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December 15.2025

2 Minutes Read

Why AI is Bad at Being Cool: Insights from 2025 for Marketers

AI-driven marketing strategies 2025 interface with vibrant data display.

AI's Struggles with Coolness: Marketers Speak Out

As we delve into 2025, it's evident that artificial intelligence (AI) is reshaping marketing strategies. However, a recurrent theme emerges: AI isn't quite as adept at being "cool" or creative as human marketers. This realization is powerfully articulated by Amy Marino, a Senior Director at HubSpot, who highlights that the hype surrounding AI replacing creative roles is overstated. Instead, AI has proven invaluable as a collaborative tool that enhances the creativity of human strategists.

The Importance of Simple Tweaks

In a conversation with HubSpot marketers, several shared insights on how incremental changes can lead to impactful results. Adam Biddlecombe, an AI media strategist, emphasizes the importance of simplifying AI applications in daily routines. Rather than overcomplicating tasks with advanced AI projects, he advocates for small, manageable implementations, like summarizing notes or organizing ideas into structured campaigns. This straightforward approach can significantly boost productivity and clarity.

The Shift in Marketing Mindset

2025 has prompted many marketers to rethink their strategies. Nuriel Canlas, another HubSpot Senior Marketer, found that relinquishing the need for a rigid playbook allowed for greater agility and creativity in tackling challenges. This shift in mindset appears to be a common theme across marketing teams striving to integrate AI as a seamless extension of their efforts rather than a separate entity.

Measuring the Unmeasurable: Embracing Creativity Beyond Metrics

The traditional notion that every marketing initiative must be quantifiable is rapidly changing. Jonathon McKenzie, a Head of Brand Paid Media, noted a significant shift when he abandoned this mindset. By investing in brand awareness efforts that couldn’t be easily measured, his team saw rejuvenated interest and engagement that might have otherwise gone unnoticed. This underscores the necessity of embracing creativity and brand storytelling in an age of analytics.

Conclusion: Navigating AI's Growing Role

It’s clear from the experiences shared by HubSpot marketers that while AI is a powerful tool, its lack of "coolness" means it cannot replace the nuanced creativity and strategic thinking of human marketers. As we continue to navigate this evolving landscape, marketers are finding new ways to leverage AI while preserving the heart of their creative processes.

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Why AI is Bad at Being Cool: Insights from 2025 for Marketers

AI's Struggles with Coolness: Marketers Speak Out

The Importance of Simple Tweaks

The Shift in Marketing Mindset

Measuring the Unmeasurable: Embracing Creativity Beyond Metrics

Conclusion: Navigating AI's Growing Role

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