Sharon Argov — Chief Marketing Officer, AI21 Labs
Published:
When you think about enterprise, they want something very solid, responsible, controllable, predictable, maybe even boring. So we created a brand campaign that took the most boring tasks and turned them into the most boring agents; one tagline was 'dull in chat, never invent facts.'
What does Sharon Argov say on The Agile Brand with Greg Kihlström?
Sharon Argov, Chief Marketing Officer, AI21 Labs, says: Sharon Argov, CMO at AI21 Labs, discusses how enterprise AI strategy should prioritize reliability, control, and measurable business value over hype. She argues for honest communication about AI limitations, building guardrails and 'boring' predictable agents that drive scale, better decisions, and risk avoidance, and positions marketers as educators who must adopt an agile mindset to guide adoption responsibly.
From: The Agile Brand with Greg Kihlström
Cite as: Sharon Argov. (2026). On The Agile Brand with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/sharon-argov-when-you-think-about-enterprise-they-want-something-very-so