Knowledge Hub
Evidence-based thinking for strategic marketers
Last verified 16 August 2026
Most of what marketers have been told they must now do under the EU AI Act is not their obligation. Telling people they are talking to a bot, and putting machine-readable
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The most valuable AI marketing skill is not prompting. It is the judgement that decides whether the output should exist at all. Five capabilities hold their value: customer understanding from primary ...
AI is not eliminating marketing jobs. It is repricing them. Payroll data shows early-career employment in AI-exposed marketing roles down roughly 16 per cent while experienced roles hold or grow. Exec...
The evidence on AI productivity is genuinely strong: in controlled studies, professionals using generative AI completed work around 40 per cent faster with measurably higher quality. The same body of ...
Every generation of marketers believes it is living through a transformation of the profession. Television changed how brands reached mass audiences. Databases introduced new forms of targeting and di...
The difference between a marketer who gets genuinely useful output from AI and one who gets plausible-sounding filler is almost entirely in how they prompt.
AI tools don't interpret intent. They respo...
For a decade, B2B marketing relied on a relatively predictable model: buyers search for information, find your content in organic results, click through to your site, and enter your nurture system. Th...
Personalisation is one of the most cited AI use cases in B2B marketing, and one of the most frequently oversold. The technology has advanced genuinely. The infrastructure and data most organisations h...
The appeal of AI for market research is obvious: faster synthesis, broader coverage, and lower cost than traditional research approaches. The risk is equally real. AI-generated research looks authorit...
The fastest way to dilute a brand voice is to automate content creation without a workflow designed to protect it. AI tools can accelerate content production significantly, but that speed becomes a li...
Most campaign measurement problems aren't data problems. They're interpretation problems, and adding AI to an unclear measurement framework makes the confusion faster, not better.
AI brings genuine ad...
Here is the number that should reframe how you think about AI governance. When Gartner predicted that more than 40% of agentic AI projects will be cancelled by the end of 2027, one of the three causes...