AI in Marketing: More Than a Shiny Tool

AI isn’t the future of marketing. It’s already here. And only those who master the tripod will win.

AI in marketing isn’t magic. It’s not a silver bullet. And it’s not a gadget to impress the board once a year.

AI is a business accelerator. But only if you balance three critical elements. Think of it as a tripod: if one leg is missing, the whole thing collapses.

1. Strategy first: AI as an enabler

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

At The House of Marketing, we help clients link 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: McKinsey reports that companies investing in AI have achieved 3 to 15% revenue uplift and 10 to 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).

3. Human adoption: the leg everyone forgets

The smartest strategy and the best tools mean nothing if nobody uses them. Adoption is make-or-break.

At THoM, we help leaders role model AI adoption, set up governance that builds trust, and design training that empowers employees.

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

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

My angle: strategist, not tech geek

I’m not a tech geek. I’m a strategist.
My experience in human transformation, org design, and change management is gold in AI projects. Why? Because success comes from blending strategy, people, and technology into one journey.

That means:

• Partnering with the C-suite to role model adoption
• Guiding decisions on centralizing vs. decentralizing AI
• Helping teams escape proof-of-concept purgatory by scaling proven use cases

Why this matters now

Marketing leaders don’t need another trend to chase. They need a clear path:

• 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.
Because AI will not replace marketers. But marketers who use AI well will absolutely replace those who don’t.
Wondering where to start? It begins with clarifying your AI ambition and building the tripod that will make it real.