{"id":7027316,"date":"2026-08-04T19:40:15","date_gmt":"2026-08-04T19:40:15","guid":{"rendered":"https:\/\/peraltafinancing.com\/advertising\/dismantling-the-ai-marketing-mammoth\/"},"modified":"2026-08-04T19:40:15","modified_gmt":"2026-08-04T19:40:15","slug":"dismantling-the-ai-marketing-mammoth","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=7027316","title":{"rendered":"Dismantling the AI Marketing Mammoth"},"content":{"rendered":"


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This article first appeared in the Marketing Fix Substack. Subscribe here<\/a> for a bi-weekly (Fridays) delivery of hands-on marketing tactics based on 12y of growth roles in 50+ tech companies in the EU, UK, and US. <\/em><\/p>\n

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I put off starting this article on marketing AI armageddon for over a week. <\/p>\n

The mental overload from infinite AI use cases is real. <\/p>\n

To the point that, finally, to give this sense of chaos a tangible image, my brain time-travelled 2 million years back to Pleistocene.<\/p>\n

The image that arose in my head at 9pm on a Wednesday evening was of a woolly mammoth.<\/p>\n

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Rouffignac cave, France<\/figcaption><\/figure>\n

A dead woolly mammoth, to be exact.<\/p>\n

(Certainly not what ChatGPT would suggest. All for the better, perhaps\u2026)<\/p>\n

So here we are, in the early Pleistocene.<\/p>\n

The planet is much warmer and wet. All across African savannahs, herds of proboscideans (mammoth ancestors the size of small trucks) are crunching on shrubs and twigs.<\/p>\n

Then, sadly, one of them is taken down by an ancient pathogen.<\/p>\n

There it is, laying in the tall grass, waiting to be eaten by the first Homo habilis to come upon a dead mammoth.<\/p>\n

Imagine a hairy human ancestor\u2014let\u2019s call him Charlie.<\/p>\n

Out on his daily hunt, Charlie finds the brown mountain of meat. He doesn\u2019t know it\u2019s a miniature mammoth. What he does know is that his fifteen children are hungry, and animal meat very yummy.<\/p>\n

Now, put yourself in the shoes (pardon, an anachronistic pun) of Charlie.<\/p>\n

You\u2019re a tiny human standing beside a huge mammoth cadaver, unsure what to do about it.<\/p>\n

At first, you walk a few circles around the animal, contemplating not whether, but how, to break it apart. You shrug, then shiver at the thought of having to tear the whole thing to pieces and carry it home. It would take you several days, 100 kilometres back-and-forth. You\u2019d rather leave it there, go home to a cave and bring it up again.<\/p>\n

Soon, it will all come to seem like a distant bad dream.<\/p>\n

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The AI marketing mammoth<\/h2>\n

The mammoth is a fitting metaphor to describe how most marketers feel about AI.<\/p>\n

It\u2019s something supposedly good. But it\u2019s also horribly big. Too big to make heads or tails of it.<\/p>\n

And yet, you read another LinkedIn post and decide to check out Claude Code. First, you shrug. Then, you shiver. And because it\u2019s a capitalist tech-driven world, you take out your stone dagger (trackpad) and cut (tap) into the pelt (signup button).<\/p>\n

Yuck.<\/p>\n

This was my first thought, too, when downloading Claude Desktop 6 weeks ago.<\/p>\n

Then, I took some days to read my favourite marketing newsletters\u2019 recent archives. When I returned to the real world, my eyes were sore and my head haloed with an artificial 3D ring.<\/p>\n

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The AI overwhelm is real<\/h2>\n

The key reason for marketers being stressed out over AI is that we look at it as one huge beast.<\/strong><\/p>\n

While, in fact, it\u2019s an entire marketing team.<\/strong><\/p>\n

Just like a mammoth has legs, trunk, and belly, your marketing team is made up of several specialists.<\/p>\n

But read five posts on your LinkedIn feed, and your mind reels. AI-led sales outreach, blog post generation, ASO optimisation, marketing asset design, etc. etc. etc. And you, feeling like I need to do it all NOW.<\/p>\n

Because only a loser couldn\u2019t implement 10 commandments by 10 diverse marketing experts in one week. Because only the bad marketers, soon to be replaced by AI, would fail to set up 100 new Claude Code skills and foundations and grow their company\u2019s blog traffic + inbound leads 700% MoM in three months.<\/p>\n

Right?<\/p>\n

Ummm\u2026 There used to be LinkedIn posts about CMOs explaining to CEOs why this can\u2019t be done.<\/p>\n

I want to return to that pre-AI world.<\/p>\n

But of course, I can\u2019t.<\/p>\n

To stay competitive as a marketer in 2026, you have to adopt AI to some extent.<\/strong><\/p>\n

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Deconstructing the AI marketing mammoth<\/strong><\/h2>\n

The most helpful thing for me, when returning to the marketing realm after 8 months of writing my sci-fi novel, was to deconstruct the AI machine.<\/p>\n

It\u2019s really not that different from joining a new company as marketing lead. Which is exactly what happened as I joined Roleo as their part-time founding CMO.<\/p>\n

If you\u2019re a full-stack marketing lead, you want to do (read: rescue) everything at once. There are obvious fires to put out. Meanwhile, you\u2019re supposed to build a long-term marketing strategy, set up KPI tracking, launch paid advertising, and set up social media accounts. Not to speak of product launch support and website revamp.<\/p>\n

It\u2019s the same way with AI.<\/p>\n

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The abundance of AI use cases in marketing leads to decision fatigue and paralysis.<\/em><\/p>\n<\/blockquote>\n

According to thousands of LinkedIn posts by the \u201cexperts\u201d who use ChatGPT to scrape and rephrase their \u201cexpertise\u201d into \u201ccomment for skills\u201d posts, you should use AI for everything.<\/p>\n