The AI hype on LinkedIn is one thing. The reality brands live is something very different.

A private dinner, an honest conversation

Last week Alex Karnatowski attended the AI & Innovation Dinner in Madrid, organised by Club Ecommerce. It was a private event with leading brands and providers, where people spoke openly about what is really happening with AI inside companies.

A big gap between LinkedIn and reality

The main conclusion: there is a big gap between what is debated on LinkedIn and what companies are really doing. Online, we keep discussing whether SEO is dead, whether ChatGPT is stealing our traffic or whether everything will be automated in two clicks.

Where companies really are

Many companies are in a different phase:

• Some are starting to test dashboards with AI.
• Others still cannot measure the return of the tools they use.
• Their priorities are the usual ones: changing platform, launching sales in a new country, improving the performance of a channel.
• And many provider teams still have no clear answer when a client asks them about AI.

Everyone talks about AI, few can answer

From the outside, it looks like everyone is talking about AI. But when a client raises the topic seriously, too many teams still do not know what to say.

Final thoughts

Hearing this first-hand was very revealing. What we say in posts or podcasts is noise. What counts is what brands and providers really do, or don’t do.