Insights

Positions on AI in marketing

The arguments behind the work: what has to be true in an organization for AI to change how marketing runs.

01
Operating model before technology
Why automation platforms and CDPs underperform, and what has to be true in the organization before they pay off.
02
Decisioning is the new campaign
Next-best-action as the core of customer engagement, and what changes when content is generated per decision.
03
Agentic marketing needs a control tower
Agent use-case backlogs, orchestration logic and agent-to-tool architecture, governed by a value office.
04
Measure value from the first sprint
Pioneer groups, challenger strategies and simulation as the way to earn trust for scaled change.

Discuss

Want to compare notes on any of these? I am glad to.

Operating model before technology