{"id":768639,"date":"2026-04-14T00:39:00","date_gmt":"2026-04-14T05:39:00","guid":{"rendered":"https:\/\/www.capgemini.com\/us-en\/?p=768639&#038;preview=true&#038;preview_id=768639"},"modified":"2026-10-14T00:41:28","modified_gmt":"2026-10-14T05:41:28","slug":"why-more-ai-tools-wont-maximize-marketing-impact","status":"publish","type":"post","link":"https:\/\/www.capgemini.com\/us-en\/insights\/expert-perspectives\/why-more-ai-tools-wont-maximize-marketing-impact\/","title":{"rendered":"Why more AI tools won\u2019t maximize marketing impact"},"content":{"rendered":"\n<header class=\"wp-block-cg-blocks-hero-blogs header-hero-blogs\"><div class=\"container\"><div class=\"hero-blogs\"><div class=\"hero-blogs-content-wrapper\"><div class=\"row\"><div class=\"col-12\"><div class=\"header-title\"><h1>Why more AI tools won\u2019t maximize marketing impact<\/h1><\/div><\/div><\/div><\/div><div class=\"hero-blogs-bottom\"><div class=\"header-author\"><div class=\"author-img\"><img decoding=\"async\" src=\"\/wp-content\/themes\/capgemini2025\/assets\/images\/cg-logo-white.svg?w=200&amp;quality=10\" alt=\"\" loading=\"lazy\"\/><\/div><div class=\"author-name-date\"><h5 class=\"author-name\">Capgemini<\/h5><h5 class=\"blog-date\">Apr 14, 2026<\/h5><\/div><\/div><div class=\"brand-image\"><\/div><\/div><\/div><\/div><\/header>\n\n\n\n<section class=\"wp-block-cg-blocks-group section section--article-content\"><div class=\"article-main-content\"><div class=\"container\"><div class=\"grid-container\"><div class=\"col-12 col-md-2\"><nav class=\"article-social\"><ul class=\"social-nav\"><li class=\"ip-order-fb\"><a href=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https:\/\/www.capgemini.com\/?p=1212719\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><i aria-hidden=\"true\" class=\"icon-fb\"><\/i><span class=\"sr-only\">Facebook<\/span><\/a><\/li><li class=\"ip-order-li\"><a href=\"https:\/\/www.linkedin.com\/shareArticle?url=https:\/\/www.capgemini.com\/?p=1212719\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><span class=\"sr-only\">Linkedin<\/span><\/a><\/li><\/ul><\/nav><\/div><div><div class=\"article-text article-quote-text\">\n<h2 id=\"h-the-risk-of-the-accelerating-customer\" class=\"wp-block-heading\">The risk of the accelerating customer<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">As AI becomes a multipurpose technology that can enhance nearly any activity in our lives as humans, it is inevitably starting to play an increasingly larger role in the journeys we take as consumers and customers. This includes everything from planning a holiday to researching our next big purchase. This rapid and profound shift is a growing challenge for the marketer.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For decades, the onrush of digital technology has put marketing and IT teams under pressure to adapt to new channels and touchpoints to reach customers as they appeared \u2013 from websites to social media to apps \u2013 so this is nothing new.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" height=\"576\" width=\"1024\" src=\"https:\/\/www.capgemini.com\/us-en\/wp-content\/uploads\/sites\/30\/2026\/10\/The-risk-of-the-accelerating-customer_1.jpg?w=960\" alt=\"\" class=\"wp-image-768640\" srcset=\"https:\/\/www.capgemini.com\/us-en\/wp-content\/uploads\/sites\/30\/2026\/10\/The-risk-of-the-accelerating-customer_1.jpg 1280w, https:\/\/www.capgemini.com\/us-en\/wp-content\/uploads\/sites\/30\/2026\/10\/The-risk-of-the-accelerating-customer_1.jpg?resize=300,169 300w, https:\/\/www.capgemini.com\/us-en\/wp-content\/uploads\/sites\/30\/2026\/10\/The-risk-of-the-accelerating-customer_1.jpg?resize=768,432 768w, https:\/\/www.capgemini.com\/us-en\/wp-content\/uploads\/sites\/30\/2026\/10\/The-risk-of-the-accelerating-customer_1.jpg?resize=1024,576 1024w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">However, AI is shifting consumer behavior to a new speed. It\u2019s no longer just about the channels they use, but about creation itself, with the boundaries between \u201cprofessional\u201d and amateur content already becoming almost indistinguishable.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This is leading to marketing teams feeling outpaced by the people they\u2019re meant to understand. They feel the urgency to match their speed of movement and raise the bar of content through the very same technology.