Do More: Approach AI with an abundance mindset.

Key Takeaways

Address the Widespread AI Value Gap: Don't be discouraged by the lack of returns, as 74% of companies struggle to get value from AI investments and 66% cannot identify the ROI. The solution is to move past the hype and implement practical strategies that deliver measurable, actionable impact.

Leverage Practical Tools for Brand and Creative Scale: Use platforms like Canva Enterprise to manage your brand globally, empowering teams with brand kits and automated workflows to ensure consistency and efficiency. For creative production, adopt a specialized stack of AI tools—like MidJourney for backgrounds or Adobe Photoshop for model swaps—to break through common bottlenecks.

Prepare for the Agentic AI Workforce: The next major shift is "agentic AI," where autonomous AI agents will function as "digital workers" to handle repeatable, mundane tasks like managing CRM workflows or processing thousands of creative assets. This will free up your human team to focus on high-value work like strategy and storytelling.

Implement a "Crawl, Walk, Run" Adoption Strategy: Successful AI integration is a gradual process, not a massive overhaul. Start with off-the-shelf tools, ensure goal alignment by securing leadership buy-in, and promote cross-functional collaboration to embed AI into your team's everyday processes.

In fact, 74% of companies struggle to achieve value from their AI investments, and 66% can’t pin down the ROI they were promised​​.

It doesn’t have to be this way.

In our latest Futureproof Project virtual session, 30 CMOs and Traction subject matter experts came together to delve into the real conversations that marketers are having about AI. We explored practical strategies to demystify AI adoption, and to make it less about hype and more about actionable impact.

1. The Current Landscape of AI in Marketing

“Marketing AI” is the gluten-free of the ad world—it’s a label you see everywhere, but it’s not all that clear what it truly means for your business.

While the potential is immense, marketers face challenges ranging from IT bottlenecks to governance issues. The disillusionment is real: Only 4% of companies report substantial value from their AI efforts. It’s clear that without the right frameworks, AI risks becoming just another overhyped tool​​.

2. Enabling Global Brand Management with Canva Enterprise

One of the most practical solutions discussed was Traction’s partnership with Canva Enterprise. Imagine creating a quarter’s worth of content in just one day without ever hearing “that’s off-brand” again. For marketing leaders, tools like Canva represent not just efficiency but a path to creating meaningful, aligned work.

This platform is a game-changer for brand management at scale:

Traction Solutions for Canva Enterprise

To help brands unlock the full potential of Canva Enterprise, Traction offers tailored solutions at every stage:

Whether you’re looking to streamline workflows, empower your team, or scale creative production globally, Traction and Canva Enterprise can help you get there.

3. From Workflows to Creative Scale: Harnessing AI for Production

Creative bottlenecks have long been a challenge for marketers, but AI is shifting the focus from tedious production tasks to ideation and innovation. The key lies in understanding that every task requires its own workflow and the right tool for the job.

For example:

In one experiment, an AI-generated background was so lifelike that even industry professionals couldn’t tell it apart from the original. With these tools at your disposal, scalability becomes more than just efficiency—it transforms how we create and connect with audiences on a deeper level.

4. Agentic AI: The Workforce Revolution

Enter agentic AI—the next frontier. Agents will be everywhere in 2025.

AI-powered agents can master repeatable tasks, like managing CRM workflows or processing thousands of creative assets in minutes. They’re not just assistants but autonomous workers capable of learning and improving as they go. With AI managing the mundane, routine operations, your teams can focus on the work they do best: strategy and storytelling.

The diagram below illustrates an example of a workflow in the fashion industry. It shows where agents can supplement humans as "digital workers" to handle repeatable tasks within and across multiple platforms in a creative asset workflow.

5. Getting Started: The Three Pillars of AI Adoption

Traction recommends a “crawl, walk, run” approach to AI adoption:

Success lies not in boiling the ocean but in taking small, actionable steps that lead to long-term transformation​. To learn more about Traction’s framework for AI Adoption, drop us a line.

The narrative around AI often leans into complexity and hype, but the reality is more accessible: the tools and strategies to start generating value are already within reach. From leveraging solutions like Canva Enterprise to refining production through AI-driven workflows and exploring the potential of agentic AI, the path to impactful implementation is clear.

The real challenge isn’t the technology—it’s how we choose to use it. AI won’t take your job. But the marketer who knows how to effectively integrate AI into their toolkit? They’ll be the one to drive the next wave of innovation.

Now is the time to embrace AI as a partner, not a threat, and unlock its potential for your team and brand.

Action Items for Marketers:

Join the conversation at Traction, we believe in building a community of learners. Let’s tackle AI adoption together—reach out to explore how we can accelerate your journey.

Frequently Asked Questions About AI in Marketing

Q1: Why are so many marketers struggling to get ROI from AI?

A1: Many marketers are struggling because they are caught between the hype and the practical realities of implementation. According to the sources, 74% of companies find it difficult to achieve value from their AI investments, and 66% can’t identify the ROI they were promised. The challenges range from IT bottlenecks and governance issues to a lack of the right frameworks, leading to widespread disillusionment where only 4% of companies report substantial value from their AI efforts.

Q2: How can AI tools like Canva Enterprise improve marketing efficiency and brand management?

A2: Platforms like Canva Enterprise are a game-changer for managing a brand at scale by empowering teams while ensuring consistency. Key benefits include:
Publishing Brand Kits: This allows global teams to create content independently while staying on-brand, turning weeks of approvals into hours of production.
Automating Data in Reports: It can auto-fill reports with real-time data, eliminating manual entry and freeing teams to focus on strategic analysis.
Integrating with your Martech Stack: Using the Connect API, you can seamlessly integrate Canva with your existing tools to automate content workflows and distribution.

Q3: What are some practical examples of AI tools for scaling creative production?

A3: The key to scaling creative production is using the right AI tool for each specific task in the workflow. Instead of a single solution, marketers can use a specialized stack of tools. For example:
Backgrounds: MidJourney excels at generating high-quality, realistic backdrops.
Color or Model Swaps: Adobe Photoshop Beta has built-in tools for these detailed adjustments.
Fashion Asset Draping: Botika is highly effective for overlaying 2D assets onto generated models.
3D-Generated Visuals: For assets created in tools like Browzwear, La La Land can produce stunning, photo-realistic results.

Q4: What is agentic AI and how will it impact marketing teams?

A4: Agentic AI is the next frontier in artificial intelligence, expected to be widespread in 2025. These are autonomous AI agents that act as "digital workers" capable of learning and mastering repeatable, mundane tasks. For marketing teams, this means agents can handle operations like managing CRM workflows or processing thousands of creative assets in minutes. This shift will free up human teams to focus on high-value work they do best, such as strategy and storytelling.

Q5: How can our marketing team get started with AI adoption?

A5: A successful approach is to follow a "crawl, walk, run" strategy rather than attempting a massive overhaul. This involves three pillars:
Technology Infrastructure: Begin by experimenting with off-the-shelf tools that are already available.
Goal Alignment: Ensure AI initiatives have leadership buy-in and fit within the broader company strategy.
People and Processes: Promote cross-functional collaboration to embed AI into everyday workflows and audit your existing Martech stack for integration opportunities.