DEEP DIVE

How to Build an AI Council That Drives Change

As artificial intelligence transforms business, marketing leaders face a unique opportunity: spearheading AI adoption within their organizations. Creating an AI Council isn't just another governance initiative - it's a chance to drive innovation while positioning yourself as a strategic leader. This guide will show you how to build an effective council that creates lasting impact.

Why an AI Council Matters Now

With AI evolving at a rapid pace and use cases multiplying daily, many organizations find themselves stuck in analysis paralysis. This is where an AI Council becomes invaluable, providing the structure and momentum needed to move forward confidently. Think of it as your organization's compass in the AI landscape - a cross-functional team that guides strategy, drives adoption, and ensures responsible implementation.

Remember, AI transformation isn't just about technology – according to BCG, it's 70% about people and processes.

Call It What You Will – But Be Smart on the Purpose and Scope

Identify business needs, opportunities or gaps not being addressed by the various teams and departments adopting (or willing to adopt) AI. Common issues include a lack of clear AI policy, strategy, and formal training. Conducting an initial evaluation of your organization's current state will help clarify the purpose and scope of the working group, which can vary in size and impact.

Whether you call it a Center of Excellence (CoE), committee, council, or task force, the terminology matters less than the purpose and scope. The key is to align the structure with your organization's culture and needs:

• A CoE operates continuously, maintaining standards, expertise, and training across various business units.

• A committee can be permanent or temporary (ad hoc) and typically handles formal governance and specific focus areas.

• A council serves as an advisory body providing strategic insights without direct operational responsibilities.

• A task force is a temporary group tackling immediate, specific issues or projects.

The beauty of this approach is that you can start small and evolve the structure as your initiative grows.

Note: For educational purposes, I will continue to use the AI Council nomenclature in this article.

Pro tip: Depending on where you are in your journey, you may want to kick off a comprehensive AI readiness assessment (e.g., surveys, 1:1s, and workshops), or make this your first project in the AI Council. Check the free resources available here.

Building Your Dream Team

Assembling your AI Council requires strategic thinking and careful curation. Start with a core group of forward-thinking leaders and AI enthusiasts who bring diverse perspectives to the table. While keeping the initial team small, ensure representation from key functions: IT for technical guidance, Legal for compliance oversight, Sales for revenue opportunities, and Operations for efficiency gains.

The power of your council lies in this cross-functional expertise. Each member brings unique insights that shape a comprehensive approach to AI implementation – from identifying use cases to managing risks and measuring success.

While executive sponsorship isn't mandatory at first, securing it early can accelerate your impact. The better you demonstrate how the AI Council supports business priorities, the higher your chances of getting leadership support.

Power move: Even if you're not in a formal leadership role, you can initiate this movement. Make sure you align priorities and time commitments with your manager, but also how to navigate potential political challenges. Begin by gathering AI enthusiasts across departments for regular discussions about best practices and shared learnings. As common themes emerge and individuals step up, you can invite them to create an AI Council.

From Vision to Reality: The AI Charter

Your first major task? Developing an AI Charter that sets the foundation for everything that follows. This isn't just another document to file away - it's your manifesto for change. A strong charter should articulate:

• A clear purpose beyond just "adopting AI"

• Specific, measurable objectives tied to business priorities

• Guidelines for responsible AI use (you may find this free resource relevant)

• Regular review cycles to stay current

The key is making it ambitious enough to inspire but practical enough to execute.

Leadership note: The charter will give you direction, but it won’t be set in stone. It's critical to review it often, not only to make potential updates but also to remind you and the team of the original agreements.

Building Your AI Movement

Now that your charter is established, focus on creating a movement that energizes your organization. Start by prioritizing initiatives that balance impact with achievability - where you can solve real business challenges quickly and visibly.

Early wins are crucial. Choose projects that demonstrate clear value within months, creating natural champions who can speak firsthand about AI's impact. Keep momentum by making success visible through regular touchpoints like lunch sessions, newsletters, or recognition programs where teams can showcase their work and inspire others (this is my favorite part in my experience building Centers of Excellence in big tech).

The real magic happens when you create an environment that celebrates learning and success. By making AI approachable and its wins visible, your council evolves beyond governance into a catalyst, igniting innovation and inspiring others to join the transformation.

Strategic move: Success breeds success. Create a simple framework for teams to share their AI wins - whether it's a monthly spotlight in your newsletter, a Slack channel, or a recurring slot in team meetings. The easier you make it to celebrate progress, the more teams will be inspired to explore AI's potential.

Avoiding Common Pitfalls

New AI councils often find themselves stuck despite good intentions. Here are the five most common pitfalls and how to avoid them:

• Lack of executive sponsorship: Without senior leadership support, councils struggle to drive change. Secure at least one senior champion who can advocate for your initiatives, remove roadblocks, and provide strategic alignment and resources.

• Taking on too much: When everything becomes an "AI initiative," the council becomes a bottleneck. Focus on high-impact, well-defined projects and create clear criteria for what falls under the council's purview.

• Excessive control: Overly restrictive rules often backfire. Instead of prohibiting AI use, create clear guidelines that enable safe adoption while managing risks. Knowledge workers will use AI tools - better to guide them than block them.

• Forcing one-size-fits-all policies: Different departments have different needs. Focus on creating flexible base guardrails while allowing teams to adapt policies for their specific contexts.

• Poor communication strategy: Without targeted communication, impact remains invisible. Develop messaging that addresses each stakeholder level: leadership needs ROI metrics, managers need implementation guidance, and teams need clear use cases and best practices.

Leading The Change

Leading an AI Council positions you at the intersection of career growth and organizational transformation. Beyond developing technical expertise, you'll forge cross-departmental relationships and drive meaningful change. Whether starting with a formal council or gathering enthusiasts for initial discussions, your organization's AI future awaits its champion. The first step is yours to take.