Doug McColgin

Doug McColgin, Director of Marketing Strategy at UScellular, shares his insights on maximizing AI in marketing. He argues that AI alone won't guarantee success as competition intensifies. Instead, McColgin emphasizes using creative applications of AI to stand out and discusses his organization's experiments with foundational frameworks like Jobs-to-be-Done and the Theory of Constraints. These frameworks can guide smarter AI adoption by focusing on identifying customer needs rather than solely on product features.