MAICON Archives

The Move 37 Moment for Knowledge Workers [MAICON 25]

Paul Roetzer
Duration: 35 minutes
Date Released: October 2025
Course Level: Beginner to Intermediate

In 2016, Google’s AlphaGo AI system defeated the world Go champion, Lee Sedol, in a shocking exhibition that turned on what became known as “Move 37.” It was at this moment Sedol realized the machine had surpassed his own abilities, shown true creativity, and transformed the 4,000 year-old game.

What Sedol experienced in Go—his “Move 37”—is coming for every knowledge worker, in every industry.

AI is on a near-term path to surpass the average human at most cognitive tasks. And many AI researchers, including some leaders of Google DeepMind, believe AI systems will achieve superhuman levels at all cognitive tasks (i.e. better than the best humans) by the end of the decade.

What does this actually mean for the future of work?

In this session, AI author, podcaster and entrepreneur Paul Roetzer, explores the current capabilities of AI models, previews the potential AI advancements on the horizon, and shares what we can learn from the infamous “Move 37.”

This session will deliver invaluable perspectives, and provide hope and inspiration as we reimagine the future of work, creativity and human purpose.
Meet Your Instructor

Paul Roetzer

Paul Roetzer is founder and CEO of Marketing AI Institute and SmarterX; co-author of Marketing Artificial Intelligence: AI, Marketing and the Future of Business; host of The Artificial Intelligence Show podcast; and creator of the Marketing AI Conference (MAICON). As a speaker, Roetzer is focused on making AI approachable and actionable for marketers and business leaders. A graduate of Ohio University’s E.W. Scripps School of Journalism, Roetzer has consulted for hundreds of organizations, from startups to Fortune 500 companies. Previously, he was founder and CEO of PR 20/20, a digital marketing agency that he sold in 2021.

Founder & CEO, Marketing Artificial Intelligence Institute and SmarterX