"But we're entering a new era now. Call it the "Reputation" phase, which is darker, edgier, and entirely focused on receipts. A sign of this shift was in the headlines recently, blaring about Microsoft lowering its AI sales targets. The hot takes rushed in to frame it as a disappointment, a slowdown, and even a sign that enterprise demand is cooling."
"Another sign is how the questions leaders are asking have started to mature: Does this actually work inside my business? Does it connect to our stack? Does it move revenue? Leaders are getting smarter and choosier. It confirms what many CMOs have suspected: We don't need more tools. We need orchestration across the tools, so we use what we have more effectively and cohesively."
"This shift comes as the broader AI market remains unsettled. Nearly 40% of U.S. consumers have tried generative AI, but only half use it regularly, according to eMarketer. Platform loyalty is fluid. ChatGPT's global traffic share fell from 86.6% to 72.3% in a year, while Google Gemini tripled to 13.7%. For marketers, this volatility means orchestration is critical to future-proof against a fragmented ecosystem."
AI adoption is moving from an exploratory 'gold rush' phase to a 'reputation' phase focused on measurable results and accountability. Microsoft lowering AI sales targets signals market maturation and a shift toward production-ready deployments. Business leaders now prioritize whether AI solutions work inside their operations, integrate with existing stacks, and drive revenue. Marketers require orchestration across existing tools rather than additional point solutions to use capabilities more effectively. Nearly 40% of U.S. consumers have tried generative AI but only half use it regularly, and platform loyalty is shifting between ChatGPT and Google Gemini. Orchestration becomes critical to withstand ecosystem fragmentation and convert pilots into scalable outcomes.
Read at MarTech
Unable to calculate read time
Collection
[
|
...
]