Marketers in CRE, AEC, and facilities services are expected to do more with less—and AI promises a shortcut. But smart marketers know: tools don’t build brands. People do. Used well, AI can speed up workflows and clear space for deeper thinking. But when it replaces strategic judgment, trust, and nuance, it risks doing more harm than good. If you’re serious about building a brand that wins, stay in the driver’s seat.