Transforming Data to Actionable AI Insights: MAICON 2025 Preview

Christopher S. Penn, Co-Founder and Chief Data Scientist at Trust Insights, stands as a prominent voice in the evolving landscape of marketing analytics and artificial intelligence. A bestselling author and acclaimed speaker, Penn has significantly influenced several key areas within the industry, including the widespread adoption of Google Analytics, the shift towards data-driven marketing and public relations, the evolution of modern email marketing, the rise of marketing data science, and the strategic integration of AI and machine learning into marketing frameworks. His journey into AI began long before the advent of tools like ChatGPT, with his initial foray into classical machine learning and custom software development in 2013. This foundational work culminated in the co-founding of Trust Insights in 2017 alongside his colleague, Katie Robbert, establishing them as leading practitioners in applied marketing AI. Penn also co-hosts the award-winning Marketing Over Coffee podcast.

Penn and Robbert are set to lead a practical workshop at MAICON 2025, aimed at empowering marketers to translate raw data measurements into actionable results using AI. A core tenet of their approach is a stark warning: generative AI tools should never be tasked with performing complex mathematical calculations. Instead, Penn advocates for feeding AI tools pre-computed, finalized mathematical results. This doesn’t imply manual number-crunching; rather, it involves leveraging the vast array of free, high-quality performance libraries, such as Google’s CoLab, which can seamlessly integrate into workflows to handle the heavy computational lifting. Once these analytical components are in place, generative AI excels at transforming processed data into focused reports and detailed dashboards, meticulously tailored for specific stakeholders. This method is designed to combat the pervasive “data paralysis” that often hinders marketing teams. Their workshop will provide live demonstrations and practical prompts, guiding participants through the precise steps to build such a streamlined process.

Penn emphasizes the astonishing pace of AI evolution, noting that these technologies are not only advancing exponentially but are also being adopted far more rapidly than anticipated. Citing ChatGPT as a prime example, he highlights its progression over just two years, from occasionally producing correct answers to consistently outperforming human PhDs across a diverse range of fields. He further asserts that AI’s capabilities are effectively doubling approximately every six months. As Penn explains, “Every six months, it’s twice as capable. So, if AI can’t do a task today, it might be able to in just six months.” This rapid advancement suggests that the broader implications of AI on industries and society are still largely uncharted. For marketing professionals, the message is unequivocal: maintaining relevance in the field necessitates keeping pace with AI’s relentless progression.

This accelerated evolution of AI also brings a significant shift in the professional landscape. Penn observes that while the conventional wisdom once held that AI would not displace human jobs, current AI capabilities are beginning to erode entry-level work. This underscores a compelling imperative for professionals to actively upskill, ensuring they can meet and exceed evolving job expectations. A thorough understanding of how AI tools can be integrated into one’s role is becoming crucial for staying competitive. Penn’s advice is clear: individuals must “invest heavily in yourself and your training if you want to remain relevant,” pointing to conferences like MAICON as vital opportunities for such professional development. In essence, the future of work, particularly in marketing, demands proactive engagement with AI’s transformative power.