Alex Schultz, Meta’s Chief Marketing Officer and VP of Analytics, advises marketers to stay focused on achieving real results even as the adoption of AI technology experiences inevitable ups and downs. Schultz acknowledges the excitement surrounding AI but cautions against getting carried away by the hype. He emphasizes the importance of understanding the practical applications of AI and how it can drive tangible business outcomes. Schultz encourages marketers to embrace AI as a tool to enhance their strategies, but not to lose sight of their core objectives and the need to deliver measurable results. He suggests that marketers should approach AI adoption with a level-headed and pragmatic mindset, leveraging its capabilities while remaining grounded in proven marketing principles and data-driven decision-making.