SAN JUAN, Puerto Rico – Consumers are spilling their deepest secrets and most specific needs to artificial intelligence platforms.
To some, that is creating a goldmine of raw commercial intent previously unseen in traditional search engines or social media networks.
But tapping into this highly personal data carries significant risks of breaking trust if mismanaged, so the rush to capitalize on generative chat interfaces requires a structured approach to corporate education, said Tameka Kee, head of AI enablement and strategy, U of Digital, in this video interview with Beet.TV.
Navigating consumer intimacy
Emarketer projects that U.S. spending on AI search ads will reach $2.08 billion in 2026. That forecast directly supports Kee’s assessment of the massive commercial opportunity emerging within new conversational environments, even as brands await clearer measurement guardrails.
The interactive nature of large language models presents an entirely new frontier for advertising targeted at users in a specific buying mindset, she said, adding that users voluntarily share nuanced details with platforms like ChatGPT and Claude in ways they typically avoid on other digital channels.
“It is around tapping into a different level of intent than they have ever had before,” she said. “The opportunity, particularly if someone is in a buying mindset, to capitalize on that intimacy and intent is huge.”
“At the same time, that is also the biggest obstacle because breaking that trust and misusing that intimacy could create a really big problem from a consumer standpoint,” Kee said.
Filling the knowledge gap
U of Digital focuses on closing the AI knowledge gap by providing structural frameworks for global advertising agencies.
The corporate education firm joined the 4As Partner Membership Program in September 2025 to deliver specialized training workshops focused on digital marketing.
Nearly half of advertisers planned to utilize AI for developing media strategies in 2025, eMarketer said.
Overcoming internal fear
But, to Kee’s point, external consumer trust, marketing organizations face a significant internal hurdle characterized by a distinct lack of operational fluency.
Kee said that employees often experiment with applications individually while remaining ashamed to admit their reliance on the emerging technology: “It is not an unwillingness, there is a lack of fluency and that comes from companies not really having a strong strategy around how to implement.”
“It is not in the cool, sexy agentic way yet,” Kee said. “It is actually in these very small areas like planning and strategy, the beginning of the campaign, gathering information about your audience, organizing spreadsheets, making sure that the data that you are using actually matches.”
Structuring organizational adoption
Achieving this practical efficiency may take more than just purchasing software licenses and expecting immediate productivity gains. Kee advised corporate leadership to conduct thorough internal assessments to identify which applications actually serve specific departmental needs without overwhelming staff.
“Most organizations have people who are really good and comfortable using AI and then people who are very uncomfortable and you have to thread that needle and find the right place,” Kee said.
“First it is an assessment, then it comes figuring out the right tools to use, and then comes making sure that everyone is on the same page.”
You’re watching coverage from Beet Retreat San Juan 2026, presented by Alliant and TransUnion. For more videos from this series, please visit this page.
