Why AI Marketing Pilots Stall + Using First-Party Data to Drive ROI
In this episode of MarketingEDGE Podcast, we bring you two data-driven reads that cut through the noise around AI in marketing—revealing why so many teams are still stuck at the basics and how first-party data paired with AI can unlock real performance gains.
From widespread skills gaps and measurement challenges to practical strategies for smarter targeting in a cookieless world, this episode helps marketers move from experimentation to execution as they plan for 2026.
2025 Marketing AI Insights: Barriers, Risks, and Readiness
AI is reshaping nearly every aspect of marketing—but many teams are still struggling to use it effectively. This article breaks down where marketers are getting stuck and why so many AI pilots fail to deliver ROI.
Drawing on research from HubSpot, Salesforce, IBM, Forbes, and others, the piece highlights common obstacles including unclear strategy, lack of training, uneven adoption, integration issues, and difficulty measuring impact.
How to Harness the Power of AI with First-Party Data for Your Next Campaign
As privacy regulations tighten and third-party cookies fade, first-party data has become one of marketing’s most valuable assets. This article explores how marketers can combine owned data with AI to drive more precise targeting, personalization, and campaign performance.
The piece outlines how AI can help teams make sense of complex data environments, activate insights faster, and optimize campaigns in real time—while maintaining data quality and compliance.
Why It Matters
Together, these articles highlight a clear path forward for marketers: AI delivers value when paired with strong foundations. Teams that invest in training, integration, first-party data, and governance will be best positioned to move beyond pilots and see measurable returns—while those chasing tools without strategy risk falling further behind.
About the Author
Alexis Gajewski
Contributor / AI Expert
Alexis Gajewski is the Associate Director of Newsroom Operations and Development at EndeavorB2B, where she leads editorial strategy and AI integration across a portfolio of 80+ B2B brands and 150 editors. With 18+ years in B2B media, she is best known for building the systems, training programs, and organizational infrastructure that help editorial teams operate at a higher level — faster, smarter, and with clearer standards.
Her expertise spans the full editorial stack — from SEO, GEO, and analytics to AI literacy, content strategy, and journalistic standards — with a particular focus on translating emerging technology into practical frameworks editorial teams can actually adopt. She designs and delivers training programs that meet teams where they are and build toward where the industry is going, with a specialty in AI integration that covers everything from foundational literacy to advanced workflows and agentic applications. A frequent guest on ASBPE webinars, Alexis is a recognized voice on the intersection of journalism and AI, and she writes for marketers, editors, and authors on how to thoughtfully and strategically implement AI practices.
Raissa Rocha
Contributor
Raissa Rocha is Director of Custom Content, Content Studio at EndeavorB2B and has extensive B2B experience in editorial, custom media, sponsored content and marketing solutions. At EB2B she manages content development across all of Endeavor’s markets, working with brand teams and the SME network to produce high-quality, engaging content for clients. Previously Raissa served as Director of Nimble Thinkers, the in-house marketing agency at Scranton Gillette Communications, which was acquired by Endeavor in 2024. At Nimble, Raissa managed the agency’s operations and top clients, ideating and pitching campaign proposals as well as project managing all aspects of client programs from storyboarding and planning to execution and reporting.
A former editor, Raissa was part of the 2014 Neal Award-winning team at Building Design+Construction prior to moving over into marketing. She has worked on several association publications, including stints as managing editor for Chicago Architect, the official publication of AIA Chicago, and Environmental Connection, the magazine of the International Erosion Control Association. In addition to over a decade of B2B editorial and marketing experience in the residential and commercial construction industry, Raissa has worked in a variety of markets including horticulture, water and wastewater, infrastructure, health information technology, lighting and more.
Quiz
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