Artificial intelligence has quickly shifted from being a niche tool to a mainstream business resource. In the space of just a few years, generative AI has moved into software development, marketing, government, and beyond. It has created a plethora of opportunities for organisations, but it has also raised new questions about ethics, skills, and practical application.
At BBI Brandboost, we’ve seen both sides of the story. AI is undoubtedly powerful, but without proper training, policies, and understanding, it can just as easily cause problems as it can solve them. Recent headlines highlight exactly why the adoption of AI needs to be thoughtful, measured, and above all, responsible.
When AI disrupts more than it delivers
One of the clearest examples of AI’s mixed results can be seen in the tech industry. A recent piece in Gizmodo reported on the rise of so called “vibe coding”. This is AI generated code produced at speed, often by people with little technical background. The idea was that chatbots could replace human developers by pumping out software in a fraction of the time.
The reality has been less impressive. Many companies that replaced skilled coders with AI are now having to hire “clean up specialists” to fix poorly written code.
The term “fire human, hire AI, fire AI, rehire human” sums up the irony. Businesses discovered that while AI could produce functional prototypes, it lacked the finesse, optimisation, and user experience insight that only trained professionals can provide.
For us, this illustrates an important point: AI should be seen as an assistant, not a replacement. Without expertise and oversight, the risk of disruption outweighs the promised efficiency.
AI as a force for good
That said, AI can also be deployed in positive and innovative ways. A striking example comes from Albania, where Prime Minister Edi Rama has appointed an AI generated “minister” named Diella to tackle corruption.
Diella, developed in partnership with Microsoft, is designed to oversee public tenders and ensure transparency in government processes. While Diella is not a physical person, she operates as a virtual cabinet member with a remit to fight corruption, modernise systems, and help Albania align with European Union standards.
This is AI at its most forward looking, using technology not to cut corners, but to improve trust, efficiency, and accountability. It shows how AI can serve society by addressing long standing challenges, provided it is integrated carefully and responsibly.
Adoption outpaces understanding
Back in the UK, the advertising industry is also embracing AI at speed. According to ISBA’s latest survey, 41% of advertisers now use generative AI, up from just 9% in April 2024. Policies are starting to catch up too, with 58% of organisations introducing guidelines around intellectual property, transparency, bias, and environmental impact.
Yet the same research highlights a critical gap: 46% of advertisers haven’t started AI training for their teams. Adoption is racing ahead, but understanding is lagging behind. That imbalance carries risks. Without training, employees may misuse AI tools, create content that lacks accuracy or originality, or overlook the ethical implications of their work.
This is where businesses need to slow down, step back, and invest in skills and governance. AI policies without workforce training are like road maps without drivers, you know the direction, but nobody’s equipped to get there safely.
Where BBI stands
The lesson across these three stories is clear: AI’s value depends entirely on how it is used. Left unchecked, it can create costly mistakes and reputational damage. Applied thoughtfully, it can tackle systemic challenges and unlock real opportunities.
At BBI Brandboost, we believe our role is to help businesses strike that balance.
We work with clients to:
- Integrate AI responsibly – ensuring it enhances workflows rather than replacing the expertise that makes businesses unique.
- Support training and skills development – so teams can use AI effectively, not just quickly.
- Develop clear policies – covering IP, ethics, and transparency, so every AI project is built on trust and accountability.
- Focus on outcomes, not hype – because success in marketing isn’t about using the latest tool, it’s about delivering results.
Looking ahead
The AI revolution is here, but it’s still in its early chapters. We’re seeing both missteps born from overconfidence and genuine breakthroughs when AI is used with care. Businesses that rush to replace human judgement with machine output risk undermining their own operations. Those that combine human expertise with AI support stand to gain the most.
The message is not to fear AI, nor to blindly embrace it, but to approach it with understanding, structure, and strategy. That’s how organisations can move from tentative adoption to long term success.
If you’d like to talk about how AI could fit into your marketing strategy safely, ethically, and effectively, then please get in touch with the BBI Brandboost team.