AI in Marketing: The 'Show Me the Money' Moment Approaches

Marketers are at a pivotal moment as AI becomes an indispensable tool in their arsenal, but the pressure is mounting to prove its value. At the Brand Innovators Marketing Leadership Summit during CES in Las Vegas, industry leaders agreed that AI is no longer a trend but a transformative force reshaping marketing strategies. However, as the technology matures, marketers must now demonstrate tangible results to justify the investments and maintain consumer trust.

The summit highlighted AI’s growing role in marketing operations, from automating large-scale data analysis to enhancing cultural relevance through social-first strategies. Eric Schwartz, chief marketing officer of Clorox Co., emphasized the necessity of leveraging AI to keep pace with the fragmented and accelerating landscape. "It’s an exciting time, but also a super intimidating time to be involved in marketing," Schwartz said, noting that AI is essential for Clorox to sustain its momentum and adapt to evolving consumer expectations.

Despite its potential, AI adoption faces challenges, including consumer skepticism and the risk of diluting trust. As AI-generated content floods the market, marketers must balance automation with authenticity to avoid alienating audiences. "You’re skeptical about everything," said Jim Squires, EVP of marketing and growth at Reddit. Laura Morris, head of North America marketing at HP, added that the speed of AI-driven content could "continue to degrade trust," underscoring the need for caution.

AI’s Role in Marketing Maturity

As AI models advance, they are transitioning from managing probabilities to establishing causality, a shift that could revolutionize marketing accountability. Tomas Puig, founder and CEO of Alembic Technologies, explained that AI platforms can now validate marketers’ instincts by analyzing vast datasets to establish cause-and-effect relationships. This capability could bridge the gap between marketing efforts and financial outcomes, elevating the credibility of marketing as a business growth engine rather than a cost center.

Terence Kawaja, founder and CEO of LUMA Partners, described this phase as AI’s "Jerry Maguire moment," where marketers must show me the money. Kawaja noted that AI’s integration into marketing is a natural fit due to the industry’s reliance on data, budgets, and binary outcomes. However, he warned that marketers must exercise discipline and responsibility to harness AI’s full potential without losing sight of consumer needs.

Balancing Technology and Human Insight

While AI promises to streamline marketing operations, industry leaders stressed the importance of maintaining a human-centric approach. Brad Hiranaga, SVP of global experience design at Marriott International, cautioned against becoming overly reliant on technology at the expense of understanding consumer preferences. "If we’re not designing with humans in mind—and how they want to sleep, how they want to eat, how they want to be productive—then we’re missing the whole picture," he said.

Julie Keating, head of agency partnerships at Sojern, echoed this sentiment, urging marketers to remain authentic and disciplined. "There’s so many shiny objects that are happening with technology and things that are changing," Keating said. "It’s really important to play your game as a marketer and understand who you are and what value you’re bringing."

The summit underscored the dual nature of AI in marketing: a powerful tool that demands careful handling. As AI continues to reshape the industry, marketers must navigate its complexities, balancing innovation with responsibility to deliver meaningful results and preserve consumer trust.