The marketing world is captivated by AI. We’re implementing tools for content creation, predictive analytics, and automation on a massive scale. But despite millions in investments, the fundamental impact often fails to materialize. According to Reinoud Wolff (CCO) and Jasper Verbunt (CEO) of Redkiwi, the cause lies not with the technology, but with the lack of an AI culture. “The difference in the market will soon be made not by who has AI, but by who can best work with it.”
Today’s reality is that many organizations get stuck in what Redkiwi calls the “AI Culture Gap.” Teams do experiment with tools, but these initiatives remain limited to local efficiency within silos. Data is fragmented, leadership lacks a clear vision, and employees do not use the technology systematically. “True transformation only happens when people, processes, and data come together in an AI culture,” says Reinoud.
From “Digital First” to “AI-Driven”
According to Jasper Verbunt, we have entered the next phase of digital transformation: the shift from “Digital First” to “AI-Driven.” “In the old world, technology was a tool on the sidelines of the organization. Today, intelligence is becoming part of the thinking process itself. Successful companies aren’t the ones with the most tools, but the ones that learn to work together with that intelligence.”
Reinoud adds: “AI accelerates the reality in which we live. Markets are moving faster, competition is intensifying, and customers expect immediate results. If you only use standalone tools, you’re missing the point. AI should be your thinking partner. It recognizes and predicts patterns, aligns processes, optimizes, and automates—but we, as humans, are the ones who give it meaning.”
Human vs. Machine: Meaning Remains Important!
The danger of the current AI hype is that we lose sight of the human factor. “We believe, on the contrary, that technology and humanity should reinforce each other. AI excels at recognizing patterns and predicting behavior, but people understand context and determine meaning,” says Wolff. “That’s how you create an organization that not only responds more quickly to the market but also proactively drives growth.”
The question isn’t whether AI will change your work, but how deeply that change is rooted. “We need to move away from reactively optimizing old processes,” says Jasper. “It’s time to build organizations that are AI-driven: organizations where AI is part of how people think, learn, and grow.”
The future of marketing isn’t just digital. The future is AI-driven—but it’s also culture-driven.
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