Marketing in the age of AI is probably the topic you wake up to every morning; another headline screaming about how artificial intelligence is disrupting everything, transforming workflows, and completely rewriting the rules. It's exhausting.
I get it because I'm living it too. As someone who's been creating content since before Instagram had a business account, who's worked everywhere from Dropbox to Johnson & Johnson to scrappy startups, and who now teaches workshops on marketing in the age of AI to government officials trying to get their municipalities ready for this shift; I've seen this movie before.
The pressure to adopt every new tool or risk being "left behind" is real. But here's what I've learned after being in 80+ countries working with travel and tourism boards, building digital products, and watching social media evolve from a fun hobby into a multi-billion dollar industry: the path to success isn't paved with just more advanced algorithms or automated content generators.
The real challenges and opportunities facing us in 2026 and beyond? They're not what most people think.
I've spent the last few years at the intersection of marketing in the age of AI, not just talking about it, but actually implementing it, teaching it, and watching what works (and what spectacularly doesn't). So I'm going to share seven counter-intuitive, data-backed truths about where we actually are right now.
Because here's the thing: success isn't about chasing the next shiny object. It's about strengthening the core elements that actually drive growth and build lasting customer relationships. Let me show you what I mean.
1. Your Biggest Problem Isn't AI Adoption; It's Your Broken Marketing Tech Stack
Let me tell you a story. A few years ago, I was consulting with a major tourism board; a beautiful destination, tons of potential. They wanted to talk about AI and how to use it to personalize traveler experiences.
Great, right? Except when I asked to see their data, I discovered they had visitor information in one system, email marketing in another, social media analytics in a third platform, and their CRM? It hadn't been updated since 2014.
They weren't ready for AI. They were still trying to figure out basic integration.
The Data on Disconnected Systems
And they're not alone. According to a 2025 Customer.io survey of lifecycle marketers, over half of all marketers, 53%, identify "data and integration; our systems are out of sync" as their biggest blocker [Source]. Not budget. Not creativity. Not even the AI learning curve. Just basic, fundamental systems that aren't talking to each other.
This is followed closely by the inability to measure success (48% of marketers) and being bogged down by manual work (46%) [Source].
Think about that for a second.
We're out here talking about generative AI and machine learning while nearly half of marketing teams can't even properly measure if their campaigns are working.
The Foundation Problem
This is what I consider a "foundation problem". Here's the profound irony: marketing teams are looking toward futuristic AI tools to solve tomorrow's problems while still fighting yesterday's battles with foundational systems that refuse to communicate with each other.
Back in my early influencer days, I used to manually track everything in Excel spreadsheets: brand partnerships, engagement rates, which posts performed best in which countries. It was tedious, but at least I owned my data and could actually use it. Now companies have terabytes of data they can't access or activate because their systems are a tangled mess.
Before you invest in the latest AI tools, ask yourself: Can we even use it with our current infrastructure? Because if the answer is no, you're just adding another expensive layer to an already broken foundation.
2. Marketing in the Age of AI: The "Next Wave" That's Moving Slower Than You Think
Here's a truth that might surprise you: for all the discussion, the widespread adoption of AI in marketing is happening far more slowly and cautiously than the headlines suggest.
Marketing in the Age of AI: The Reality of Implementation
The data shows that 51% of companies are still in the testing or pilot phase with large language models, and only 10% are fully utilizing them in their marketing efforts [Source]. When I teach AI workshops for municipalities and corporate teams, I see this firsthand. Everyone's excited about the possibilities, but when it comes time to actually implement? That's where things get real.
Many AI initiatives get stuck in what I call "pilot purgatory"; they never scale beyond the initial proof-of-concept. A staggering 80% of AI projects ultimately fail [Source needed]. And here's the kicker: it's not because of cost. It's because of a fundamental lack of organizational readiness. You can have the best technology in the world, but if your team doesn't know how to use it, if your leadership isn't bought in, if your processes aren't designed to support it? It's going to fail.
