Emma Grede Shifts AI Strategy After Mark Cuban Warning

Emma Grede, co-founder of the $4 billion shapewear brand Skims and CEO of Good American, recently reflected on her approach to artificial intelligence during an exclusive interview with Fortune. Known for her business acumen and ability to spot cultural shifts before they go mainstream, Grede admitted she was using AI “like a 42-year-old woman” until a conversation with fellow Shark Tank investor Mark Cuban prompted a shift in her perspective [1].

Despite having implemented AI incentives in her company two years earlier—offering cash bonuses for employees who integrated AI tools into their workflows—Grede realized she was relying on her staff to handle the technology, rather than engaging with it herself [1]. She acknowledged this gap in her personal use of AI and recognized the need to upskill. Following the conversation with Cuban, she began researching AI courses at The Wharton School and Harvard for the fall [1].

Cuban, a vocal advocate for AI adoption among entrepreneurs, delivered a blunt warning during their conversation, telling Grede: “You’re f-cked.” He compared ignoring AI to ignoring the internet or cell phones in their early stages of adoption [1]. His words underscored the urgency many business leaders now face in keeping up with rapidly evolving technology.

For Grede, AI is not a tool to increase her personal productivity—something she already views as near-maximal—but rather a resource for optimizing high-stakes decision-making. Her role as a leader, she explained, involves making large-scale strategic bets, and AI can help provide data-driven insights that refine this process [1].

This shift in mindset aligns with broader industry discussions about AI’s potential to reshape leadership and business strategy. Grede’s approach reflects a growing trend among top executives to rethink how they integrate emerging technologies into their leadership frameworks, rather than merely using them for daily tasks [1].

At the same time, Grede is applying her business expertise through a new mentorship initiative with UPS and tennis star Coco Gauff. The program supports female-led small businesses, helping them scale and adapt to new technologies. The effort highlights her belief in the value of knowledge transfer and the importance of staying ahead in a rapidly changing landscape [1].

Source: [1] Self-made multimillionaire behind $4 billion Skims empire... (https://fortune.com/2025/08/12/self-made-multimillionaire-behind-4-billion-skims-empire-says-she-was-using-ai-like-a-42-year-old-woman-until-mark-cuban-gave-her-a-wake-up-call/)