Why Great Marketing Is Like Baking Cookies: Stop Overthinking AI

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Introduction

# Amanda Cole, CMO of Bloomreach, brings a refreshing perspective to the AI conversation that's dominating marketing circles. With over 15 years of experience building impactful SaaS brands and leading high-performing teams, Cole challenges marketers to stop treating AI as something separate from marketing itself. Her insights cut through the hype to reveal what really matters: AI has always been part of marketing, and it's time we stopped acting like it's revolutionary.#n#n1

The Problem with AI Marketing Hype

# Cole's most provocative stance centers on ba ing the term "AI" from marketing keynotes entirely. "It just is marketing," she argues, pointing out that marketers have been using models, predictions, and optimization tools—all forms of AI—for years. While she acknowledges that generative AI and large language models have expanded capabilities, Cole insists the fundamental practice hasn't changed. This perspective challenges the industry's tendency to rebrand existing practices with trendy terminology rather than focusing on actual i ovation.#n#n1

The Mobile Marketing Parallel

# To illustrate her point, Cole draws a compelling comparison to mobile marketing. "That's just called marketing now. Everybody's on their phones all the time. You don't have to say the mobile part," she explains. This analogy highlights how technologies that once seemed revolutionary eventually become so integrated into standard practice that calling them out separately becomes redundant. The same evolution is happening with AI in marketing—it's becoming the default, not the exception.#n#n1

Marketing Jargon That Needs to Die

# Beyond AI terminology, Cole and host Benjamin Shapiro identify other overused phrases that plague marketing conferences. Shapiro singles out "democratize" as particularly grating, with Cole emphatically agreeing: "We're democratizing cookies in this podcast. You got to be killing me. I ca ot stand democratize." This candid exchange reveals a deeper frustration with how marketing professionals often use complex language to describe simple concepts, creating barriers rather than clarity.#n#n1

The Real Focus: Customer-Centric Marketing

# By stripping away the jargon and hype, Cole's message becomes clear: marketers need to stop obsessing over labeling their tools and tactics and return to fundamental principles. Whether using traditional methods or cutting-edge AI platforms like Bloomreach's personalization technology, the goal remains constant—delivering value to customers. This perspective aligns with Shapiro's closing advice to "just focus on keeping your customers happy," emphasizing that technology should serve strategy, not define it.#n#n1

Conclusion

# Amanda Cole's straightforward approach offers a much-needed reality check for marketers caught up in AI excitement. Her message is simple but powerful: AI isn't new to marketing, and treating it as a separate discipline distracts from what matters most. Instead of chasing the latest buzzwords or trying to "democratize" everything, marketers should focus on using available tools—AI-powered or otherwise—to create better customer experiences. As the industry continues to evolve, this grounded perspective will help marketing leaders cut through the noise and deliver real results.#n#n1