AI can’t be ignored. But it must be used wisely
AI is no longer a futuristic concept -it’s embedded in marketing, sales, and customer engagement. Mid-sized businesses are under increasing pressure to adopt AI to enhance efficiency, but rushing in without a clear strategy, governance, or accountability creates more risks than rewards.
In my experience, businesses eager to implement AI often overlook three major risks: hidden costs, brand reputation risks, and data accuracy. These are not theoretical concerns – I’ve seen firsthand how AI can produce flawed insights, increase costs due to poor integration, and even put brand reputation at risk when used irresponsibly.
The challenge isn’t whether to adopt AI. It’s how to do so responsibly.
AI adoption is a leadership initiative, not just a marketing strategy
The biggest risk isn’t just in how AI is used – it’s in how AI adoption is structured.
AI impacts data governance, security, compliance, and customer trust. That’s why marketing should never be adopting AI in isolation. AI implementation should be a leadership-led initiative, with full alignment between Marketing, IT, Legal, and Risk management.
I’ve seen businesses where Marketing is ‘trailblazing’ AI adoption on its own – only to run into major roadblocks later. Without IT’s involvement, AI tools may not integrate properly, creating inefficiencies or exposing the business to security vulnerabilities. Without Legal’s oversight, AI-driven customer interactions could breach privacy regulations and introduce regulatory risks. And without Risk’s involvement, there’s no clear accountability for AI-generated decisions, no consideration of ethical implications, and no governance frameworks to manage potential AI failures.
The businesses that get AI adoption right have these departments in lockstep – on the same page, working to the same agenda. AI isn’t just about efficiency. It’s about responsible, sustainable innovation.
Depending on how AI is being deployed, other departments – such as HR – may also need to be involved, particularly when AI affects workforce planning, employee training, or recruitment practices. However, for AI adoption in marketing, the three critical functions that must be aligned are IT, Legal, and Risk Management.
The hidden costs of AI
AI is often marketed as a cost-saving tool, but I’ve seen businesses underestimate the hidden costs – from integration challenges to the ongoing need for training and governance.
Businesses invest in AI software but fail to upskill their teams, leaving tools underutilised. Others layer AI tools onto existing systems without assessing whether they integrate properly – creating more inefficiencies, not fewer. Some assume AI will immediately reduce headcount, when in reality, AI is most valuable as a productivity enabler, not a replacement for human expertise.
In my experience, the businesses that succeed with AI take a phased, structured approach. They start small – testing AI on specific tasks before scaling across the business. They also factor in the full cost, including training, compliance oversight, and the time required to embed AI into existing workflows. Businesses that treat AI as a quick-fix solution often find themselves dealing with unforeseen expenses, inefficiencies, and frustration among teams.
AI and brand reputation. The risk of losing control
AI-generated content, automated responses, and predictive analytics can be powerful, but they also come with risks. Without clear guidelines and oversight, AI-driven customer interactions may not always reflect the business’s values or tone.
One of the most widely known failures of AI in Marketing was a major global brand’s chatbot, which started posting offensive messages after learning from user interactions. While this is an extreme case, it highlights a broader issue: AI lacks judgment.
To avoid these risks, businesses need clear policies on where and how AI is used in brand communications. AI can be an excellent tool for efficiency, but human oversight should always be built into the process.
The accuracy trap. AI is only as good as the data behind it
One of the biggest risks I’ve seen in AI adoption is over-reliance on AI-generated insights without questioning their accuracy. AI models can only be as good as the data they’re trained on, and if that data is incomplete, biased, or outdated, the outputs can mislead decision-making.
I encountered this firsthand when using AI-driven insights for a client’s marketing strategy. The AI suggested a highly presumptive marketing narrative, assuming customer motivations that weren’t supported by any actual data. While the AI had identified common themes in industry-wide conversations, it had no real context on this business’s specific audience, market positioning, or brand voice.
Had we simply accepted AI’s output as accurate, the business could have launched a campaign based on assumptions rather than reality. AI can synthesise information quickly, but it can’t apply critical thinking.
The best way to mitigate this risk is to ensure AI informs decisions, not dictates them. AI-generated recommendations should always be validated, and marketing teams must have the ability to question insights and apply human judgment. Businesses that blindly follow AI’s outputs without interrogation are at risk of making costly missteps.
Final thoughts. AI is an accelerator, not an autopilot
AI is most powerful when paired with strong human oversight and a clear governance framework. The businesses that succeed with AI are those that:
- Use AI as a decision-support tool, not an unquestioned authority
- Balance automation with human oversight, ensuring AI enhances rather than replaces expertise
- Prioritise AI governance – protecting customer data, avoiding bias, and ensuring ethical use
- Align AI adoption with IT, legal, and risk – ensuring a structured, compliant, and integrated approach
From my experience, the most important question isn’t ‘should we adopt AI?’ but ‘how do we implement it responsibly?’ Businesses that take a measured, strategic approach will reap the benefits—without the risks outweighing the rewards.
For businesses navigating leadership transitions, leveraging AI effectively can be a game-changer. The question is: is your business adopting AI in a way that is both innovative and responsible?
