The Data Vacuum: Why AI Alone Won’t Save Your Marketing

Let me share a confession: I once thought AI was a kind of marketing wizard. You know—just ask a question, like waving a magic wand, and it would deliver the perfect plan, instantly fixing sales and boosting revenue.

Here's how reality taught me otherwise:

I asked AI one day what would be the best products for a plant nursery client to promote in January. Without batting a digital eyelid, it recommended wreaths and roses. On the surface, that sounded fine so I presented it to the client, who came back to me with a glaring issue: January in Nova Scotia is icy, cold, and absolutely not the season for wreaths or roses. AI had confidently given advice suitable for nurseries in warmer climates or those with year-round flower shops—but not for my client's local, seasonal business.

It was clear: AI was making suggestions based on general patterns, completely disconnected from my client's actual data or regional specifics. I asked if we could use historical sales data instead to validate the model, and once we plugged that in it became clear that seeds and dormant oil is what works.

This moment was eye-opening. AI isn't a magical solution—it's more like a new hire with tons of potential but zero understanding of your unique context. Like any new team member, it needs onboarding. It needs real data, clear rules, and, crucially, feedback about its mistakes.

So, I started sharing actual sales data, regional trends, and past marketing results with the AI. I gave it rules about inventory cycles, seasonal buying patterns, and local climate. Gradually, its recommendations became smarter and more tailored.

What did this teach me? AI isn't meant to replace our decision-making; it's meant to amplify it. But for it to truly shine, you must invest time and effort into training it properly.

Now I approach AI differently. I collaborate with it, feed it real insights, correct its errors, and allow it to learn and adapt—just like a valuable team member. Because the truth is, successful marketing isn’t magic; it’s teamwork, even when your teammate is AI.