The Reason AI Isn’t Transforming Your Business (Yet)
Welcome to our Letter from the Co-Founder—a note from managing partner Amanda Pressner Kreuser, sharing her take on the shifts reshaping marketing today.
In this edition, Amanda takes a candid look at what’s gone awry with AI rollouts across so many teams. Lately, a lot of leaders have been asking the same question: Why haven’t we seen the productivity transformation we were promised? Here, she explores one of the biggest reasons AI initiatives stall, and what teams can do to finally unlock the full potential of the tools they already own.
It’s likely been a year or two since your company first sanctioned the use of AI tools, and expected to see a massive transformation.
But from your perspective, how do you feel like that’s going?
If your personal experience looks anything like what I’m seeing at brands, here’s what’s happening:
Execs watched demos of some buzzworthy AI tools. Procurement approved them. Legal reluctantly okayed them.
Teams were given access. But when it came to actually figuring out how to use these AI tools to find major productivity gains and transform business strategy, employees weren’t given enough guidance by AI companies.
Since then, there’s been very little meaningful training on how to use the tools, develop workflows, or how to create systems that involve other teams and departments. Without customized training, individual employees have been experimenting quietly, automating a task or two, and hoping for the best.
Now leaders are starting to ask why the business isn’t demonstrating the “massive AI productivity gains” they were sold on. This has been the case across companies (you may have heard about a recent MIT-reported study that found 95% of enterprise AI implementations have had no measurable impact on profit and loss).
I personally still think the tools themselves are powerful and promising (some of them, anyway). But the rollout strategy and training for employees haven’t been enough to see results. That needs to change.
This is why, after launching the AI Marketing Innovation Council earlier this year, we started offering something very much needed: hourly AI consulting sessions, designed to to help brand and agency teams get customized workflow training using the tools they already own. Here’s what training time provides:
For executives: A very clear-eyed view of the tools you already have, how they can work together (human + AI systems), and what type of training your employees actually need.
For senior team members: Real workflows grounded in the way that your team already works—no extra spend, just smarter setup.
For marketing practitioners: You’ll get very helpful, hands-on help in turning scattered tool use into repeatable systems.
Want to see what this actually looks like in action? On an initial consulting session (complimentary 30 minute call) we’ll walk you through a real AI-powered workflow we built for a brand—one that now runs their entire editorial calendar automatically and has saved them countless hours.
We can also use the time to discuss your department’s specific challenges and potential needs for support and training, or chat about the most meaningful trends in AI search and optimization.
Amanda Kreuser
