compliance
Data ownership beats model sophistication in enterprise AI
16 May 2026
Whoever owns the data will win in agentic AI. Model sophistication matters less than data control for measurable marketing performance
Read →THINKING
Ideas worth acting on.
Point-of-view articles, practical playbooks, and video for senior marketers navigating AI, data, and the operations that sit between strategy and growth.
ai
The £1:£6 problem in marketing services: what changes when AI agents own the work
12 May 2026
For £1 pound on software, marketing teams spend £6 on people. AI agents for marketing are about to break that ratio. Here's what changes.
Read →ai
Brief quality beats AI intelligence
28 April 2026
The brief you write determines AI success more than the intelligence behind it. Most organisations rush to deploy without understanding what they need
Read →ai
Your AI Reporting Tool Is Visualising Fiction
20 April 2026
AI dashboards trained on siloed data visualise conflicting truths faster. The first job is reconciling data lies, not generating charts.
Read →ai
Stop Evaluating AI Tools. Start Auditing Your Data.
10 April 2026
AI ROI is decided before you buy. Most enterprises run vendor demos without knowing if their data can deliver the promised value. Here's what to do.
Read →ai
AI-Accelerated Marketing: Why Strategy Still Determines the Outcome
10 April 2026
AI-accelerated marketing delivers results when it's built on solid strategy and real customer insight. Here's what that actually looks like in practice.
Read →ai
What subscriptions actually teach us about AI, data and CRM
30 March 2026
Subscriptions surface something true across all of marketing: AI and data only work if the foundation underneath them is right.
Read →crm
Sky's Loyalty Fix was an Admission of Defeat
16 March 2026
Sky didn't discover new loyalty insights. They finally actioned signals buried in their data for years. The real problem is execution velocity.
Read →ai
AI Isn’t Your Problem. Your Starting Point Is.
9 March 2026
AI isn’t failing marketers. The starting point is. Learn the 4 stages of AI maturity and how to move from experiments to real marketing impact.
Read →ai
AI Discovery Is Mainstream. Now It Needs a Strategy.
20 February 2026
AI discovery is reshaping search. Learn why SEO is no longer enough and how Generative Engine Optimisation ensures your brand is part of the answer.
Read →GEO
GEO monitoring tools: how smart brands avoid the wrong data decisions
9 February 2026
GEO monitoring isn't a tool choice. Learn how smart brands measure AI visibility, avoid black-box data and make better GEO decisions.
Read →ai
AI Doesn't Scale on Ambition. It Scales on Structure.
2 February 2026
Why most AI marketing initiatives fail to scale. Discover the four structural foundations required to achieve true AI maturity and performance impact.
Read →ai
The 2026 Marketing Org: Roles, Skills and Structures That Win
12 December 2025
In 2026, AI won’t be the bottleneck for marketing teams - organisational design will. Here’s how to restructure for speed, scale, and commercial impact.
Read →ai
The CMO’s AI Playbook: Leading Transformation Beyond the Tech Stack
28 November 2025
A bold AI playbook for CMOs: unlock speed, scale, and ROI by shifting from tools to a full AI-powered operating model.
Read →SEO
Create for the Crawler: How to Build AI-Citable Content
18 November 2025
Build AI-citable content with structure, clarity, and credibility to surface in generative search results and GEO engines.
Read →ai
The Four Verbs of Agentic Marketing
17 November 2025
Discover how the Sense-Decide-Act-Learn loop is revolutionizing marketing by enabling continuous optimization and smarter, faster performance.
Read →marketing
Sense, Decide, Act, Learn: 10 Agentic Use Cases That Actually Deliver
31 October 2025
Agentic AI is redefining performance marketing. Discover 10 proven agent use cases that deliver measurable ROI and compounding performance gains. See how leading brands like Klarna, LVMH, and Expedia deploy agents that sense, decide, act, and learn for continuous improvement.
