The AI Shiny Object Syndrome: Why Tools Alone Don’t Deliver Growth
- Kristin Oelke
- Oct 8
- 2 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
AI is the new shiny object. Every week, a new tool promises to write your content, score your leads, or run your sales calls. You buy it, you try it, and you wait for the pipeline to rain down. Spoiler: it doesn’t.
Gartner’s 2024 AI in Marketing report found that only 11% of companies say their AI investments are “highly effective.” Why? Because tools alone don’t deliver outcomes - custom workflows do.
When AI is bolted on instead of built in, it becomes noise. Your sales team won’t adopt it. Your marketing team won’t trust it. And your CS team is too busy in spreadsheets to even log in.
The truth? AI works when it’s designed for your GTM system - your data, your goals, your customers. Otherwise, it’s just another tool in the tech stack graveyard.
That’s why Brightrose Ventures offers AI Agent Development - custom AI solutions for sales, marketing, and CS. No shiny object syndrome. Just practical, integrated AI that drives measurable growth.
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.
