Artificial intelligence has moved beyond hype. For large enterprises, the question is no longer whether to explore AI, but how to deploy it responsibly, at scale, and with measurable impact.
That theme was front and center at the recent MarTech Summit in Dubai, where industry leaders gathered to share practical lessons on AI adoption. Among the voices was Priscila Bossi, Vice President of IT at Philip Morris International (PMI), who offered a candid look at what “AI readiness” means in practice.
From IT Tool to Enterprise Enabler
“AI is no longer confined to IT. It’s a strategic enabler across every function, from marketing and operations to legal and compliance,” Bossi said. To support that shift, she explained, her company has created an internal ecosystem that includes AI hubs, a steering committee to review projects, and a governance framework to ensure initiatives meet legal and ethical standards across markets.
During the company’s internal “AI Week,” business leaders from different functions showcased how AI has already been applied in areas such as compliance and reporting, helping reduce time-intensive processes while maintaining oversight. Projects that fail to meet requirements, Bossi emphasized, are either redesigned or halted.
Building Literacy and Responsibility
Another focus, she noted, is workforce readiness. Through gamified learning, interactive sessions, and a dedicated “AI Ready” program, employees are trained to use AI responsibly in their day-to-day work—regardless of technical background. “AI is not the future. It’s the present reshaping the future. Be curious, be bold, be responsible and make sure you and your organization are AI Ready,” Bossi told attendees.
With adoption comes risk, and governance is central to addressing it. Bias, hallucinations, and ethical implications are openly discussed, and teams are encouraged to apply critical thinking when evaluating AI outputs.
Culture Matters as Much as Technology
The broader takeaway from the session was clear: genuine AI readiness is as much about culture as it is about technology. Companies that invest in governance, literacy, and employee engagement are more likely to turn buzzwords into real transformation.
Or as Bossi put it: “Pilot fast, learn fast. The biggest risk is waiting for perfection.”
The Bottom Line
AI is no longer a far-off prospect. It is already reshaping business operations, and the enterprises that succeed will be those willing to apply it at scale—responsibly, and with clear purpose.
