The marketing literature is mostly silent regarding the strategy considerations executives are making internally to ensure that frontline employees are leveraging and optimizing AI technologies (i.e., most AI marketing research focuses on customer perceptions of AI use in the frontline). This is likely due to the novel use of AI in the frontlines and the lack of data available as many firms are still not utilizing AI capabilities in any capacity (based on ZoomInfo, less than 23% of companies use AI in any form), especially when it comes to the frontline space. In order to explore how AI manifests in organizations, we have been employing a theories-in-use approach in order to develop rich theoretical and managerial insights. More specifically, we have been conducting in-depth interviews with top-level industry leaders and executives (e.g., VP of Salesforce, VP of Intuit, VP of ServiceNow, etc.) to better understand the strategic considerations and factors that go into the implementation of AI use within the frontlines.