The AI Problem Isn't the Tech — It's the Adoption

Simon Hodgkins has spent a career running global marketing — Sage, CMO Club president, and now Chief Marketing Officer at Vistatec, the Dublin firm helping iconic brands scale content and AI worldwide. He joins Maryrose to argue that the real AI bottleneck isn't the models. It's whether a company is ready to use them.

Simon makes the case for gap analysis before tooling: before you buy, pilot or deploy, you need to know how you actually work today — what content exists, which workflows are documented, how the Frankfurt office differs from New York, and what ISO 42001 would expect you to prove. He explains why bolting AI onto broken processes wastes money, why regulated industries still need human experts in the loop, and what an "intelligent workflow" actually looks like.

On the hype cycle, Simon is blunt: stop headline-reading. Figure out what you're doing first. Or as Rory Sutherland puts it — no robots are buying new cars.

A conversation for any leader whose pilots keep going nowhere.

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