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Marketing's Identity Crisis: Why Old Playbooks Fail in AI Era

Marketing faces identity crisis as attribution fails, AI adoption outpaces training, and old playbooks become obsolete. Intention.ly's Kelly Waltrich reveals new strategies.

This news matters because it addresses fundamental shifts affecting how businesses connect with customers in the digital age. The breakdown of attribution models means companies are making marketing decisions based on incomplete data, potentially wasting millions in advertising spend. The AI competency gap threatens to leave organizations behind as competitors master new technologies, while the death of traditional marketing approaches requires complete strategic overhaul. For consumers, this means encountering more authentic, useful marketing content rather than generic sales pitches. For businesses, it represents both a challenge and opportunity to build more meaningful customer relationships through aligned strategies and properly implemented AI tools that enhance rather than replace human insight.