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.

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