Why AI is Bad at Being Cool: Lessons for Marketers in 2025

Why AI Struggles with Coolness: Insights from HubSpot Marketers

As we step into 2026, discussions around artificial intelligence's role in marketing are more relevant than ever. A recent reflection by HubSpot marketers highlights vital takeaways from their experiences in 2025, particularly the intriguing declaration that "AI is pretty bad at being cool." This simple statement, echoed by several industry leaders, sheds light on the complex relationship between emergent technology and creative differentiation.

The Power of Small Changes

One key insight from HubSpot’s narrative is that minor adjustments can lead to significant improvements. Amanda Kopen, a HubSpot manager, noted that dedicating just one 15-minute meeting every month to discuss the latest AI developments empowered her team immensely. This shift not only fostered a culture of continuous learning but also led to increased efficiency and creativity within her team. The takeaway here is clear: dedicated time for knowledge sharing encourages adaptability in a rapidly changing landscape.

A Shift in Creative Strategy

Amy Marino, Senior Director of Brand and Social at HubSpot, emphasized the shift in perception regarding AI's capabilities. Contrary to fears that AI will render creative strategists obsolete, it has actually elevated the value of those who can discern what resonates culturally and what does not. This opens the door for marketers to refine their craft — recognizing that while AI can assist in content creation, the intrinsic human touch remains irreplaceable.

Measuring Value Beyond Metrics

The year taught HubSpot marketers not to get bogged down by numbers alone. Jonathon McKenzie, heading brand paid media, let go of the notion that unmeasurable efforts are fruitless. He found success in an out-of-home campaign that initially lacked clear metrics. This reinforces a valuable lesson: some strides in brand awareness may not show immediate, measurable returns, yet they contribute significantly to long-term brand equity.

Conclusion

As we advance in the tech-dominated age, marketers must balance leveraging AI's capabilities with the irreplaceable value of human intuition and creativity. Embracing small changes and moving beyond traditional metrics can lead to greater success. As we ponder the future of marketing, aligning technological advancements with authentic human insights will undoubtedly create a pathway to better engagement and success.