AI Hype vs Reality: A Marketer’s Guide to Smarter AI Investment

91% of marketers say AI boosted revenue in 2023, but over a third think their business is overspending. This guide cuts through the hype and delivers practical insight into what’s working, what’s not, and how to make your AI budget count.

Based on insights from an exclusive Campaign webinar with senior leaders from Invoca, ContentSquare and Direct Line, this guide gives you a straight-talking breakdown of how to align AI investment with real commercial outcomes.

What’s inside:

• The paradox of AI confidence vs. over-investment
• Where leading marketers are seeing real ROI from AI
• Risks, rewards and how to assess both before you commit
• How to improve customer experience with AI without adding friction
• What a sustainable AI roadmap looks like going into 2025

Contributors include:

• Greg Johnson, CEO, Invoca
• Sam Taylor, former Marketing Director, Direct Line
• Julia Duran, Global Head of ISV Alliances, ContentSquare