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">While marketing wrestles with optimizing for the current chaos of journeys that span channels, campaigns, and funnels, customers are moving in a different direction, turning to AI agents and large language model (LLM) platforms like ChatGPT and Google Gemini.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">These tools go beyond traditional search engines to help them get results based not just on keywords but on intent. &nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Showing up in these LLM searches is critical; equally important is ensuring your brand stands out in a market filled with content \u201cslop\u201d \u2013 low-quality AI-generated spam. How do you ensure you\u2019re positioned to meet your customers\u2019 expectations while maintaining authenticity and brand voice?<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Reevaluating a knee-jerk reaction to AI disruption<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Many brands hastily dove into the AI tool pool with expectations of fast outcomes, with no intention of carving out an AI-native marketing trajectory. What they got instead was integration complexity and unclear value paths.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">As organizations strive to keep pace with AI capabilities that seem to get better by the day, they find themselves confronted with a paradox. The proliferation of tools and features that were supposed to improve marketing operations has instead increased its complexity.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Rather than simplifying workflows, the stacking of new AI tools often results in a more encumbered ecosystem that demands greater integration and oversight from marketing teams. As Katherine-Margaux Longest from beauty brand Naturium puts it: \u201cInvesting in AI and tools to drive efficiency is important, but it\u2019s not the definitive solution. Real progress comes from clarity of purpose and a disciplined focus on how to achieve it.\u201d<sup>1<\/sup><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A goal many organizations establish is automation \u2013 long hailed as one of AI\u2019s greatest strengths, offering the potential to reduce manual effort and boost productivity. But we must be careful in deciding where AI eliminates manual effort altogether. It must not come at the expense of forgoing human creativity and ingenuity when it makes sense as an input.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Disciplined focus is all about lockstep coordination between departments. For instance, organizations must figure out how their AI integrations can satisfy both the technical requirements demanded of IT and the operational objectives sought by marketing.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Underpinning all of this is the new operating model, which may require marketers to adapt their roles, skill sets, and mindsets. Just as AI can transform marketing for the better, it can also become a source of major disruption to old ways of working. Imagine installing a state-of-the-art engine into a car that wasn\u2019t built to withstand the extra power and speed. It can easily overwhelm the existing structure. A recent Capgemini Research Institute survey revealed that only 15% of marketing leaders think their current operating model enables high-value work.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Today\u2019s CMO has a difficult job: 65% believe that AI will dramatically change their role within the next two years.<a href=\"#_ftn1\" id=\"_ftnref1\">[1]<\/a> Yet, with fewer resources (marketing spend remains stuck at 5\u20136% of revenue),<a href=\"#_ftn2\" id=\"_ftnref2\">[2]<\/a> they\u2019re expected to innovate with AI and manage an increasingly complex marketing stack.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">While there is strong enthusiasm for AI adoption (AI in marketing is on pace to surpass $107B by 2028, up from nearly $47B in 2025),<a href=\"#_ftn3\" id=\"_ftnref3\">[3]<\/a> the mentality of many remains focused on incremental AI-enabled solutions, rather than deeper transformation.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">So, what does AI-native really look like in practice?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Check out our follow-up article, \u201cActivating AI-native marketing,\u201d where we describe the transformation and how to get you moving.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Contact us \u2013 for more information.