"Eighteen months in, a surprising number of marketing teams are still doing essentially the same thing they did on day one. They open a chat window, type a request, edit the output, and move on."
"In most marketing orgs I've spoken with, AI usage grew like kudzu: Everywhere, and with no structure. Individual contributors developed their own prompt tricks."
"The early outputs burned trust. The first time you asked an AI to write something genuinely important, and it came back hallucinating facts, you learned to keep AI on a short leash."
"Without ownership, experimentation stayed individual and shallow. The number of tools was genuinely overwhelming. At last count, there are over 1,000 AI tools marketed specifically to marketers."
Eighteen months after the initial adoption of generative AI, many marketing teams continue to use AI in the same basic way as on day one. The workflow has not evolved significantly, with teams primarily opening a chat window, typing requests, and editing outputs. Factors contributing to this stagnation include inertia, trust issues with early AI outputs, lack of ownership in AI adoption, and an overwhelming number of tools without a structured approach. This has led to shallow experimentation and a failure to integrate AI meaningfully into marketing processes.
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