Evidence-based thinking for strategic marketers

Here is the uncomfortable truth first: you cannot see the queries. There is no Search Console for chatbots, no keyword report for AI assistants, no dashboard anywhere that shows you what buyers in you...

Your next buyer probably will not find you the way your last one did. They will ask an AI assistant to compare the options in your category, read a synthesised answer that names three or four vendors,...

The debate about whether to use AI agents is mostly over, and the more useful question has quietly replaced it: once a human and a machine share the same work, who does what?

Get that division of labo...

Every marketing event, feed and vendor deck right now is promising the same thing: AI agents that will run your campaigns, qualify your leads and rebuild your team around autonomous work. The volume i...

Direct answer: stop trying to follow AI news and maintain a system instead: a weekly 30-minute read of three to five curated sources, one monthly bench test of a new capability on your own work, a qua...

Direct answer: automate a marketing task only when it passes four gates: it sits comfortably inside AI's proven capability for you, it's low judgment, it's low consequence, and it recurs often enough ...

The short answer: use AI to accelerate marketing production (drafts, synthesis, options, analysis support) while keeping strategy, judgment, and customer relationships deliberately human. Map which of...

Direct answer: evaluate any AI marketing tool with three checks: Value (name the recurring job from your real week it would do, sized in hours), Evidence (bench-test it on your own task against your c...

Direct answer: most marketing prompts underperform because they starve the AI of context, not because the wording is wrong. Fix it with ICO: Input (what you're giving it to work with), Context (who it...

Direct answer: AI reliably handles marketing production and digestion: first drafts, summarising research, generating options, reformatting content, and synthesising large volumes of text. It cannot r...