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"#_ftnref1\" id=\"_ftn1\">[1]<\/a> <ins><a href=\"https:\/\/www.gartner.com\/en\/newsroom\/press-releases\/2026-02-23-gartner-survey-reveals-cmo-ai-blind-spot-as-65-percent-expect-role-disruption-yet-only-32-percent-say-significant-skill-changes-are-needed\">https:\/\/www.gartner.com\/en\/newsroom\/press-releases\/2026-02-23-gartner-survey-reveals-cmo-ai-blind-spot-as-65-percent-expect-role-disruption-yet-only-32-percent-say-significant-skill-changes-are-needed<\/a><\/ins><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"#_ftnref2\" id=\"_ftn2\">[2]<\/a> <ins><a href=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2025\/11\/Final-Web-Version-Report-CMO-Playbook.pdf\">https:\/\/www.capgemini.com\/wp-content\/uploads\/2025\/11\/Final-Web-Version-Report-CMO-Playbook.pdf<\/a><\/ins><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"#_ftnref3\" id=\"_ftn3\">[3]<\/a> <ins><a href=\"https:\/\/www.statista.com\/topics\/5017\/ai-use-in-marketing\/#topicOverview\">https:\/\/www.statista.com\/topics\/5017\/ai-use-in-marketing\/#topicOverview<\/a><\/ins><\/p>\n<\/div><\/div><\/div><\/div><\/div><\/section>\n\n\n\n<section class=\" section section--expert-slider wrapper-people-slider wp-block-cg-blocks-wrapper-people-slider\"><div class=\"container\"><div class=\"row\"><div class=\"content-title col-12 col-md-8\"><h2 data-maxlength=\"34\" class=\"people-heading-title\">Author<\/h2><\/div><\/div><\/div><div class=\"slider slider-boxed\"><div class=\"container\"><div class=\"slider-window\"><div class=\"slider-list\">\t\t<div class=\"slide\">\n\t\t\t<div class=\"box\">\n\t\t\t\t<div class=\"row\">\n\t\t\t\t\t<div class=\"col-md-6 col-lg-4 box-img-wrapper\">\n\t\t\t\t\t\t<img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/www.capgemini.com\/us-en\/wp-content\/uploads\/sites\/30\/2026\/04\/Abi-Feseha.jpg\" alt=\"Abi Feseha\"\/>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div class=\"col-md-6 col-lg-8 box-inner\">\n\t\t\t\t\t\t<div class=\"row title-social-media-header\">\n\t\t\t\t\t\t\t<div class=\"col-md-12 col-lg-6 mbl-social-icon\">\n\t\t\t\t\t\t\t\t<ul class=\"social-nav\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li><a aria-label=\"Linkedin\" target=\"_blank\" title=\"Opens in a new window\" href=\"https:\/\/www.linkedin.com\/in\/afeseha\/\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><\/a><\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"col-md-12 col-lg-6 box-container\">\n\t\t\t\t\t\t\t\t<div class=\"box-title\">\n\t\t\t\t\t\t\t\t\t<h3 class=\"people-profile-title\">Abi Feseha<\/h3>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span>Global Offer Leader Marketing<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"col-md-12 col-lg-6 social-box-container dkt-social-icon\">\n\t\t\t\t\t\t\t\t<ul class=\"social-nav\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li><a aria-label=\"Linkedin\" target=\"_blank\" title=\"Opens in a new window\" href=\"https:\/\/www.linkedin.com\/in\/afeseha\/\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><\/a><\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"people-info\">Abi is a digital transformation leader at Capgemini, specializing in marketing and customer experience. As Head of Digital Marketing Americas and Global Marketing Offer Lead, she develops innovative marketing solutions for clients. With extensive consulting experience, she has led transformative engagements for Fortune 500 companies, focusing on data-driven insights, emerging technologies, and human-centered methodologies to drive business outcomes.<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\n\n\t\t<div class=\"slide\">\n\t\t\t<div class=\"box\">\n\t\t\t\t<div class=\"row\">\n\t\t\t\t\t<div class=\"col-md-6 col-lg-4 box-img-wrapper\">\n\t\t\t\t\t\t<img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/www.capgemini.com\/us-en\/wp-content\/uploads\/sites\/30\/2021\/05\/frog-TL-Photo-Steve-Hewett.png\" alt=\"Steve Hewett\"\/>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div class=\"col-md-6 col-lg-8 box-inner\">\n\t\t\t\t\t\t<div class=\"row title-social-media-header\">\n\t\t\t\t\t\t\t<div class=\"col-md-12 col-lg-6 mbl-social-icon\">\n\t\t\t\t\t\t\t\t<ul class=\"social-nav\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li><a aria-label=\"Linkedin\" target=\"_blank\" title=\"Opens in a new window\" href=\"https:\/\/uk.linkedin.com\/in\/stephenandrewhewett\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><\/a><\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"col-md-12 col-lg-6 box-container\">\n\t\t\t\t\t\t\t\t<div