AI is moving fast—and marketing teams are eager to keep up. From speeding up content creation to automating customer segmentation, AI tools promise major efficiency gains. But with that promise comes risk: data privacy concerns, ethical gray areas, and compliance pitfalls that too often get overlooked in the rush to innovate.
Earlier this spring, I worked with a group of tech leaders in a strategic planning workshop where we explored how marketing and tech teams can collaborate to adopt AI tools responsibly—balancing innovation with real-world accountability. The content shared during that session offers a practical framework for doing just that.
Generative AI tools like ChatGPT and Canva’s Magic Write are rapidly becoming staples in marketing workflows. But even as adoption grows, many teams are still using these tools without clear policies in place. Recent research shows that only 47% of marketers say they fully understand how AI fits into their overall strategy. That means more than half may be deploying AI without knowing whether the tools are secure, compliant, or even effective.
And the risks? They’re both obvious and subtle. On one hand, you have the threat of leaking sensitive customer data into public models. On the other, there’s the issue of algorithmic bias, unintentional misinformation, or simply automating flawed processes. Without clear usage guidelines and oversight, AI can easily go from asset to liability.
Most marketers aren’t trying to build complex machine learning pipelines. They’re just looking for smart ways to get more done—faster. Common use cases include generating content, creating basic visual assets, or analyzing customer behavior to surface insights.
The problem isn’t interest. It’s a lack of enablement. Too many teams are left unsure which tools are allowed, how to use them safely, or whether they’re crossing any ethical or legal boundaries. This is where IT leaders can step in with real value—by providing clarity, guardrails, and practical enablement.
We outlined a four-part strategy for enabling safe and confident AI adoption within marketing teams:
The goal here isn’t to bog down innovation—it’s to create the foundation marketers need to move faster, without putting the business at risk.
If your organization doesn’t already have a list of vetted AI tools, start there. A simple shared document can go a long way in aligning teams and avoiding shadow IT. Even better, pair each tool with an example use case, a designated point of contact, and any relevant notes on risks or limitations.
When marketing and technology teams co-own initiatives like this, it becomes easier to embed governance into innovation. Adoption accelerates—safely and sustainably.
And it’s not just marketing that needs direction. All departments—from HR to customer support—can benefit from clear AI usage guidelines. Without them, there’s a real risk of unintentionally exposing sensitive customer data, especially in heavily regulated industries. That’s why developing an intentional, cross-functional AI strategy is so important.
Surgo Advisors can help. If you're unsure where to begin or need help crafting your AI governance playbook, contact us to learn more about how we support organizations in building safe, scalable, and effective AI strategies.
Want a clear roadmap for helping your marketing team embrace AI without putting your business at risk?
Download the full presentation deck for actionable strategies, vetted tool recommendations, and simple frameworks for building AI readiness into your organization—without slowing down your ability to innovate.