Why Caution Makes Sense
I've seen this with government agencies that have massive data reserves but most AI efforts remain stuck in exploratory phases. The hesitation isn't arbitrary; it's rooted in legitimate strategic risks. In one recent survey, 41% of marketers cited data privacy as the primary barrier to adopting AI in their marketing [Source]. Other research shows nearly half of consumers will stop buying from brands they perceive as inauthentic [Source].
And you know what? Sometimes that caution is warranted. I remember when AI content tools first became accessible, and brands started pumping out AI-generated blog posts and social captions like it was free money. Within months, you could tell. Everything started sounding the same. The internet became an echo chamber of sameness, and consumers noticed.
The revolution everyone keeps talking about? It's on standby because companies are still figuring out how to do this responsibly, strategically, and in a way that doesn't destroy the trust they've spent years building.
3. In a World Flooded with AI, Humanity Is Your Greatest Differentiator
I started as a retired influencer back when Instagram was still just square photos and hashtags actually worked. No one was talking about "authentic content" back then because, honestly, most content was authentic. We were just sharing our actual lives and experiences because we loved it.
The Authenticity Revolution in Marketing in the Age of AI
Fast forward to today, and we're in the middle of what I call an "authenticity revolution"; a market-wide reaction against sterile automation and a return to human-centered storytelling in marketing in the age of AI. And it's not just a feeling. The data backs it up: 35% of consumers actively distrust AI-generated influencer content [Source].
Listen, I use AI tools every single day. ChatGPT helps me draft emails, research markets I'm consulting in, even outline workshop content. AI has made my work faster and more efficient.
But here's what it can't do: it can't replicate the experience of getting lost in the medina in Marrakech and stumbling into a family-run restaurant where the grandmother insisted on teaching me how to make tagine. It can't capture the feeling of watching the sunrise over Angkor Wat after traveling for 24 hours to get there.
AI can help me communicate those experiences faster, but it can't create them. And that's the point.
The Rise of Micro-Influencers
This is why we're seeing a strategic shift toward micro-influencers; people with deep niche authority and highly engaged communities. Campaigns with these specialized, authentic voices consistently outperform those with broader but more superficial reach. Because people can tell the difference between content written by someone who cares and content that was engineered to rank.
Brian Solis, Head of Global Innovation at ServiceNow, puts it perfectly: "We're surrounded by sameness right now, so when a real human voice comes through; when there's empathy, curiosity, even vulnerability; that's what cuts through."
This isn't about abandoning technology. It's about using it to amplify what makes us human. In a world where anyone can generate a blog post in 30 seconds, your lived experience, your unique perspective, your actual expertise? That's your competitive advantage.
4. Customer Retention Over Acquisition: Why Smart Marketers Are Betting on Their Base
When I first started working with brands as a travel influencer "back in the day", everyone was obsessed with reach. How many followers do you have? How many new eyeballs can you get us? It was all about acquisition, acquisition, acquisition.
The Strategic Shift to Retention in Marketing in the Age of AI
But something shifted, especially in this current climate of economic uncertainty. Businesses are making a decisive strategic move: they're "betting on their base."
Recent research shows more companies are reallocating budget toward retention, as existing customers generate more revenue and higher margins than new ones, by keeping and deepening relationships with the customers they already have.
This isn't just a defensive move. It's a strategic recognition that the most effective marketing is about creating lasting relationships and building trust over time. And honestly? It's way more cost-effective. I learned this the hard way when I launched my first digital product. I spent months trying to reach new audiences, when my most enthusiastic buyers were people who'd been following my journey for years. They already trusted me. They already valued what I created.
The Post-Purchase Engagement Gap
But here's where most companies drop the ball: only 43% extend their thought leadership efforts to engage and retain customers after the initial purchase [Source]. Think about that. You've just converted someone; the moment of highest trust in the entire customer lifecycle; and then you... ghost them? That's like getting someone's phone number and never calling.
