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AI is reshaping marketing by changing what makes customer data valuable. Darden Professor Raj Venkatesan explains why competitive advantage now depends less on collecting more data and more on using AI to transform it into customer knowledge that drives smarter decisions and stronger performance.

AI can generate more answers. Darden’s case method asks students and leaders to do something harder: weigh the evidence, engage with competing views and decide what should be done. Dean Yael Grushka-Cockayne explains why that distinction matters.