to be read in shifts by different team members, probably over many months.

To get the results creative and marketing leaders are hoping for out of AI, they need to do more than leave the ball in their team’s court. They need change management.