Don't ask AI for directions.
Tell it the destination.
AI bought out of FOMO does not work.
How a brand's CEO should approach AI.
What FOMO bought
Everyone is adopting AI. Out of fear of falling behind, because the competitor did. Yet according to MIT research, 95% of corporate AI pilots produced no real financial return. A tool bought out of FOMO stays a tool. The problem is not AI — it is the reason AI was bought.
The question was wrong
"How do I get work done with AI?" is not the question. The question is "What do I actually want?" If the goal is to get from Seoul to New York, AI will handle how you get there — the flight, the route, the timing. But to a company with no destination, a navigation system is useless. AI is a genius of method, not the owner of direction.
The CEO goes first
So the order is settled. Before staff training, before systems: the CEO becomes AI-native first. "CEOs now have to learn AI and do the work themselves" — exactly what the author Song Gil-young said last week. A CEO who delegated it to a manager and a CEO who used it personally ask different questions. And a company only gets as smart as its CEO's questions.
PR is no different
Before bolting AI onto PR, ask this: where is our brand going? What sentence do we want to be remembered by? People set the direction; AI finds the method. Think Deep is the human job; Act Bold is the job we do with AI.
AI is a genius of method. But the destination is the CEO's job. Only a brand that knows where it is going can make AI's speed its own.
- GEO (Generative Engine Optimization) — the methodology of structuring content so generative AI cites your brand in its answers.
- Korean Brands and AI Crawlers: a 2026 field study — ProudComm measured the robots.txt of 50 major Korean brands. Of the 32 readable files, only 8 named AI crawlers explicitly.
- Intelligence PR — a way of doing PR that combines AI's real-time analysis with the strategic judgment of HI (human intelligence).