Every technology wave produces its own mythology - and AI in marketing has produced more than most. The myth that more tools means more capability. The myth that automation equals intelligence. The myth that if you can't show AI adoption, you're falling behind. These stories are being told in board decks, vendor pitches and conference keynotes — and marketing teams are making expensive structural decisions based on them. This session is the reality check the industry needs. Drawing on real-world experience of where AI marketing programmes have stalled, overspent and underdelivered, it dismantles the most damaging myths circulating right now - not to make the case against AI, but to make the case for doing it properly. Because the teams that are genuinely winning with AI aren't the ones who believed the hype. They're the ones who ignored it and got to work. What you'll learn: - The most damaging AI marketing myths — and what they're actually costing teams - How to spot myth-driven decisions in your own AI strategy before they compound - What genuinely high-performing AI marketing teams do differently