Thinking With Mitch Joel SPOS #997 – Adam Brotman On Being AI First
Aug 17, 2025
Adam Brotman, co-founder of Forum3 and former Chief Digital Officer at Starbucks, dives into the age of AI, discussing how brands must redefine themselves beyond just adopting tools. He explores the impending shifts in marketing, emphasizing that AI will handle much of current agency work. Brotman highlights the importance of integrating AI at the core of business strategies while balancing human connections. With insights on customer loyalty and personalization, he paves the way for navigating a future where companies remain human-focused in an AI-driven world.
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Building The Starbucks Digital Platform
- Adam Brotman recounts leading the Starbucks app, loyalty and mobile-ordering program that reshaped customer behavior.
- He says the work changed how customers consume Starbucks and shaped his view of digital experiences.
A Community Approach To Writing The Book
- Brotman describes writing AI First as a community‑based serialized book with hundreds of paying participants.
- They interviewed top AI leaders to learn where the technology is headed and what it means for brands.
Treat AI As A Team Member
- AI First means redesigning businesses so AI is part of the team rather than just another tool.
- This reframing shifts strategy from convenience-driven tech to AI-enabled collaborators inside organizations.