class=\"box-title\">\n\t\t\t\t\t\t\t\t\t<h3 class=\"people-profile-title\">Steve Hewett<\/h3>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span>Global Leader for Technology &amp; Data, frog<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"col-md-12 col-lg-6 social-box-container dkt-social-icon\">\n\t\t\t\t\t\t\t\t<ul class=\"social-nav\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li><a aria-label=\"Linkedin\" target=\"_blank\" title=\"Opens in a new window\" href=\"https:\/\/uk.linkedin.com\/in\/stephenandrewhewett\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><\/a><\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"people-info\">Steve specializes in the digital transformation of &#8216;retailing&#8217; &#8211;  he is leading our offer development for how generative AI will impact the e2e CX of our clients and their customers &#8211;  from how it will help to set new customer experience strategies &#038; develop new propositions to how it will transform digital marketing, omni- commerce,  store experience &#038; operations, customer service, and CRM &#038; Loyalty.   <\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div><\/div><\/div><div class=\"slider-nav\"><button class=\"slider-prev inactive\" aria-label=\"Slider-previous\" tabindex=\"-1\"><\/button><ul class=\"slider-paginator\"><\/ul><button class=\"slider-next\" aria-label=\"Slider-next\"><\/button><\/div><\/div><\/section>\n\n\n<section class=\"section section--expert-perspectives\"><div class=\"container\"><div class=\"row\"><div class=\"content-title col-12 col-md-8\"><h2 class=\"expert-heading\">Related Articles<\/h2><\/div><\/div><div class=\"expert-prospective-container\"><div class=\"row\"><div class=\"col-12 col-md-4 row-space\"><div class=\"box\"><div class=\"box-img-wrapper\"><a href=\"https:\/\/www.capgemini.com\/us-en\/insights\/expert-perspectives\/activating-ai-native-marketing\/\" aria-label=\"Activating AI-native marketing\" tabindex=\"-1\"><img decoding=\"async\" class=\"box-img\" alt=\"\" src=\"https:\/\/www.capgemini.com\/us-en\/wp-content\/uploads\/sites\/30\/2026\/10\/AR2-AI-Native-Dotcom-2.jpg?w=600&#038;quality=70\" style=\"object-position: 50% 50%; object-fit: cover;\" loading=\"lazy\" \/><\/a><\/div><div class=\"box-inner\"><div class=\"box-tag\">Customer experience<\/div><a class=\"content-box-title\" href=\"https:\/\/www.capgemini.com\/us-en\/insights\/expert-perspectives\/activating-ai-native-marketing\/\" aria-label=\"Activating AI-native marketing\"><h3 class=\"expert-subtitle\">Activating AI-native marketing<\/h3><\/a><div class=\"box-bottom\">\n\t\t   <div class=\"box-logo\"><img decoding=\"async\" class=\"light\" loading=\"lazy\" alt=\"Capgemini\" src=\"https:\/\/www.capgemini.com\/us-en\/wp-content\/themes\/capgemini2025\/assets\/images\/cg-logo-blue.svg\" \/><img decoding=\"async\" class=\"dark\" loading=\"lazy\" alt=\"Capgemini\" src=\"https:\/\/www.capgemini.com\/us-en\/wp-content\/themes\/capgemini2025\/assets\/images\/cg-logo-white.svg\" \/><\/div><div class=\"date-name-info\"><div class=\"author-text\">Capgemini<\/div><div class=\"date-text\">Apr 15, 2026<\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/section>","protected":false},"excerpt":{"rendered":"<p>Why more AI tools won\u2019t maximize marketing impact<\/p>\n","protected":false},"author":6434,"featured_media":768641,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"cg_dt_proposed_to":[],"cg_seo_hreflang_relations":"[{\"uuid\":\"55a70c74-de17-40aa-9c48-f8cb3d071b77\",\"blogId\":\"30\",\"domain\":\"www.capgemini.com\",\"sitePath\":\"\/us-en\/\",\"postLink\":\"https:\/\/www.capgemini.com\/us-en\/2026\/10\/14\/why-more-ai-tools-wont-maximize-marketing-impact\/\",\"postId\":768639,\"isSaved\":false,\"isCrossLink\":false,\"hasCrossLink\":false,\"hreflang\":\"\",\"link\":\"\"}]","cg_seo_canonical_relation":"","cg_seo_hreflang_x_default_relation":"","_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"cg_dt_approved_content":true,"cg_dt_mandatory_content":false,"cg_dt_notes":"","cg_dg_source_changed":false,"cg_dt_link_disabled":false,"_yoast_wpseo_primary_brand":"","_jetpack_memberships_contains_paid_content":false,"footnotes":"","featured_focal_points":"","jetpack_post_was_ever_published":false},"categories":[1],"tags":[],"brand":[],"service":[],"industry":[],"partners":[],"blog-topic":[152],"content-group":[],"class_list":["post-768639","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","blog-topic-customer-experience"],"yoast_head":"<!-- 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