Story perspectives

CMO Rethinks Marketing as AI Chatbots Mislead Consumers

2/17/2026

Summary

Story summary

In late 2024, Stacy Simpson, Athenahealth CMO, found AI chatbots misinformed about her company, prompting a rethink of AI-focused marketing.
She noted businesses must appeal to both consumers and AI models.
Brian Stempeck, co-founder of Evertune, said firms must understand how chatbots are perceived.
Digital marketing has evolved since 1994 banner ads, with digital ad spending surpassing traditional media in 2019 and reaching $350 billion in the U.S. last year.

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Story summary

In late 2024, Stacy Simpson, Athenahealth CMO, found AI chatbots misinformed about her company, prompting a rethink of AI-focused marketing.
She noted businesses must appeal to both consumers and AI models.
Brian Stempeck, co-founder of Evertune, said firms must understand how chatbots are perceived.
Digital marketing has evolved since 1994 banner ads, with digital ad spending surpassing traditional media in 2019 and reaching $350 billion in the U.S. last year.