AI Is Amplifying Marketing's Weaknesses, Not Fixing Them
Two-thirds of American marketers would fail a basic test on positioning, research methods, and omnichannel strategy. Yet 84% rate themselves above average. That gap is about to get worse, not better, as AI accelerates the output of teams that haven't mastered the fundamentals.
Ethan Braden, Vice President and Chief Marketing and Communications Officer at Texas A&M University, has spent more than a decade watching this problem compound. His previous work at Eli Lilly showed him what disciplined marketing looks like at scale. Now he's pushing back against an industry that's moving fast and feeling good about it-without checking whether the work actually works.
"The biggest risk now is that AI can create the illusion of progress, but effectiveness still comes down to a few timeless principles," Braden said. "The advantage goes to organizations that pair new tools with real understanding."
Speed Without Strategy Is Just Noise
AI doesn't fix weak strategy. It scales it. A flawed campaign with better formatting and more volume is still flawed.
Braden uses a golf analogy. Give an untrained golfer the best clubs in the world, and they'll hit the ball farther-in the wrong direction. AI is the equipment. The fundamentals are the swing. Without the swing, more distance becomes a liability.
At Texas A&M, Braden treats AI as an execution layer, not a substitute for strategy. The university rose to number two on the American Caldwell Global Campus Visibility Index under his leadership, surpassing UCLA, University of Michigan, and UC Berkeley. That result didn't come from moving faster. It came from moving smarter.
The Training Gap Is Real
Marketers with formal training are six times more likely to pass foundational tests on positioning, research, and omnichannel strategy. That's not a small difference.
Braden points out that no one wants a self-taught surgeon. Yet marketing often gets treated like improvisation. Organizations that build shared understanding through structured development produce more consistent and effective work. Without that grounding, activity accumulates without translating into results.
At Texas A&M, Braden's team participates in programs like Mark Ritson and Adweek's Mini MBA to establish a shared foundation. His goal: train at least 20% of the organization to create what he calls an "unstoppable force" of disciplined marketers.
The Three-Step Plan CMOs Actually Need
Braden's approach is straightforward. Train people properly. Make sure the work actually holds up. Then use AI to scale it-in that order.
- Step one: Build discipline through structured training in core principles.
- Step two: Validate that the work meets standards before scaling it.
- Step three: Use AI to amplify what's already working.
The best marketing teams don't chase every new tool or channel. They execute fundamentals consistently. That consistency is what creates competitive advantage in an AI-accelerated world.
Convincing the rest of the C-suite requires data. Braden frames the argument alongside other professions: Would you trust a self-taught accountant with your books? A self-taught lawyer with your contracts? The payoff shows up over time-consistent growth, stronger performance, and fewer surprises.
For PR and communications professionals, the lesson is the same. AI for Marketing works best when strategy is sound. If you're responsible for scaling output with AI, start by ensuring your fundamentals are solid. Consider exploring AI Learning Path for CMOs to build that foundation with your team.
"The understanding of omnichannel marketing, penetration and positioning, and qualitative versus quantitative marketing are at the bedrock of the discipline," Braden said. "If I don't know those, I'm throwing spaghetti on the wall."
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