This gap in post-sale engagement represents a critical failure to capitalize on your most valuable asset. You're turning what could be a loyalty engine into what I call a "leaky bucket." And in a world where customer acquisition costs keep rising? You can't afford that leak.
Find Your Marketing Money Leaks
Before we dive into strategy, let's get practical: Where is your marketing actually losing revenue? This free quiz helps you pinpoint exactly where money is slipping through the cracks in your email marketing; so you can stop the leaks and start capturing growth.
Whether you're running a startup or a Fortune 500 company, the question isn't "how do we find more customers?" It's "how do we make the customers we have loved so much they never want to leave?"
5. Data Is Everywhere, but Using It Is the Real Challenge
Remember those Excel spreadsheets I mentioned earlier? The ones where I manually tracked every brand partnership, every engagement metric, every piece of content performance? At least back then, I could actually use my data. I could see patterns, make decisions, adjust my strategy.
Drowning in Data, Starved for Insights
Now? The single fastest-growing challenge for marketing leaders isn't gathering more data; it's "finding and utilizing useful data." The modern marketing organization is drowning in information but starved for actionable insights.
I see this constantly when I consult with brands and teach workshops. They'll show me dashboards with thousands of data points, metrics coming out of their ears, and then I'll ask: "Okay, so what does this tell you about what to do next?" Blank stares.
The Skills Gap and Technical Debt
This isn't just a skills gap. It's a direct consequence of that "foundation problem" we talked about in point one. The technical debt from outdated, siloed systems makes activating data for strategic insight nearly impossible. Most private companies are failing to measure critical metrics like Customer Lifetime Value and Return on Marketing Investment [Source]. Only a 1/3 of companies claim to be actively using AI and automation to improve performance [Source].
When I worked at Dropbox, one of the things that impressed me most was how seriously they took data infrastructure. Not just collecting data, but making sure teams could actually access it, understand it, and use it to make better decisions. That's where most companies fail; in that translation from numbers on a screen to actionable strategy.
Ty Heath, Director of Market Engagement at The B2B Institute at LinkedIn, nails it: "But data alone isn't enough. The real skill is taking complex research and distilling it into frameworks people can actually use. When you combine evidence with clear, memorable ideas, you create thought leadership that doesn't just get noticed; it gets applied."
This is exactly what I try to do in my workshops; not just show people the data, but teach them how to turn it into practical wisdom they can implement on Monday morning.
Quiz: Where Are Your Marketing Money Leaks?
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6. The Rise of the Creator CEO
One of the most significant trends I'm watching right now is the push for business leaders to become what has been called the "Creator CEOs." And listen, I know what you're thinking: "I'm not an influencer. I'm not posting dance videos on TikTok."
But that's not what this is about.
The Data Behind Executive Personal Branding
The data shows a 35% increase in C-suite professionals on LinkedIn in the US over the past five years, and a 30% rise in the UK, reflecting B2B buyers' desire to connect with authentic human voices behind brands [Source]. These aren't vanity metrics; they represent a fundamental shift in how business gets done.
I've worked with tourism boards around the world, and the ones that succeed? The ones where the leadership shows up personally. Not hiding behind corporate press releases, but actually engaging, sharing insights, showing the human side of their destination or brand.
Personal Brand as Strategic Asset
When I transitioned from full-time travel influence to consulting and teaching, I had to shift my own personal brand. But the principles remained the same: people buy from people. They trust people. In an increasingly automated landscape, leaders who own their personal narrative through thought leadership are building stronger, more authentic relationships that corporate messaging alone cannot replicate.
During my time at Johnson & Johnson, I saw how powerful it could be when executives stepped into the creator role, sharing their expertise, their vision, their values. It humanized a massive corporation in a way that no marketing campaign could.
In the age of AI, personal branding for executives isn't a vanity project anymore. It's an essential component of modern marketing strategy. It demonstrates expertise and humanity in a way that builds invaluable trust. Your customers, your partners, your stakeholders; they want to know who's behind the decisions, who's steering the ship.
