While tech headlines scream about ChatGPT and Gemini, the real AI revolution in marketing is happening behind closed doors. The rush to “AI-enable” everything has created a clear divide: those chasing headlines and those chasing results.

The expensive failures have been piling up. Google’s rushed Bard launch in February 2023 wiped $100 billion off its market value in a single day when its AI made basic factual errors during its first public demo. Meta’s Galactica AI, launched in late 2022, didn’t fare much better. After three days it had to be pulled when researchers showed it generated convincing but completely false scientific papers. Meanwhile, marketing departments rush out AI chatbots that frustrate customers, “AI-powered” campaigns that miss brand voice entirely and six-figure AI tools gathering dust because teams can’t integrate them effectively.

But study who is quietly succeeding with AI, and three clear patterns emerge:

First, they’re ruthlessly practical. No broad “AI transformation” programs. Instead, they target specific, high-ROI use cases: AI analyzing campaign performance to predict which content will convert or augment (not replace) creative teams with AI tools that accelerate ideation and production. They pilot fast, measure obsessively and scale only what proves out. Most importantly, they start where they have clean data and clear metrics.

Second, they invest in AI literacy before AI tools. Their teams understand AI’s actual capabilities and limitations. They know precisely when AI will accelerate work and when it risks brand damage. They’ve built simple, effective processes to test AI outputs against brand standards. Training comes before technology, and they’re not afraid to say no to AI when simpler solutions will work better.

Third, they’re building AI governance into their marketing DNA, not with bureaucratic policies but with clear frameworks for maintaining brand authenticity and customer trust in an AI-powered world. They’re asking tough questions about data privacy, output quality and the right balance between automation and human touch.

The playbook is clear. Skip the AI press releases. Start small, focus on results and build capability before scaling. The winners aren’t talking because they’re too busy transforming AI into a real competitive advantage—not a headline.

 

Jenna Isken is Global Group Director, Brand Experience