The leadership team commissioned the AI readiness assessment eight weeks ago. Today is the readout. Twenty minutes in, the operating-model pillar comes up amber, and the COO wants it noted that the reorganisation lands next quarter. Two seats down, someone is already typing an email disputing the findings. Nobody has yet asked what amber means. … Read more
Forty minutes into the quarterly review, everything is going beautifully. Slide fourteen declares the company “AI-ready”. Three pilots live, one tool rolled out, a roadmap that colours in all of next year. Then a board member looks up from her notes. “Which of these has produced a measured outcome?” The slide does not change. The … Read more
The honest version of the AI marketing story includes the edits. Most accounts of AI in marketing skip that part, and the omission has done real damage to the conversation. Buyers are shown finished output and invited to infer that it arrived finished. When their own first attempts do not, the reasonable conclusion is that … Read more
Personalisation is the promise marketing budgets have never let leaders keep. The reason is worth stating precisely, because it is not the reason most vendors sell against. Plenty of teams already run account-based marketing (ABM) and use personalisation tools for segmentation and targeted delivery. The gap has never been targeting. It has been content. Producing … Read more
Most marketing AI stories are demos. This one is a build log. Marketing teams have had access to generative AI for years now, and most have used it the same way: a person opens a chat window, drafts one asset, and moves on. That produces faster drafts. It does not produce a faster campaign, because … Read more
Today’s marketing tech stack The modern marketing stack sprawls across dozens of overlapping AI subscriptions. Most of them are one assistant wearing different logos. Marketing technology budgets were built one subscription at a time, and until recently, each of those subscriptions bought something genuinely distinct. That is what changed. When most of the tools on … Read more