Liza Adams of GrowthPath Partners joins the podcast to talk about applied AI—moving beyond tactical uses and applying AI to improve efficiency, derive data-driven strategic insights, and personalize customer experiences. Liza shares the differences between generative AI and applied AI, what she teaches at her applied AI workshops, and how applied AI can help enhance go-to-market and strategic marketing initiatives. Liza Adams is an applied AI advisor and fractional CMO, working with B2B businesses. She has a proven track record and has held senior marketing executive roles at industry leaders like Smartsheet, Juniper Networks, Pure Storage, Brocade, Level 3, and Encompass Technologies. She accelerates responsible AI adoption by inspiring teams through real-life AI use cases, developing AI strategies, and planning AI operations as they evolve from exploration to integration. Liza focuses on helping marketing teams deliver strategic value and drive sustainable profitability. A prolific writer and public speaker, she is a recognized AI thought leader. Liza Adams on LinkedIn: https://www.linkedin.com/in/lizaadams/ If you have any questions about brands and marketing, connect with the host of this channel, Itir Eraslan, on LinkedIn: https://www.linkedin.com/in/itireraslan/