AI in Marketing: More Than a Shiny Tool

AI isn’t the future of marketing. It’s already here. The winners will be those who master the tripod: strategy, technology, and human adoption. Here’s how to move from shiny tools to sustainable business impact.

1. Strategy first: AI as an enabler, not a goal

AI is not the destination. It’s the enabler that accelerates, scales, and sharpens your ambitions.

At The House of Marketing, we help organizations connect AI directly to business goals before launching a single pilot.

The difference is huge:

• Without alignment, you collect proofs of concept like Pokémon.
• With alignment, you capture value.
  • Companies investing in AI have achieved 3–15% revenue uplift and 10–20% ROI on sales investments (McKinsey, AI-powered Marketing and Sales).
  • By 2026, CMOs expect AI to deliver around 25% of efficiency gains in marketing (McKinsey, How Generative AI Can Boost Consumer Marketing).

A clear strategy ensures AI doesn’t remain a playground; it becomes a growth engine.

3. Human adoption: the forgotten leg of AI

The smartest strategy and the best tools are worthless if no one uses them. Adoption is make-or-break.

At THoM, we help leaders role model AI adoption, set up governance frameworks that build trust, and design training programs that empower employees.

A concrete example: in retail, generative AI-driven recommendation systems have boosted basket size by 2-4% (McKinsey, LLM to ROI: How to Scale Gen AI in Retail).

When people see AI as an ally, it moves from shelfware to business impact.

4. My angle: strategist, not tech geek

I’m not a tech geek. I’m a strategist.
My background in human transformation, organization design, and change management is what makes AI adoption succeed. Real impact comes from blending strategy, people, and technology into one journey.

That means:

• Partnering with the C-suite to role model adoption.
• Guiding governance choices, such as centralized vs. decentralized models.
• Helping teams escape proof-of-concept purgatory by scaling proven use cases.

5. Why this matters now

Marketing leaders don’t need another trend to chase. They need clarity and confidence.

Winning with AI requires:

• A strategy aligned with business goals.
• The right technology mix.
• Human adoption that makes it stick.

That’s the tripod we are building at The House of Marketing: combining vision, people, and ecosystem partnerships.
AI will not replace marketers. But marketers who use AI well will absolutely replace those who don’t.

FAQ: AI in Marketing

What is the best AI strategy for marketing leaders?

Start with business goals. Define where AI can create measurable value, in efficiency, customer experience, or growth and align it with clear KPIs before testing tools.

How can companies ensure successful AI adoption?

By building trust and capability. Role model usage from the top, set governance rules, and train teams to see AI as an enabler, not a threat.

What are the top use cases of AI in marketing today?

Personalization, predictive analytics, content generation, customer segmentation, and marketing automation, all driving tangible ROI when linked to strategy.

Curious to see how AI could accelerate your marketing performance? Let’s talk about your AI ambition.