""Marketers have spent $50bn on generative AI and 95% of it has delivered zero return," the group CEO of Inspired Thinking Group (ITG), Andrew Swinand, tells The Drum, citing an MIT study. He tells us this at the ANA Masters of Marketing in Orlando, where AI hype is reaching fever pitch (every keynote, every corridor conversation, every case study seemingly about the 'AI revolution'), and on the same day that WPP has announced Open Pro, a new edition of its AI marketing platform WPP Open."
"Swinand isn't buying it. "Everyone's been chasing the shiny object," he says. "The real question isn't 'Where should I spend money on AI?' It's 'Where am I already spending money - and how can AI fix it?'" He believes that amid all the noise, marketers have forgotten what AI is actually good for. "There's been too much talk about what AI can make," he says."
Andrew Swinand, group CEO of Inspired Thinking Group, warns that marketers have poured $50bn into generative AI with 95% delivering zero return, citing an MIT study. Industry attention has fixated on generative output rather than operational improvements. Swinand urges CMOs to redirect AI investment toward fixing existing inefficiencies where money is already being spent. He highlights vendor failures that mangled brand assets and produced chaotic results when promised to replace agencies. Swinand moved from leadership roles at Publicis and Leo Burnett to lead ITG's global growth from London after relocating from the US.
Read at The Drum
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