ADOPTION.08
Leadership & Strategy / Blog
The CMO's AI Mandate: Why Adoption Alone Won't Help Your Marketing Team
Moving beyond AI adoption requires business-focused measurement, clear governance and deliberate changes to how marketing teams work.
Strategy / EditorialGood marketing
Good marketing
starts with a
better question.
Before choosing a channel, decide what needs to change in the customer’s mind.
THE BIG QUESTION 01 / STRATEGY
WHY
SHOULD
THEY
CARE?
SHOULD
THEY
CARE?
START HERE.
THEN BUILD THE CAMPAIGN.
THEN BUILD THE CAMPAIGN.
The latest thinking
View all articlesADOPTION.08
JUDGMENT.07
Performance / Blog
AI Took the Technical Wheel of Ads. Your Job Just Moved to the Map.
AI runs more of the targeting, bidding and creative. The marketer’s value moves to signal quality, brand judgment and measuring the work.
RECALL.02
Brand & Creative / Article
Distinctive beats simply different.
A practical way to build brand assets people can recognise and remember.
MATTER.03
Performance / Guide
Measure the outcome. Question the dashboard.
Connect campaign reporting to decisions your business actually needs to make.
BETTER.04
AI & Marketing / Editorial
Automate the task. Keep the judgment.
Where AI belongs in a marketing workflow—and where people need to stay involved.
THE EDITORIAL VIEW / 02More output.
More output.
Less impact?
AI can make marketing faster. The harder question is whether it makes the work better.
A perspective on automation, judgment, and keeping people accountable for the final result.
Read the perspectiveFollow your curiosity.
EXPLORE BY TOPICIdeas into practice.
Explore content & SEORECALL.05
Content & SEO / Guide
Give every piece of content a job.
A content plan that starts with reader needs, not an empty publishing calendar.
MATTER.06
Leadership / Article
A better brief makes a better team.
Reduce rework by making the decisions clear before the work begins.