And here's the best part: you don't have to do it alone. AI tools can help you draft content, manage your posting schedule, analyze what resonates. But the voice, the perspective, the lived experience? That has to be you.
7. Stop Renting Your Audience: The Case for Email, Newsletters, and Owned Channels
Let me take you back to 2016. I had built a following of hundreds of thousands of people across social platforms. I was partnering with major travel brands, getting flown around the world, living what looked like a dream life. Then Instagram changed its algorithm overnight. My engagement dropped by 60%. Just like that.
The Wake-Up Call
That's when I learned one of the most important lessons of my career: followers on social media aren't your audience. They're rented audience. You're building on someone else's land, and they can change the rules whenever they want.
This is why there's a major strategic realignment happening right now. Marketers are shifting focus from chasing follower metrics on rented platforms to building "owned community assets"; direct, resilient relationships with an audience that no algorithm can take away.
Building Your Owned Media Ecosystem
After that algorithm change, I started building my email list like my business depended on it, because it did. I launched a newsletter, started a podcast, created direct channels where I could reach people without Instagram or any other platform acting as the middleman. And you know what? That's what sustained me. When I transitioned my business model, when I started consulting and teaching workshops, those owned channels were my lifeline.
This strategy is about building an ecosystem of direct-to-audience channels; email lists, podcasts, newsletters, even private communities. These owned platforms insulate you from unpredictable and often disruptive algorithm changes. They give you control.
Whether you're a startup founder, a marketing leader, or running a Fortune 500 brand, the question is the same: if Instagram, LinkedIn, or TikTok disappeared tomorrow, could you still reach your audience? If the answer is no, you have work to do.
By investing in owned channels, marketing evolves from a series of disconnected, short-term campaigns into a sustainable engine for long-term engagement and community building. It's not sexy. It's not the latest trend. But it works.
Spot Your Revenue Leaks in 5 Minutes
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Your Next Move Isn't About Tech; It's About Focus
I've been doing this long enough to see trends come and go. I remember when everyone said blogs were dead, then they said Instagram was the only thing that mattered, then it was TikTok, now it's AI everything. And here's what I've learned: the fundamentals never change.
Marketing in the Age of AI: The Real Revolution Is Strategic
The path to marketing in the age of AI success in 2026 and beyond isn't about blindly adopting every new AI tool that comes along. Trust me, I use AI every single day; it's made my work faster, smarter, more efficient. But the most impactful strategies are still built on a renewed commitment to the fundamentals: fixing broken data infrastructure, doubling down on human authenticity, and deepening relationships with core customers and owned communities.
The future belongs not to the teams with the most advanced tech, but to those with the most focus and clarity.
The real revolution isn't technological; it's strategic. It's about recognizing that in a world of endless noise, the most powerful assets are trust and connection. Whether you're a marketing leader trying to transform your department, a founder building your first product, or a government official working to modernize your municipality's approach, the question is the same:
What Hasn't Changed
I've been to 80+ countries, worked with some of the world's biggest brands and smallest startups, and taught AI workshops to everyone from tech companies to government agencies. And what I keep coming back to is this: the tools will keep changing, but human behavior doesn't. People want to be understood. They want authenticity. They want relationships with brands they can trust.
AI can help you scale those things. It can help you work smarter and faster. But it can't replace the human insight, the lived experience, the genuine connection that makes marketing actually work.
The Questions That Matter
So as you plan your next move, don't ask "what can this technology do?" Ask instead: "Are we solving the right problems? Are we building real relationships? Are we creating value that lasts?"
Because that's what separates the brands that survive from the ones that thrive.
Listen; the future is already here. The question is: are you ready to meet it with both the technology and the humanity it demands?
P.S. Want to see how I use AI and creativity together? Check out my side project Coloring Kinfolk, where technology meets authentic storytelling in a whole new way.
Let's Find Your Money Leaks
Before we talk about transformation, let's talk about what's not working right now. This quick quiz pinpoints exactly where your email marketing is leaving revenue on the table; so you know what to fix first.
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