As AI reshapes marketing, teams angling for a competitive edge must learn to use these new tools not just quickly, but effectively. Instead of counting logins or prompts, leaders need to recognize and cultivate the small minority of employees whose behaviors with AI actually drive impact. New research shows that while most employees now use AI, only a tiny fraction qualify as truly sophisticated users — and their habits can be learned. Researchers at KPMG and the University of Texas’ business school recently analyzed 1.4 million real workplace interactions with AI that took place over several months at the advisory, tax and audit firm. They found that, although 90% of the 2,500 employees studied use AI, only 5% fit the researchers’ definition of “highly sophisticated.” These sophisticated users demonstrated their capabilities through behaviors that can be taught and advocated: - **Just do it.** The most successful users have longer, more interactive sessions with more back‑and‑forth.…