In our latest episode of Field Notes, we talked with Mike Yates, Senior Product Designer at the Reinvention Lab inside of Teach for America.  Mike uses this profound phrase when describing upskilling to AI. He calls it “dexterity over literacy”  Because whether you are a marketer, a business owner, or a creative professional, AI is reshaping how we solve problems, connect with audiences, and streamline workflows. The default for many organizations is this idea of AI literacy—understanding the theories, principles, and ethical considerations behind AI—before you ever use an AI product. Mike advocates for a different approach, dexterity in AI. This means rolling up your sleeves getting hands-on with AI platforms and experimenting, with the idea that you are working backward, taking an issue a customer currently has, and seeing if there is an AI solution to make their experience better.

To better understand this distinction, think of AI literacy like reading a cookbook. The cookbook teaches you the terminology, techniques, and step-by-step processes. In contrast, AI dexterity is like cooking a meal. It’s about picking up the ingredients, experimenting with flavors, and understanding through trial and error what works and what doesn’t. Both are valuable, but it’s the act of cooking—getting your hands messy in the kitchen—that hones your skills and helps you master the craft. Similarly, developing dexterity with AI tools gives you a more intuitive grasp of how they work, their capabilities, and their limitations, which can only come through direct interaction.

Many marketers, for example, start their AI journey with tools like ChatGPT or Claude, two of the most accessible and versatile AI platforms. While these tools are user-friendly and designed to simplify complex tasks, they require practice to fully understand their potential. Typing a few prompts and observing the results can teach you far more than reading documentation about what they “might” do. You learn not only how to use the tool effectively but also how to troubleshoot, refine your prompts, and adapt the technology to specific customer challenges. This means that the large language model (LLM) another way to describe the current age of AI is taking in input from you in order to better serve your customer.

Any hands-on approach is invaluable in marketing, where agility and creativity are critical – AI is no different. It allows marketers to quickly prototype solutions, tailor responses to unique customer needs, and innovate in ways that would be difficult without firsthand experience. Imagine, for instance, a scenario where you need to create a personalized email campaign. AI literacy might tell you that generative AI tools can help with copywriting, but AI dexterity enables you to experiment with tone, word choice, and audience segmentation, iterating until you get the perfect output. That kind of nimbleness comes only from playing with the tools and understanding their nuances.

Moreover, AI dexterity fosters a deeper appreciation of the technology’s limitations. When you actively use an AI tool, you quickly realize where it excels and where it falls short. This understanding can save you time and resources, as you learn to manage expectations and focus on areas where AI can truly add value. For example, tools like ChatGPT are fantastic for generating ideas, drafting content, or even brainstorming solutions, but they may require significant refinement for specific or technical outputs. Knowing this helps you set realistic goals for your projects and ensures that your team remains efficient.

Another advantage of developing AI dexterity is the speed at which you can adapt to new tools and technologies. The AI landscape is evolving at an unprecedented pace, with new platforms, features, and applications emerging almost daily. In fact, some experts compare it to the internet circa 1994, which should give you some context as to where we might end up. So, when you’ve trained yourself to be hands-on with AI, you’re better equipped to keep up with these changes. Instead of feeling overwhelmed by the rapid advancements, you can approach new tools with confidence, knowing that your experience will help you navigate them effectively.

This doesn’t mean formal education or structured learning is unnecessary. There’s certainly value in understanding the ethical implications of AI, the fundamentals of machine learning, and the broader societal impacts of this technology. However, these aspects should complement, not replace, the practical, hands-on experience that comes from direct engagement with AI platforms. The combination of literacy and dexterity creates a well-rounded skill set that prepares you to not only understand AI but also to leverage it in meaningful ways.

While AI literacy provides a solid foundation, it’s AI dexterity that truly sets professionals apart in today’s competitive landscape. The ability to experiment, adapt, and innovate with AI tools is what drives meaningful results, especially in fields like marketing where creativity and responsiveness are paramount. So, instead of just signing up for another AI course or reading yet another whitepaper, why not dive in and start experimenting today? Your customers—and your marketing strategy—will thank you for it.