AI Isn’t Magic: Why Off-the-Shelf Tools Flop Without Customization

By Kristin Oelke, Managing Director, Growth Services, Brightrose Ventures, and author of Trust: Unlocking B2B Growth in Today’s AI World

Raise your hand if you’ve bought an AI tool that promised to “transform” your GTM. 🙋‍♀️ You plug it in, expect fireworks, and… crickets. Instead of saving time, you spend hours tweaking prompts, fixing bad data, or wondering why your shiny new AI isn’t delivering results.

You’re not alone. According to PwC’s 2024 AI Business Survey, 72% of companies say their AI initiatives underperform because they’re not integrated with existing processes.

Translation? Buying AI is easy. Making it work is hard.

The problem isn’t the tool—it’s the lack of customization. AI needs to be trained on your workflows, aligned with your sales and marketing goals, and connected to your tech stack. Without that, it’s just a smart toy sitting on the shelf.

Think of it like buying a treadmill. If it’s in your basement collecting dust, it’s not making you healthier. You need a program, a routine, and accountability.

At Brightrose Ventures, we go beyond plug-and-play. Our AI Agent Development service builds purpose-built AI for your sales, marketing, and customer success teams—integrated, customized, and ROI-focused from day one.

Because AI isn’t magic. But the right strategy + customization? That’s where the fireworks begin.

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About Kristin Oelke

Kristin Oelke brings 20 years of experience modernizing and scaling marketing functions across Big Tech, high-growth startups, and global partner ecosystems. She partners with investors, founders, and C-Suite leaders to design and execute strategies that drive measurable revenue impact.

She is also a frequent speaker and the author of TRUST: Unlocking B2B Growth Strategies in Today’s AI World, where she explores how companies build credibility, reduce buyer friction, and scale predictably through transparent execution, public proof points, and trust-driven content.

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FAQs

What are the top reasons SMB and mid-market tech companies work with advisory firms?

Companies partner with advisory firms to tap into battle-tested expertise, access fractional support without long-term overhead, and gain faster connections to trusted resources proven to work with early-stage and scaling businesses. Advisory partners also bring fresh perspective, speed to execution, and the ability to build trust with investors through transparent reporting and measurable outcomes.

How are Brightrose Growth Services different from other tech advisory offerings?

Brightrose Growth Services combine proven operator experience with fast, execution-first support built for today’s AI-driven B2B environment. We help companies break through digital noise with content that educates and resonates, build scalable tech foundations, and deliver the proof points and reporting that earn trust with both buyers and investors.

What makes the Brightrose Growth Services fractional model more effective than hiring in-house?

Rather than relying on a single marketing leader, Brightrose Growth Services provide a senior-led team across demand gen, CRM, lifecycle, content, and analytics. We accelerate growth with integrated execution, a more efficient demand engine, transparent reporting, and trust-building content—all at a predictable monthly cost.

How can startups begin leveraging Brightrose Growth Services on a small budget?

Most begin with a Brightrose Assessment to get a clear, prioritized plan and identify immediate quick wins. From there, startups activate a fractional team that scales with the business—gaining early proof points, trusted content, a scalable tech stack, and investor-ready reporting without overinvesting.