Read →ai
Your Marketing Org Was Built for 2015 — and AI Exposes It
22 October 2025
Still running a campaign-first, siloed marketing org? Here’s why AI won’t save outdated operations—and what a 2026-ready structure really looks like.
Read →ai
Create for the Crawler: What GEO Content Really Looks Like
19 September 2025
If AI tools are the new front door to your brand, your content needs to be written for them. Here’s what citable, AI-friendly content really looks like.
Read →ai
5 Lessons Learned from Building AI Agents for Marketers
9 September 2025
5 hard-won lessons from building AI agents for marketers: from briefs to QA, measurement to scaling. A practical guide for CMOs.
Read →ai
Structured to Be Seen - How to Make Your Brand AI-Friendly
8 September 2025
AI search engines don’t rank pages - they read, parse & cite them. Here’s how to structure your brand’s digital footprint to stay visible and competitive.
Read →ai
Why AI Won’t Save Your Marketing: It’s a People and Process Problem
26 August 2025
AI won’t fix your broken marketing workflows. Discover why operational maturity — not tech — is the real unlock for AI in marketing.
Read →SEO
The End of Ranking: Why Visibility Now Means Being the AI Answer
18 August 2025
Search is changing. Learn why SEO no longer guarantees visibility—and how to get your brand seen in AI-generated answers.
Read →Track Brand Sentiment in Real Time with Sentiment Agents
17 July 2025
Discover how Sentiment Monitor Agents use real-time brand sentiment analysis to detect shifts in customer perception - before reputation takes a hit
Read →compliance
Why Marketers Must Wake Up to the EU AI Act
8 July 2025
Discover why the EU AI Act applies to all AI - not just generative - and what marketers must do now to stay compliant and avoid multimillion-euro fines.
Read →From Colleague to Co-Pilot: How Agentic AI is Transforming Marketing Execution
5 July 2025
Discover how agentic AI is transforming marketing - from automation to personalization—by pairing intelligent agents with expert human oversight
Read →Why AI Agents Beat Legacy Agencies - With the Right Experts at the Controls
5 July 2025
AI agents are replacing legacy agencies. Learn how expert-led agents deliver faster, smarter, scalable marketing execution with real business impact.
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Simon Spyer on AI agents, modern marketing operations, and the gap between where the industry is heading and where most teams are today.
AI doesn't fix a weak brief. It amplifies it.
Speed without a strong brief is just a more efficient way to get the wrong answer. The real opportunity is upstream — in diagnosis, research, and strategy.
AI's best work happens before the campaign.
The best AI applications are upstream — in the diagnostic phase, for rapid research and data collation. Not in execution. That sequencing matters more than the tools.
CEOs are rushing to replace people with AI agents
The rush to deploy AI agents without proper problem diagnosis and briefing skills is creating dangerous organisational blind spots.
AI is an enabler for relationship thinking. Not a replacement for it.
AI's true value in marketing isn't replacing human thinking about customer relationships — it's amplifying the insights that come from understanding what customers actually need.
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AI Maturity Assessment
Find out where you actually stand. Not where you think you stand. This five-minute assessment benchmarks your team across data, people, process, and technology — and shows you what it takes to move to the next stage. No fluff. Clear diagnosis.
Playbook — free PDF download
From SEO to GEO: The AI Search Playbook for Marketing Leaders
Generative AI has rewritten the rules of search. Google's AI Overviews, ChatGPT, and Perplexity are cutting organic traffic by up to 64% in some sectors. This playbook gives you five core strategies, a four-phase execution framework, and the metrics that now matter most for visibility in AI-powered search.
Whitepaper — free PDF download
The CMO's Guide to AI in Insurance
AI won't fix broken workflows. It exposes them. This whitepaper is for insurance marketing leaders navigating the shift from AI experimentation to operational orchestration — covering what needs to change in how marketing teams are structured, how data is used, and how AI is deployed as a catalyst rather than a crutch.