Measuring AI assistant success in a marketing department comes down to three things: time recovered, output quality, and commercial impact. If you cannot answer those three questions with reasonable specificity, you are not measuring AI adoption, you are celebrating it. Most marketing teams that have deployed AI tools spend the first six months talking about…
The AI for CMO playbook is not a technology question. It is a prioritisation question. Most senior marketers already have access to AI tools that could genuinely improve how their teams work. The ones who are struggling are not short on tools. They are short on a clear view of where AI creates commercial value…
Marketing consultants who focus on sustainable ROI are not chasing a different set of numbers. They are operating from a different set of principles: that marketing spend should create durable commercial value, not just activity that looks convincing in a monthly report. The distinction matters more than most clients realise when they first engage a…
Leadership in retail is not about managing stores. It is about managing the gap between what customers expect and what your organisation can actually deliver, at speed, under margin pressure, across every touchpoint. Most retail leaders underestimate that gap. The ones who close it consistently share a set of behaviours that have nothing to do…
A customer intimacy strategy is a deliberate business model built around deep knowledge of specific customers, where the company organises its people, processes, and decisions to serve those customers better than any competitor can. It is not a loyalty programme. It is not a personalisation engine. It is a structural commitment to understanding what individual…
B2B marketers are spending heavily on AI tools while the data feeding those tools remains unreliable, incomplete, and poorly governed. That is not an AI problem. It is a data problem wearing an AI hat. Until the underlying data is fit for purpose, AI will not improve outcomes, it will accelerate the production of wrong…
AI content strategy and consumer trust are on a collision course in 2025. Brands that treat AI as a content production shortcut are generating volume at the expense of credibility, and audiences are noticing faster than most marketing teams are willing to admit. The brands holding ground are not the ones avoiding AI. They are…
AI advertising channel selection uses machine learning to analyse audience behaviour, historical performance data, and conversion signals to recommend or automatically allocate media spend across channels. Instead of relying on gut feel or last-click attribution, the system identifies which combination of channels is most likely to drive the outcome you actually care about. That sounds…
B2B loyalty programs work when they are built around genuine commercial value rather than points and perks borrowed from consumer playbooks. The best ones reduce churn, deepen relationships, and create switching costs that no competitor discount can easily overcome. The worst ones are expensive theatre that clients see through immediately. Most B2B companies that struggle…
AI in analytics and traditional market research methods answer different questions, and confusing the two is one of the more expensive mistakes a product marketing team can make. AI tools are fast, scalable, and excellent at finding patterns in existing data. Traditional research is slower, more expensive, and far better at telling you why people…
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