Marketing AI, without the hype.
Notes for marketing leaders rebuilding for the AI era.
How to help your marketing team thrive with AI.
Hours saved, cost reduction, faster cycles: all real, all worth having. But a business case built on saved hours will never tell you what your team could become. Three marketing jobs that were out of reach before AI (market simulation, AI-moderated research, marketing to AI assistants), and a four-step plan to act on them.
Read the newsletter →The 250-year pattern your AI strategy ignores.
95% of enterprise AI pilots deliver no measurable return, and half of generative AI budgets go into sales and marketing. Every general purpose technology of the last 250 years followed the same curve: the value only arrived once businesses rebuilt around it. Why we keep expecting AI to be the exception, and the four-step plan for your next AI tool.
Read the newsletter →Why your AI content needs a label.
On 2 August 2026, disclosing AI-generated content stops being a courtesy and becomes the law. The EU AI Act's Article 50 reaches any brand whose content lands in front of an EU audience, with fines up to 15 million EUR or 3% of worldwide turnover. Inside: what changed, who it reaches outside the EU, and the four moves your team should make before August.
Read the newsletter →How to scale AI responsibly.
Fewer than 1% of organisations have fully operationalised responsible AI. AI governance is not an abstract ethics issue anymore. Organisations that build responsible AI into how they work will scale faster, earn trust more consistently and avoid preventable failures as AI becomes more customer-facing.
Read the newsletter →Why you still need your agency.
As AI fundamentally alters marketing economics, the traditional relationship between brands and agencies is undergoing a strategic recalibration. 91% of marketing organisations now report using AI. As the AI stack absorbs work that used to sit with the agency, marketing leaders are reconsidering what they buy, and from whom.
Read the newsletter →Why your marketing talent needs to be redefined for the AI era.
Last November, three Stanford economists published a report about the employment effects of AI. Early-career workers (ages 22 to 25) in the most AI-exposed occupations experienced a 13% relative employment decline since late 2022. The replacement is already in the talent data. Which marketing work stays human, what new skills the AI era rewards, and how to build them inside a team that's being thinned from the bottom.
Read the newsletter →Why your SEO playbook needs a second half.
AI Mode hit a billion users last week. Search used to give you ten links and ask you to click one. Now it reads across pages, picks the parts that answer your question, and writes the answer back to you. Inside you will read Google I/O 2026, the new bar of citation, and the four-week plan to stay visible.
Read the newsletter →Why you don't need the data you think.
"You need massive, clean and structured data for AI to be useful." The most common belief marketing leaders hear in leadership conversations. In boardrooms, at conferences, on every "where do we start with AI" discussion. The argument is two years out of date. This issue is about what actually gates AI adoption in marketing.
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