AI in Marketing: What’s Useful and Where You’re Being Lied to

Every marketer is being told they need to “get on AI” right now. But most businesses don’t actually know what they’re buying. Is it AI? Is it automation? Is it just a GPT in a pretty dress? And more importantly, is it going to save your team time… or become another expensive subscription that doesn’t deliver… Today Matt is sitting down with Zaine, our Head of Investment to talk about where AI is genuinely useful right now, where you’re being sold a dream, and what businesses need to sort out internally before rolling it out. Key moments: 0:00 - What “AI” actually means in marketing (and what’s been rebranded as AI for years)  5:06 - The difference between AI and automation  8:16 - The questions you need to ask before buying any AI tool  15:46 - Where AI is actually useful right now (and where you’re being sold a dream)  17:19 - Will AI replace marketing roles… or just change what you hire for?  19:48 - Why we hired an in-house AI engineer + what that looks like in our business 23:43 - Should you trust tools like Advantage+ and Performance Max with your budget?  28:41 - Why Meta is catching up to Google in ad revenue and what that means for your spend 31:59 - What the next 12–18 months of AI in marketing will really look like  36:04 - IThe one thing to fix in your business before you even think about AI  Connect with Zaine on Linkedin here. If you want the TLDR of what you should actually care about, you're in the right place.  Hit follow because you're not gonna wanna miss these episodes. See the behind the scenes over at @tfm.pod - ⁠https://www.instagram.com/tfm.pod/⁠  Follow the TFM team over at ⁠https://www.instagram.com/tfm.digital/⁠ and ⁠https://www.tiktok.com/@tfm.digital⁠  And ⁠https://www.instagram.com/taylorfielding/⁠ and ⁠https://www.instagram.com/mathewfielding/⁠