Evidence-based thinking for strategic marketers

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 ...

Most B2B sales and marketing alignment initiatives fail despite good intentions, reasonable investment, and genuine effort from both sides. The reason is consistent: they diagnose a structural problem...

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...

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 ...