05/29/2026
The biggest threat to enterprise marketing is not AI.
It's organizational self-deception.
Every quarter, leadership teams celebrate:
impressions
traffic
engagement
MQLs
And then, the CFO privately ask:
"Why isn't revenue moving?"
Because marketing has become one of the few corporate functions where activity is routinely confused with progress.
Nobody would celebrate a factory producing defective products faster.
Nobody would celebrate a supply chain delivering inventory nobody wants.
But marketing?
We routinely applaud ourselves for generating demand that never becomes revenue.
AI won't fix that.
In fact, AI may make it worse.
Because it will make producing more activity dramatically easier.
The companies that win over the next decade won't be the ones that create the most content.
They'll be the ones that become brutally honest about which activities actually create enterprise value.