AI Without Adoption is Just Expensive Shelfware
- Kristin Oelke
- Sep 24
- 3 min read
Updated: 4 days ago
By Kristin Oelke, Managing Director, Growth Services, Brightrose Ventures, and author of Trust: Unlocking B2B Growth in Today’s AI World
Here’s the scenario: you buy the hottest new AI tool, roll it out, and… no one uses it. Sales ignores it, marketing doesn’t trust it, CS is confused. Congrats, you’ve just purchased very expensive shelfware.
Harvard Business Review reports that up to 87% of digital transformation tools fail because of poor adoption. AI is no different. Without customization, training, and integration into daily workflows, your investment is just sitting pretty.
The myth is that AI adoption is automatic - buy the tool and people will use it. The reality? Teams adopt AI when it feels built for them. That means custom workflows, simple integration, and results they can see.
At Brightrose Ventures, we design AI agents that teams actually want to use - because they’re purpose-built for sales, marketing, and CS workflows. Our AI Agent Development ensures adoption isn’t an afterthought, it’s baked in.
Because the only thing worse than not buying AI is buying it and letting it collect dust.
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.
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.
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.
