When ChatGPT launched, many professionals felt like it was the dawn of AI. But for Mike Kaput, Chief Content Officer at the Marketing AI Institute, it was just the next chapter in a story he’s been following for over a decade.
Mike has been studying artificial intelligence long before it became a buzzword. Along with Paul Roetzer, he co-authored the book Marketing Artificial Intelligence: AI, Marketing, and the Future of Business and helps lead the MAICON (Marketing and Artificial Intelligence Conference) each year.
In this episode of Endless Customers, I sat down with Mike to unpack the current state of AI, what’s hype versus reality, and the practical steps every business leader should be taking right now.
We cover:
If you’re asking, “How do I figure out which AI tools will actually help my business without wasting time and money?” you’re not alone. The key is to start small, test deliberately, and learn from experts who’ve been tracking this space for years.
Reach out to our team at IMPACT, we’ll help you cut through the noise, identify the tools that matter most for your industry, and build a practical adoption plan your team can trust.
Mike Kaput is the Chief Content Officer at Marketing AI Institute, co-author of Marketing Artificial Intelligence: AI, Marketing, and the Future of Business, and co-host of the Artificial Intelligence Show podcast.
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Learn about The Marketing Artificial Intelligence Institute
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How is AI changing marketing today?
AI is reshaping everything from SEO to personalization. It can generate content, analyze buyer behavior, and automate routine tasks—but it still needs human oversight to stay authentic and effective.
What is MAICON, and who should attend?
MAICON (Marketing and Artificial Intelligence Conference) is an annual event for marketers, business leaders, and technologists. It’s designed for anyone who wants to understand and apply AI in marketing and sales.
What are some AI tools most businesses overlook?
ChatGPT may get the spotlight, but tools for voice synthesis, predictive analytics, and workflow automation are driving major results for early adopters. These can often create efficiency gains faster than content tools alone.
What’s the first step for a business leader new to AI?
Look for repetitive, time-consuming tasks in your marketing and sales processes. Then pilot AI tools that can simplify those areas and build confidence step by step.