Change this NOW or you'll regret it in 3 years

Summary

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Podcast Summary: "Change this NOW or you’ll regret it in 3 years"

Podcast: Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast
Host: Jordan Cooney
Guest: Steve Wonker, Managing Director at New Markets Advisors
Date: March 7, 2026

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Episode Overview

This episode spotlights the crucial business implications of AI adoption in the context of SEO and content marketing. Host Jordan Cooney and guest Steve Wonker discuss why companies that limit AI to an IT concern will soon fall behind, stressing that integrating AI is a transformative business process change, not just a technical upgrade. They provide actionable insights on aligning AI initiatives with broader business strategy, involving cross-functional teams, and considering AI’s impact on value propositions and market positioning.

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Key Discussion Points & Insights

1. AI Adoption: Beyond the IT Department

• Steve’s Warning:
  • Companies will regret treating AI as a siloed IT project rather than an organization-wide, strategic initiative.
  • Traditional IT rollouts and AI deployment are fundamentally different in required thinking, integration, and impact.
• Quote:
  • “They will regret treating AI as something that the IT department needs to roll out. This is fundamentally different than a lot of IT tools that have been rolled out previously. It is not just an IT change, it's a business process change.” (Steve Wonker, 00:54)

2. AI as a Catalyst for Organizational Transformation

• Expanding the Table:
  • AI investments demand inclusion of functions like HR, not just IT or technical teams.
  • Successful AI adoption affects workflows, the structure of operations, and even the core identity of the business.
• Quote:
  • “Oftentimes you're not just investing in it, you're investing in capabilities; you're investing in a transition of the way people work. So they need to get HR at the table, for instance, and oftentimes it's not.” (Steve Wonker, 02:51)

3. AI’s Impact on Strategy, Value Proposition, and Go-to-Market Channels

• Strategic Questions:
  • Companies need to rethink who they are in the marketplace, as AI has the power to redefine value propositions and fundamentally alter channels to market.
• Quote:
  • “They need to really be thinking about the big picture, and not, just by the way, in terms of how they operate. But who are they in the marketplace? AI can transform what your value proposition is. It can transform your channels, how you go to market.” (Steve Wonker, 03:05)

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Notable Quotes & Memorable Moments

• On the nature of AI adoption:

  • “It is not just an IT change, it's a business process change.” (Steve Wonker, 00:59)

• On organizational readiness:

  • “You're investing in a transition of the way people work… they need to get HR at the table, for instance, and oftentimes it’s not.” (Steve Wonker, 02:53)

• On future regret:

  • “Many companies have not yet been taking those steps, and they really need to.” (Steve Wonker, 03:21)

• Host’s closing reminder:

  • “Remember, the answers are always in the data.” (Jordan Cooney, 03:28)

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Important Segment Timestamps

• 00:54: Steve Wonker explains the risk of limiting AI to IT initiatives.
• 02:51: Discussion deepens on organizational implications, importance of HR, and strategic alignment.
• 03:05: Exploration of AI’s broader impact—transforming value propositions and go-to-market approaches.
• 03:28: Host closes with a reminder about data-driven decision making.

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Summary Takeaways

• Treating AI innovation as solely an IT concern will lead to regret and stagnation; true success requires broad, strategic, and cross-departmental integration.
• AI implementation is a business transformation—demanding shifts in capabilities, processes, and possibly the very identity of a company.
• Companies that fail to reconsider their value propositions and market channels in light of AI risk being left behind.
• Cross-functional collaboration and a “big picture” approach are essential for harnessing AI’s power in SEO and content marketing.

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Transcript

[Jordan Cooney]

The Voices of Search Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast, I Hear Everything delivers podcast production, growth and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit iheareverything.com welcome to the Voices of Search Podcast. A member of the I Hear Everything Podcast Network, ready to expedite your company's organic growth efforts. Sit back, relax and get ready for your daily dose of search engine optimization wisdom. Here's today's host of the Voices of Search Podcast, Jordan Cooney.

I'm Jordan Cooney and joining me today is Steve Wonker, Managing Director at New Markets Advisors. In three years, what will companies regret not changing sooner?

[Steve Wonker]

Oh, that's a good one. I think they will regret treating AI as something that the IT department needs to roll out. This is fundamentally different than a lot of IT tools that have been rolled out previously. It's a very different cycle of development and usage and evaluation and upgrading throughout the organization. It is not just an IT change, it's a business process change.

[Pre Visible Sponsor]

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[Steve Wonker]

And oftentimes you're not just investing in it, you're investing in capabilities you're investing in a transition of the way people work. So they need to get HR at the table, for instance, and oftentimes it's not. They need to really be thinking about the big picture, and not, just by the way, in terms of how they operate. But who are they in the marketplace? AI can transform what your value proposition is. It can transform your channels, how you go to market. Many companies have not yet been taking those steps, and they really need to

[Jordan Cooney]

okay, that's all for today. But until next time, remember, the answers are always in the data.

[Sam]

Sam.