Forrester analyst Lisa Gately says AI magnifies marketing content flaws

Lisa Gately, a principal analyst at Forrester with more than two decades of experience building content systems, warns that generative AI is amplifying existing problems in marketing teams. She describes a “scatter” effect where individuals use a variety of AI tools and prompts, leading to fragmented workflows and inconsistent brand voice.

Gately says the issue stems from organizational choices rather than the technology itself. On one side, unrestricted tool selection gives each employee a different approach; on the other, a single mandated platform can impose excessive control. Both extremes produce content that no one team can fully own. She also notes that marketers often prioritize keywords, short‑term metrics and leadership‑driven calendars instead of addressing buyers’ needs, a pattern that AI merely speeds up without fixing.