EPISODE · Dec 5, 2024 · 1H 1M
Marinela Profi: Harnessing Generative AI for Competitive Advantage
from Scouting for Growth · host Sabine VdL
On this episode of the Scouting For Growth podcast, Sabine VdL talks to Marinela Profi, a leading expert in AI and the Global AI and Generative AI Marketing Strategy Lead at SAS. Marinela has a wealth of experience at the intersection of data science, artificial intelligence, and strategic marketing. At SAS, she has been instrumental in crafting global marketing strategies for cutting-edge AI solutions, helping organizations worldwide leverage AI to drive innovation, enhance productivity, and achieve operational efficiencies. Today, Marinela will share insights from the recent SAS Generative AI Global Research Report, and we will both delve into how organizations are approaching generative AI, the benefits they're seeing, and the challenges they're facing in areas like governance, compliance, and skill gaps. KEY TAKEAWAYS The SAS Generative AI Global Research Report interviewed 1600 organisations from 16 different countries from all continents so the data would be as diverse and include as many voices as possible. The results found that the top 2 players are China and the US. China leads the world with usage (83% said they have adopted the technology and are experimenting with it) while the US leads in implementation and maturity. Generative AI truly allows organisations to enhance operational efficiency while improving employees’ experience through more personalise, streamlined, accessible resources. Ultimately what generative AI is doing, at a high level, is creating a more agile, responsive and engaging workplace for employees. However, there are things we need to think about. Generative AI is not delivering the same value to all employees, from business users to business analysts, data scientists, IT people, marketers. They each see different kinds of benefits, but at the same time they need to be aware that there are different kinds if risks and they are asking themselves different kinds of questions. Having governance in place is one of the top challenges between winning and failing with generative AI. When you don’t have governance frameworks in place (and the report shows that the majority of organisations are not thinking about this), there are a lot of risks that you could incur. Ethical risks, compliance and legal issues, intellectual property risks, and security vulnerabilities. BEST MOMENTS ‘Higher adoption and implementation doesn’t necessarily equate to effective implementation and effective returns.’ ‘Banking is one of the top markets for generative AI implementation even though you may think it would face the most challenges because of being a highly regulated industry.’ ‘AI’s answers may sound convincing, but how do users ensure accuracy? By prompting more effectively.’ ‘Generative AI is being used worldwide in either sharing information that is right or creating positive engagement, or misinformation. Governance allows to make sure that we are not incurring any ethical concerns.’ ABOUT THE GUEST Marinela Profi helps organizations move from AI hype to trusted impact. As Global Market Strategy Lead for AI, GenAI, and Agentic AI at SAS, she works with enterprises in financial services, healthcare, and government to build AI systems that don’t just act fast—but act responsibly. With an MBA and a Master’s in Statistics and AI, Marinela bridges two worlds: translating complex data science into clear business strategy. Her work focuses on how agentic AI—intelligent systems that perceive, reason, and act autonomously—can deliver governed, explainable decisions instead of black-box predictions. A frequent keynote speaker at international AI and analytics events, she shares insights on the evolution from generative to agentic AI and the new frontier of AI governance, trust, and human-AI collaboration. Marinela is also an Advisory Board Member for Wake Technical Community College’s Data Science Program, helping shape future-ready curricula that connect classroom learning with real-world AI innovation. ABOUT THE HOST Sabine VanderLinden is a corporate strategist turned entrepreneur and the CEO of Alchemy Crew Ventures. She leads venture-client labs that help Fortune 500 companies adopt and scale cutting-edge technologies from global tech ventures. A builder of accelerators, investor, and co-editor of the bestseller The INSURTECH Book, Sabine is known for asking the uncomfortable questions—about AI governance, risk, and trust. On Scouting for Growth, she decodes how real growth happens—where capital, collaboration, and courage meet. If this episode sparked your thinking, follow Sabine VanderLinden on LinkedIn, Twitter, and Instagram for more insights. And if you’re interested in sponsoring the podcast, reach out to the team at [email protected]
What this episode covers
On this episode of the Scouting For Growth podcast, Sabine VdL talks to Marinela Profi, a leading authority on AI and the Global AI & Generative AI Marketing Strategy Lead at SAS. Marinela sits at the intersection of data science, AI, and business strategy, helping global organizations move beyond AI hype toward real, governed impact. In this episode, she shares key insights from the SAS Generative AI Global Research Report and unpacks what’s actually happening inside organizations adopting GenAI—what’s working, what’s stalling, and where leaders are getting it wrong. What the data really says The SAS report surveyed 1,600 organizations across 16 countries, ensuring a truly global perspective. One headline finding: China leads in adoption (83% actively using or experimenting with GenAI) The U.S. leads in maturity and implementation, focusing more on operational integration and value creation High adoption, however, does not automatically translate into strong returns. Productivity gains—unevenly distributed Generative AI is improving efficiency and employee experience by making information more personalized, accessible, and responsive. But value creation looks very different depending on role. Business users, analysts, data scientists, IT teams, and marketers all benefit in distinct ways—and face different risks and responsibilities as a result. This uneven impact is forcing organizations to rethink how they deploy AI across functions, not just centrally. Governance is the dividing line One of the clearest insights from the research: governance separates winners from laggards. Most organizations are still underprepared. Without proper frameworks, companies expose themselves to: ethical and bias risks regulatory and compliance failures IP leakage security vulnerabilities reputational damage GenAI can produce highly convincing outputs—but accuracy, accountability, and trust don’t come for free. Regulated industries aren’t waiting Contrary to popular belief, banking is one of the most advanced sectors in GenAI implementation, despite heavy regulation. The reason? Clear governance, defined use cases, and disciplined prompting practices. As Marinela notes, effective prompting isn’t just a skill—it’s a control mechanism. From GenAI to agentic AI Marinela also points to the next frontier: agentic AI—systems that don’t just generate content, but perceive, reason, and act autonomously. This raises the stakes even higher for explainability, transparency, and human oversight. Why this episode matters This conversation is a reality check for leaders racing to adopt AI. Speed without structure creates risk. Adoption without governance destroys trust. And AI maturity isn’t about how fast you move—it’s about how responsibly you scale. If you’re navigating AI strategy in financial services, healthcare, government, or any regulated environment, this episode offers a grounded, global view of what it really takes to turn generative AI into sustainable advantage.
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Marinela Profi: Harnessing Generative AI for Competitive Advantage
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