The unfinished work of AI
Four chapters. Sixteen decisions.
The expertise bottleneck
AI writes the first draft faster. Product marketing still checks that what it says about the product is true. Industry marketers still add what a retail or manufacturing buyer cares about. Sales still asks whether the pitch fits the customer. The same few people touch every version.
Explore chapter 01 ↗give AI the same facts about the company, the buyer or the brand again at least once a week.
Q5 · 575 people answeredThe tool tax
The campaign team has AI built into five or six applications. Each one helps with a step. A person still carries the brief from one to the next, types the same instructions again and sorts out which version is current.
Explore chapter 02 ↗say the biggest constraint in their current tools is moving information between systems by hand, or integration and upkeep eating the expected savings.
Q7 · 578 people answeredThe unfinished task
Having a chatbot seat tells a CMO nothing about whether an account brief can land in the CRM, whether a campaign can be set up where it will run, or whether the result will pass review.
Explore chapter 03 ↗say the AI their company has approved usually stops at writing text or looking up information on a typical briefing or campaign task.
Q12 · 576 people answeredThe team that has to change
Marketing needs people who can say what a useful task looks like, put a working process together and judge the result. Appointing an AI lead inside marketing or sending people on a course leaves most of that change undone.
Explore chapter 04 ↗say their people got at most a course or self-study, or that roles and development plans have not changed.
Q16 · 577 people answeredWhat published research has established
Jasper’s 2026 research reports 91% AI adoption among surveyed marketers and growing difficulty with legal, compliance and brand review. It puts governance and measurable value at the center of the next stage.
Jasper, State of AI in Marketing 2026 ↗Callan Consulting’s interviews with 19 marketing leaders, mainly in B2B technology, describe broader workflow use alongside a lack of standardized measures isolating AI’s contribution.
Callan Consulting, State of AI in Technology Marketing 2026 ↗Norwest’s B2B research identifies self-trained marketers as a major source of AI deployment. It gives CMOs a reason to develop the people already turning ideas into working processes.
Norwest, B2B benchmark 2025 ↗The survey behind this report asks which steps remain manual, what prevents teams from changing them, and whether the CMO and the functional heads see the same readiness.
One company. More than one view.
Inside the same company
of matched companies have a marketing leader who rates this area higher than their functional colleagues.
Your team’s next move
Answer four practical questions. See the comparison in each area and a specific task to tackle next.
About two minutes. Immediate result. No email required.
Request the team benchmark and workshop ↗