What really works in AI marketing?
Beyond all the think pieces and vendor-sponsored content, marketers are still hungry for details: Who else is using AI successfully? Specifically, how? Can you show me? This year, our AI Practice Lead Brian Schmid dedicated himself to solving that riddle over more than 20 client engagements. Below is what he found.
In partnership with:
Featuring
Featuring
In partnership with:
How are you going to stand out in 2026?
Buyers are in control of the buying process. Over 70% of it is happening online. And they are putting companies on their short list of vendors that provide value and establish trust with their content.
How are you accounting for this in your 2026 strategy?
You need to stand out. To make sure your buyers notice you. Let us help you build that into your strategy for next year -->
The Revenue Marketer
What really works in AI marketing?
Still chasing 10% efficiency gains?
2023-2025 were the years of experimentation with AI. 2026 is the year to make it transformative. If you're still trying to figure out the strategic advantage AI will bring to your team, we're here to help!
Glittery AI uses rarely drive revenue
There is the AI you read about in the news and on LinkedIn. And then here is the AI that’s actually helping generate persona research, refine target lists, and automate inbound responses. The real stuff isn’t shiny. Brian has narrowed it to five uses he is excited about.
- Deep research → Identify/refine true ideal buyers
- Deep research → More empathetic messaging
- Chat with your CRM → Analyze segments for opportunity
- Synthetic persona → Constructive critiques
- AI editor → Infinite derivatives and ads
Read on for details on how to act on all this.
About the author
Service page feature
Artificial intelligence
Glittery AI uses rarely drive revenue
There is the AI you read about in the news and on LinkedIn. And then here is the AI that’s actually helping generate persona research, refine target lists, and automate inbound responses. The real stuff isn’t shiny. Brian has narrowed it to five uses he is excited about.
- Deep research → Identify/refine true ideal buyers
- Deep research → More empathetic messaging
- Chat with your CRM → Analyze segments for opportunity
- Synthetic persona → Constructive critiques
- AI editor → Infinite derivatives and ads
Read on for details on how to act on all this.
Resources
Our Year of AI: What Brian saw
How does one build a robust, AI-enabled content engine? Can it coax your senior leader to be a less timid thought leader? Where can you find budget, and how do you prove that it’s all working? For eight months of this year Brian pursued answers.
Measuring AI’s impact is critical
Yes AI produced reports / messaging / outreach. But did it work? You must prepare your team to do that difficult thing so many marketing orgs dread: A real split test. You have to run your non-AI campaign or non-AI team alongside the enabled one. Because your goal isn’t to get everyone’s AI approval. It’s to ensure—for yourself, too—that it really works.
Measuring AI’s actual business impact →
Turning your marketing org into an AI ubermachine →
How simulated people are driving real AI adoption at Inverta →
Ready yourself for the coming trough of AI disillusionment
You hear it already on LinkedIn—people are forgoing ChatGPT, doing AI digital detoxes, and questioning, is this even worth it? Every major technology goes through this cycle. The internet was dismissed as a fad. So too social media, iPhones, and at one time, electricity. (Who would ever give up their kerosene? Unthinkable!)
Be ready for the public backlash. Be ready for the tides of executive pressure to reverse. But do not give up those AI pilots because there’s plenty of evidence they do work.
About the author
Service page feature
Artificial intelligence
What really works in AI marketing?
Our Year of AI: What Brian saw
How does one build a robust, AI-enabled content engine? Can it coax your senior leader to be a less timid thought leader? Where can you find budget, and how do you prove that it’s all working? For eight months of this year Brian pursued answers.
Measuring AI’s impact is critical
Yes AI produced reports / messaging / outreach. But did it work? You must prepare your team to do that difficult thing so many marketing orgs dread: A real split test. You have to run your non-AI campaign or non-AI team alongside the enabled one. Because your goal isn’t to get everyone’s AI approval. It’s to ensure—for yourself, too—that it really works.
Measuring AI’s actual business impact →
Turning your marketing org into an AI ubermachine →
How simulated people are driving real AI adoption at Inverta →
Ready yourself for the coming trough of AI disillusionment
You hear it already on LinkedIn—people are forgoing ChatGPT, doing AI digital detoxes, and questioning, is this even worth it? Every major technology goes through this cycle. The internet was dismissed as a fad. So too social media, iPhones, and at one time, electricity. (Who would ever give up their kerosene? Unthinkable!)
Be ready for the public backlash. Be ready for the tides of executive pressure to reverse. But do not give up those AI pilots because there’s plenty of evidence they do work.
Speakers
Other helpful resources
Glittery AI uses rarely drive revenue
There is the AI you read about in the news and on LinkedIn. And then here is the AI that’s actually helping generate persona research, refine target lists, and automate inbound responses. The real stuff isn’t shiny. Brian has narrowed it to five uses he is excited about.
- Deep research → Identify/refine true ideal buyers
- Deep research → More empathetic messaging
- Chat with your CRM → Analyze segments for opportunity
- Synthetic persona → Constructive critiques
- AI editor → Infinite derivatives and ads
Read on for details on how to act on all this.
About the author
Service page feature