There are many ways to use AI in marketing, and it seems that for every smart initiative, 10 AI vendors have emerged with a tool to address the problem.
At the beginning of this wave, I received more calls and responded to more emails than today. As time went on, I realized that I was asking vendors the same handful of questions to evaluate whether their tools were worth implementing.
If you’re in the same boat and overwhelmed by vendor engagement, here are five questions to help you figure out if they’re worth your time, along with my rationale for asking and what I’m trying to hear or not hear.
This question should help you understand the purpose of the tool and, more importantly, whether the value it creates corresponds to real business results.
If the vendor can’t clearly state the challenges or use cases the tool addresses, it means it wasn’t purpose-built to solve a real problem your team faces, whether you’re in-house or at an agency. Beware of vendors who try to dazzle you with feature-rich language but fail to explain the business benefits those features provide.
If a vendor identifies at least one existing team problem that the tool solves and explains how it improves business outcomes, it’s a good idea to keep talking. A great follow-up question is to ask for a case study that shows how the tool was used and the results it produced for an organization similar to yours in size and vertical.
Look for benefits like “increase production” or “identify gaps in monitoring to speed troubleshooting.” But don’t rush to invest in tools that promise to “save time” (even if they really do) unless you have a plan for how to use that extra time.
10x your SEO with Semrush for business.
The most powerful SEO platform in the world, created specifically for businesses.
Request a demonstration
The answer to this question should tell you whether the vendor created this tool For advertisers or simply TO advertisers.
Technical skills are important, but so is understanding how a media buyer actually spends their day. If the vendor does not have personal experience in media buying, they should explain how they researched the media buying market and incorporated that information into the tool.
If they have a superficial understanding or lack experience, it’s a red flag. It’s fine if a representative doesn’t directly have that expertise, but someone on their team should, and you should have access to that person as soon as possible if you intend to continue speaking.
If a vendor has a story or background that led them to identify a problem that you can relate to firsthand and decide to create the solution yourself, that’s compelling. A foundational mission that addresses existing challenges forms a solid foundation for a tool that can make a difference in your team’s performance.
3. What case studies, real-world use cases and results can you share?
I mentioned case studies a few paragraphs above and they are indispensable in a new and rapidly developing industry. I would try to understand if the supplier has an interesting track record with customers like me or if we would be an early adopter.
If you fall into the latter camp, there are pros and cons, just as with any advertising beta that you can access before your competitors. You might gain an advantage by finding a major growth accelerator before your competitors do, you might spin your wheels trying to fix bugs, or you might find that the tool simply doesn’t deliver on its promises.
If you can’t trust a tool or there’s a risk that you’ll have to provide detailed feedback to make it work, it may not be the best use of your time and money unless you believe that what it might ultimately deliver would be a game-changer.
If you’re clearly an early adopter and the vendor isn’t willing to be flexible on contract terms that help mitigate risk, you can’t get started. More established instruments will likely provide more consistent value, although they will have less wiggle room on pricing as a result. However, newer tools that take a hard line on pricing and contract terms probably won’t make good long-term partners.
For established vendors, you need to see specific, relevant case studies with real numbers of advertisers in a similar space, of a similar size, or with a similar use case.
If these are early-stage companies, the best response is honesty: “You would be one of our first customers in this vertical. Here’s what we’ve seen elsewhere, and here’s what this partnership would look like.” That transparency is a green flag.
4. Who owns my data and how is it used to train models?
It’s interesting how easily people share data with AI and AI tools in the rush to find a competitive advantage. This is something I would highly recommend potential buyers consider before signing anything.
Look for any response that suggests your data is being used to train shared or third-party models without your explicit consent. Another red flag are vague or misleading answers or terms of service that contradict or confuse what the seller tells you verbally.
You own your data, period.
The vendor should be able to clearly explain its data management practices, including where your data is stored, how long it is retained, whether it is used for model training (and, if so, just to refine your instance), and what happens to your data if you stop using the tool. This needs to be in the contract, not just a verbal guarantee. If it is not present, insist that it is included before signing.
Unlock yours Million dollar+ organic growth engine.
Everything business teams need to increase visibility into search and AI.
Find out more
5. What does implementation actually look like and what does success require from our team?
Before investing money, you need to understand the real cost of adopting this tool. This cost includes more than the price. It’s time, internal improvement (including integration, training and QA) and any potential disruption to your existing martech stack.
If this requires resources that your team doesn’t have or if you realistically can’t dedicate the time to make the best use of the tool, it’s still not worth the investment. Many marketers could avoid wasted martech spending if they asked themselves this question and seriously considered the answer.
No one tool should be one-size-fits-all, but easy implementation and an intuitive design are key to convincing your team to adopt and stick with it.
If AI can’t find you, customers won’t either.
Track your visibility through AI search, uncover missed opportunities, and increase your presence where customers ask questions.
Don’t let AI rush your decision
I know firsthand that many of these tools seem too good to be true and often are. You need to balance growth ambition and curiosity with a little caution.
Remember that we are still in the early stages of AI adoption. If a tool seems too expensive or difficult to integrate, or the contract is more rigid than it should be given the tool’s track record, a more attractive solution will likely emerge in the coming months.
If in doubt, ask for a free trial. Assuming it won’t create too much work for your team to integrate the tool, this could be the right next step to determine if you’ve found your next competitive advantage.
