Even though Robert Burns wrote the line "the best-laid schemes o' mice a' men/gang aft agley" more than 200 years ago, it still resonates. In the age of artificial intelligence (AI), many brands are learning this the hard way as a new generation of algorithm hackers subvert their use of cognitive technologies. AI is increasingly central to driving timely, personalised marketing communications. But by undermining the code they are built on, algorithm hackers are both subverting marketing initiatives and damaging the integrity of data. Addressing this issue depends on brands better understanding consumer motivations and the key drivers behind their own marketing initiatives.