There’s a new AI model every few months, and AGI is always “right around the corner”. But what if AI never got better than it is today? Honestly, it wouldn’t matter. It’s already more than good enough. The problem isn’t the tech, it’s how we’re using it.
In a McKinsey 2025 survey, the single biggest driver of AI value wasn’t frontier models, it was redesigning workflows and embedding tools into real processes. Marketing and sales are already leading on adoption, but most firms haven’t rewired how work actually gets done. That’s why enterprise-wide gains are still lagging.
So yes, AI is already potent. The issue is us. We’re still clumsy with it.
Take content creation. I’ve tested a hundred AI “content tools”. Most are terrible. I even built my own split-screen thing - brief on one side, sentence-by-sentence prompting on the other. Promising, but not there yet. Tools like Jasper? Definitely not it.
And Agent platforms? The “I automated my lead-gen and now customers arrive on auto-pilot” stuff is fantasy. Anything starting with a ChatGPT style interface? I’m out.
But I’ve seen glimpses. There is something in agents, just not in the way it’s being sold today. We’re at the toddler stage.
What we really need isn’t bigger models. We need sharper UI, better UX, and smarter workflows. That’s what will actually move the needle in marketing with AI. Until then, all the model hype is just noise.
[link] [comments]