By Vicky Sidler | Published 3 July 2025 at 12:00 GMT

AI’s not going away—but the hype is starting to wear off.

After a year of flashy AI-generated ads that mostly creeped people out, marketers are now focusing on where AI actually adds value: behind the scenes. Tasks like audience targeting, campaign testing, and creative prep are getting faster. But that doesn’t mean every small business should jump on the AI bandwagon without thinking.

Let’s break down what’s actually changing, according to a recent Marketing Dive report—and how to make sure your business doesn’t fall for the shiny penny trap.

TL;DR

Yes, AI is changing marketing—but not always in the way you’d think.

Here’s what small businesses should keep in mind:

• AI is best for grunt work: planning, adapting, and testing.

• It’s not ready to run your brand’s voice or write your ads.

• Blended beats automated: humans still need to lead.

• The more data you have, the more AI can help. But bad data = bad results.

Bottom line? Use AI to work smarter—not to replace your voice.

Why Big Brands Are Backing Off the AI Hype:

In 2024, big names like Coca-Cola and Apple released AI-powered ads that landed with a thud. Audiences found them confusing, robotic, and just plain off.

According to NielsenIQ, AI-generated video ads were rated more “annoying” and “boring” than traditional ones—even when they looked polished. That “uncanny valley” feeling made people tune out instead of buy in.

Even marketers themselves are feeling uneasy. A report from Yieldmo found that 38% of marketers aren’t comfortable using AI in any large-scale campaigns. Instead, most are now using it in quieter ways—like testing ads, researching audiences, or localising content across formats.

So, What Is AI Good For?

The useful stuff happens backstage.

Tools like Adobe Firefly and Google Cloud’s Vertex AI are saving time by helping marketers:

• Adapt images for different platforms

• Plan content using AI-generated storyboards

• Build synthetic audiences to test ad performance

• Spot early signs of churn before customers walk away

Large brands like L’Oréal and Kraft Heinz now say they’re doing in hours what used to take weeks. That’s the kind of time saving every business wants—but the payoff only comes if the inputs are good.

In other words, AI works if your message is already clear. If not, you’re just speeding up confusion.

What This Means for Small Businesses:

As a Duct Tape Marketing Strategist and StoryBrand Guide, I can tell you: strategy beats speed. Always.

AI tools are exploding, and it’s easy to get overwhelmed. The real challenge? Knowing how to use them without breaking what already works.

If your website is unclear, your ads aren’t converting, or your brand feels “meh,” AI won’t fix it. It’ll just help you produce more of the same.

But if your message is strong and your audience is clear, here’s where AI can genuinely help:

• Repurposing content: Turn one blog into email, social, and video formats quickly.

• Testing variations: See which headlines or images get more clicks.

• Audience research: Use AI to find what your ideal customers care about—then speak to it clearly.

Beware the “Now with AI” Trap:

AI slapped onto a weak strategy is like putting a racing engine in a rusted-out car. Doesn’t matter how fast it goes if it’s headed in the wrong direction.

This year, CMOs and agencies are being held to results—not tech labels. The smartest brands aren’t talking about AI. They’re using it quietly to streamline processes and focus human effort where it matters: creative strategy, messaging, and relationships.

What You Should Actually Do:

Here’s what I recommend to my clients at Strategic Marketing Tribe:

1️⃣ Simplify your message first.
If your offer is unclear, AI will only make it worse. Use something like the 5-Minute Marketing Fix to write a one-liner that actually works.

2️⃣ Pick one workflow to improve.
Don’t try to automate everything. Choose one process (like resizing graphics or testing ads) and improve it with AI. Then move to the next.

3️⃣ Stay human.
The brands winning in 2025 are the ones that sound personal. Use AI to assist, not to speak for you.

Want Clarity Before You Add Complexity?

Before you explore a dozen AI tools, make sure your messaging isn’t the real problem.

Grab my free 5-Minute Marketing Fix—it’s a practical tool that helps you write a simple sentence that explains what you do, who you help, and why it matters.

It takes five minutes, and it’ll help every piece of your marketing perform better—AI or not.
👉 Get it here