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Time of India

MarTech+: The AI reality check

Dear Reader, 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. Read more 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. Read more 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. Read more 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