AI marketing strategy has transformed from a speculative experiment into a critical business driver, with companies now seeking measurable ROI rather than simply testing capabilities, revealed HubSpot’s senior marketing director APAC, Kat Warboys, at the recent Digital Marketing World Forum (DMWF).
In her session ‘From Hype to Reality: AI’s Evolution from Buzzword to Growth Essential’, Warboys explored how marketers can redefine growth strategies in the AI era while addressing the implementation gap between personal and organisational adoption.
“We’ve moved beyond that initial ‘should we or shouldn’t we’ debate about AI,” explains Warboys. “Now, every business leader I talk to in APAC is asking how they can use AI more strategically – and crucially, how it can drive measurable ROI from day one.”
This evolution reflects a broader maturity in how businesses approach AI adoption. Rather than experimenting with isolated tools, companies seek integrated solutions that deliver immediate business impact.
A year ago, everyone was experimenting with individual AI tools – maybe playing with ChatGPT for content or trying out some basic automation. But today, the successful companies think much bigger and desire immediate impact,” Warboys adds.
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