AI FOMO: How to Avoid the Hype and Capture Real Value: 3 Simple Questions for Marketer

It's everywhere: conferences, podcasts, news, and vendor meetings . No wonder marketers are asking themselves: Am I doing enough with AI?

First, understand that no marketer has fully "cracked the code" on AI. There’s no one-size-fits-all solution while you're left behind. Most companies are still experimenting, and being a "fast follower" is often the smartest move—unless your industry requires cutting-edge innovation.

Instead of listing all the ways marketers are using AI—something your favorite chatbot could easily do—I want to help you focus on how to integrate AI effectively into your organization by asking three key questions:

1. Am I Fully Leveraging the AI Capabilities of My Current Vendors?

The quickest way to integrate AI is through the tools you already use. Most topnotch platforms like Salesforce, HubSpot, 6Sense, and Adobe offer AI-driven features, while specialized vendors such as Drift (conversational AI) or Persado (AI-driven content) add more capability. Are you maximizing the AI already available in your Martech stack?

Note: Before adopting new features, confirm your vendor can show you proven results. Ensure the AI capabilities have been tested and demonstrably add value.

2. Is My Team Using AI in Its Day-to-Day Activities?

AI isn’t just about the latest tools—it's about making everyday tasks more efficient. Is your team applying AI in their content creation, brainstorming, research, or data analysis? The true value of AI often lies in incremental improvements that compound over time, making processes smoother and decisions more data-driven.

Run workshops to help your team experiment with AI. Hands-on experience is key to unlocking meaningful gains.

3. What Needs to Be True for a new AI solution to Be ROI Positive?

Before investing in new AI solutions, evaluate your current marketing foundation. Are your fundamentals—like data integrity, martech integration, team alignment, and overall strategy—solid? Adding a new AI tool won't solve deeper operational issues. Assess your readiness first.

Once your foundation is solid, ask: What outcomes will justify the investment? Whether it’s higher conversion rates, better customer experiences, or improved efficiency, compare AI’s ROI with other marketing initiatives. Build a clear business model to ensure resources are allocated where they will deliver the most impact—whether that’s AI or reinforcing core fundamentals.

By focusing on these questions, you can ensure AI is a tool you’re using strategically, not just following trends. Whether optimizing your tech stack, empowering your team, or evaluating new vendors, thoughtful consideration will ensure AI adds genuine value to your marketing strategy.