MarTech+: The AI reality check
Here's a truth we don't say out loud enough: Most marketers aren't afraid of AI, they're tired of the hype cycle.
We've been promised transformation, but what we've gotten is a lot of pilots, pitch decks, and… not much RoI. This week, we get real about that. Plus, we decode the language of AI and peek into how startup marketers are quietly rewriting the playbook with what we're calling
vibe coding
.
Let's jump in.
AI Promised Growth. CMOs Got a Rut.
Only 19% of AI pilots are meeting RoI expectations, finds a study by IBM. That's a brutal stat for CMOs who are being told to 'drive profitable growth' So, what's holding enterprises back?
Turns out, legacy marketing models don't gel with AI unless you've built the right data foundation. IBM's Tuhina Pandey calls out the missing piece: foundational data models that drive responsible growth, not just experimental sprints.
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Why you should care: Because AI hype is turning into CMO pressure and the only way out is by fixing what's under the hood, not just dressing up the dashboard.
AI 101: A Glossary Worth Bookmarking
AI's not just this year's buzzword. It's a decades-long evolution that saw contributions from people like Alan Turing and John McCarthy, and it's reshaping marketing from the inside out. This explainer distills the key milestones and terms every marketer should know, from machine learning to neural nets.
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Why you should care: Because being fluent in AI-speak is no longer optional. It's how you stay credible in the next CMO meeting (or your next career jump).
Rise of Vibe Coding: When Marketers Build Their Own Tools
No support from dev teams? No problem. Startups are letting marketing teams build campaigns themselves, with no-code tools and AI assistants doing the heavy lifting. It's quick, agile, and designed to cut through legacy bottlenecks.
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Why you should care: Because 'vibe coding' might be the biggest unlock for smaller teams to compete with giants, faster, cheaper, smarter.
Stories you might have missed
AI search pushing an already weakened media ecosystem to the brink
Brands press enter; GEO to show up more in AI searches
Instagram live streaming rules change
CCI refuses probe into startup body's complaint against Google's online search ad services
Amazon will offer OpenAI models to customers for the first time
Over to You
What's your AI implementation journey so far? Pilot stuck? Tools working? We want to hear how you are bridging the hype vs. reality gap. Tag us on
LinkedIn @ETBrandEquity
and let's make this a two-way street.
Stay tuned for the next edition of MarTech+ newsletter rolling out every week on Wednesday.
– Team ETBrandEquity
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Who should enrol Business professionals seeking to understand and leverage generative AI. Beginners and non-technical learners interested in AI fundamentals Teams exploring the impact of GPT-4 on operations and innovation; Leaders preparing their organizations for AI-driven transformation. Anyone curious about the future of artificial intelligence and its societal impact. Click here to explore the course Course Expert: Jason Potts, Kok-Leong Ong, Emmy Phuong Hoang Course Description:Generative AI is rapidly transforming the way businesses operate, offering new ways to reduce costs, accelerate services, and unlock innovative capabilities. In this four-week course, you'll explore the foundations, applications, and societal implications of generative AI technologies like ChatGPT and DALL·E, while developing a critical understanding of their role in the modern business landscape. Beginning with the evolution and anatomy of generative AI models, you'll examine how these tools mimic human-like intelligence through machine learning. As you progress, you'll explore how generative AI is being applied across different industries, reshaping business models, enhancing productivity, and driving course also covers vital topics such as AI ethics, regulatory risks, and strategies for responsible implementation. Through practical activities, including prompt engineering, you'll learn to work effectively with generative AI tools. Course Details: Cost of course: Rs. 15,504 Rs. 15,504 Course format: Online Online Duration: 4 weeks (3 hours a week) 4 weeks (3 hours a week) Course includes: Certificate of Achievement, Unlimited access, Tests What you'll learn Identify the components and structure of generative AI models. Understand how generative AI technologies are reshaping economic and business landscapes. Apply prompt engineering techniques to interact effectively with generative AI tools. Analyze the use of generative AI across key industries and recognize its disruptive potential. Reflect on ethical, legal, and safety considerations in the development and deployment of generative AI. Evaluate barriers to AI adoption and explore institutional and organizational strategies for responsible use. Who should enrol Professionals and business leaders seeking to understand how generative AI can impact their industry. Individuals with a basic understanding of tools like ChatGPT, looking to expand their knowledge. Anyone interested in the practical, ethical, and economic implications of AI. Teams preparing for digital transformation and exploring AI adoption strategies. Learners who want to use AI tools safely, responsibly, and effectively in their personal or professional lives. Click here to explore the course Ans. A ChatGPT certification course is a structured program designed to teach learners how to effectively use OpenAI's ChatGPT tool for various personal, academic, and professional applications. These courses typically cover prompt engineering, automation, content creation, coding assistance, and You'll learn: How to craft effective prompts Use cases in business, coding, education, and content creation How to integrate ChatGPT with tools like Excel, Google Docs, and APIs Ethical considerations and limitations of AI Real-world applications with projects and exercises Ans. Anyone can take a ChatGPT certification course, including: Students Working professionals Developers Marketers Content creators Business owners It's ideal for anyone who wants to use AI to boost productivity or expand their career opportunities. The above content is an initiative by Times Internet content team to explain product features and simplify jargons for its users. It should not be construed as an endorsement to buy. Times Internet may make a very small commission from its sale if one chooses to buy the product from any of the links in this article.
