AI in marketing gets talked about constantly and implemented well far less often. A lot of what we see is AI bolted onto a broken process, which just makes bad decisions faster.
The automations that actually pay off tend to be unglamorous: lead scoring that's actually accurate, ad creative testing at a speed no human team could match, reporting that pulls itself together instead of eating someone's Friday afternoon.
The teams getting real ROI aren't the ones with the most AI tools. They're the ones who automated the parts of their process that were already working, instead of hoping AI would fix the parts that weren't.