Evaluating AI in Marketing Solutions – A Step-by-Step Guide

With AI-washing becoming commonplace, B2B marketers must take a more rigorous, informed approach when evaluating AI-powered marketing solutions. Choosing the wrong tool can drain budgets and deliver little more than automated processes disguised as intelligence.

Step 1: Define Your AI Objectives

Before evaluating solutions, clarify your goals. Are you looking to improve intent data accuracy, streamline campaign targeting, or accelerate pipeline velocity? Specific objectives will help you distinguish between tools offering general automation versus those providing true AI-driven insights.

Step 2: Understand the AI Methodology

Dig deeper into how the AI works:

• Is the platform leveraging machine learning, natural language processing, or predictive analytics?
• Does it continuously learn from fresh first-party data inputs?
• Is it explainable, or a black box?

The more transparent the vendor is about the models powering their tool, the easier it is to identify whether it’s genuine AI.

Step 3: Analyze Data Inputs

AI’s effectiveness hinges on the data it processes. Confirm that the platform:

• Integrates seamlessly with your first-party data sources.
• Leverages data in real-time or near-real-time.
• Prioritizes clean, compliant datasets (avoiding reliance on outdated or fragmented third-party sources).

Step 4: Demand Proof of Performance

AI capabilities should be backed by quantifiable success stories. Request:

• Case studies with measurable KPIs.
• Demonstrations showing how the AI generates improved pipeline and lead quality.
• Client references, especially within your industry.

Step 5: Evaluate User Control & Governance

AI solutions should empower—not replace—marketers. Check whether the tool offers:

• Customizable models based on your specific business needs.
• Visibility into AI decisioning, so your teams can understand how recommendations are made.
• Strong governance controls to mitigate risk and ensure compliance.

Red Flags to Watch Out For

• Vague claims like “AI-powered automation” with no explanation of underlying tech.
• Solutions that don’t integrate with your CRM or CDP.
• Tools that fail to explain how they process and enrich intent signals.

Checklist for Smarter AI Selection

✔ Does this tool continuously learn and improve? ✔ Can I access transparent documentation on how intent data is scored and surfaced? ✔ Will this solution integrate first-party data streams effectively? ✔ Are there clear metrics that demonstrate ROI?

The Takeaway: Rethink How You Qualify AI Vendors

It’s no longer about finding any AI—it’s about finding the right AI. One that harnesses first-party data, provides transparency, and delivers measurable outcomes.