South Africa, July 14 -- In marketing, it already feels overused. It has become one of those words that can sound impressive in a boardroom but often means very little in practice. In some cases, it even starts to feel like snake oil.

Every client wants AI. Every business wants to say they are using AI. Some have bought a global tool. Some have an approved platform. Some have had the internal presentation. The box has been ticked. But that does not mean anything has actually changed.

Having an AI tool does not mean your marketing team is more effective. It does not mean your briefs are better. It does not mean your creative rollout is faster. It does not mean your production model is more efficient. It does not mean your people know how...