The AI Shiny Object Syndrome: Why Tools Alone Don’t Deliver Growth
- Kristin Oelke
- Oct 8
- 1 min read
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.
