Let’s cut through the hype: no one in marketing is doing all the magical, world-changing things they claim to be doing with AI. If you think about the components of marketing work, you can break it down to text, images, audio and video. For content creation, text specifically, the future is now. For images, audio and video, finding an enterprise solution has been a challenge.

AI is exciting. It’s powerful. But it’s also being wildly oversold—especially in marketing operations. The truth is, most teams are still wrestling with broken UTM structures, orphaned campaign IDs, and that one email that keeps sending twice “for no reason.” Adding a shiny AI tool on top of all that doesn’t solve foundational issues; it just creates weirder ones, faster.

And then there are the use cases where AI simply doesn’t belong. Do we really need a generative model to write a GDPR compliance notification? Should a machine decide when your CEO gets notified about a pipeline drop? Should we feed customer support transcripts into a sentiment model that interprets “meh” as “highly positive”? Probably not. Some decisions still require judgment, empathy, or—radical idea—a human brain.

This isn’t a rejection of AI. It’s a call for reality. AI can and will help us do better work. But right now, the people doing impressive things with it are the exception, not the rule—and they’re often backed by a lot of custom plumbing, expensive consultants, and a prayer circle.

So if your AI strategy feels more like “Ctrl+F for blog ideas” than a fully autonomous growth engine, you’re not behind. You’re just telling the truth.

And honestly? That’s rare enough to be impressive.