35 Kellogg Insight Featured Faculty Mohan Sawhney , McCormick Foundation Chair of Technology and a clinical professor of marketing at Kellogg Learn more from Mohan Sawhney in our Executive Education programs . creativity and intuition and running Super Bowl ads, you will be dead sooner than you think.” But to marketing leaders feeling trepida - tion about how best to deploy technology, Sawhney advises that there is no single best place to focus your efforts. Instead, it is better to improve the customer expe - rience at the places where you have the biggest problems, gradually working towards a more comprehensive end-to- end view. It is important to think big, but to start small and to scale fast. “Machine learn - ing and artificial intelligence should be applied not to do one gigantic thing,” he says, “but to do hundreds of little things that add up to significant business value.” Machine learning and artificial intelligence should be applied not to do one gigantic thing, but to do hundreds of little things that add up to significant business value. MOHAN SAWHNEY Based on insights from Mohan Sawhney