THINKING
Point-of-view articles, practical playbooks, and video for senior marketers navigating AI, data, and the operations that sit between strategy and growth.
ai
9 October 2026
12 months of AI-assisted analytics across leisure, restaurants, insurance and ecommerce. What we learned about definitions, data checks and control groups.
Read →ai
19 August 2026
A year of building customer analytics with AI agents: the 4 jobs where it reliably works and the 5 where we tell clients to use something else.
Read →ai
13 August 2026
What a year of building customer analytics with AI agents taught us about speed, first-party data and verifying the numbers that carry a decision.
Read →ai
15 June 2026
Keyword tools measure how people typed in 2019. Prompt research reveals how they ask AI in 2026. Here's how to make the shift.
Read →customer
13 June 2026
Synthetic personas built on fake data produce plausible responses from no one. The fix isn't better models but better context from actual customers
Read →marketing
12 June 2026
Most retention teams are held accountable for outcomes they can't directly influence. Product and acquisition determine retention before CRM even starts.
Read →ai
29 May 2026
Exceptional creative messaging can convert in one exposure. The industry's obsession with programmatic volume is destroying what actually moves the needle
Read →compliance
16 May 2026
Whoever owns the data will win in agentic AI. Model sophistication matters less than data control for measurable marketing performance
Read →ai
12 May 2026
For A$1 pound on software, marketing teams spend A$6 on people. AI agents for marketing are about to break that ratio. Here's what changes.
Read →ai
28 April 2026
The brief you write determines AI success more than the intelligence behind it. Most organisations rush to deploy without understanding what they need
Read →ai
20 April 2026
AI dashboards trained on siloed data visualise conflicting truths faster. The first job is reconciling data lies, not generating charts.
Read →ai
10 April 2026
AI ROI is decided before you buy. Most enterprises run vendor demos without knowing if their data can deliver the promised value. Here's what to do.
Read →ai
10 April 2026
AI-accelerated marketing delivers results when it's built on solid strategy and real customer insight. Here's what that actually looks like in practice.
Read →ai
30 March 2026
Subscriptions surface something true across all of marketing: AI and data only work if the foundation underneath them is right.
Read →crm
16 March 2026
Sky didn't discover new loyalty insights. They finally actioned signals buried in their data for years. The real problem is execution velocity.
Read →ai
9 March 2026
AI isn’t failing marketers. The starting point is. Learn the 4 stages of AI maturity and how to move from experiments to real marketing impact.
Read →ai
20 February 2026
AI discovery is reshaping search. Learn why SEO is no longer enough and how Generative Engine Optimisation ensures your brand is part of the answer.
Read →GEO
9 February 2026
GEO monitoring isn't a tool choice. Learn how smart brands measure AI visibility, avoid black-box data and make better GEO decisions.
Read →ai
2 February 2026
Why most AI marketing initiatives fail to scale. Discover the four structural foundations required to achieve true AI maturity and performance impact.
Read →ai
12 December 2025
In 2026, AI won’t be the bottleneck for marketing teams - organisational design will. Here’s how to restructure for speed, scale, and commercial impact.
Read →ai
28 November 2025
A bold AI playbook for CMOs: unlock speed, scale, and ROI by shifting from tools to a full AI-powered operating model.
Read →SEO
18 November 2025
Build AI-citable content with structure, clarity, and credibility to surface in generative search results and GEO engines.
Read →ai
17 November 2025
Discover how the Sense-Decide-Act-Learn loop is revolutionizing marketing by enabling continuous optimization and smarter, faster performance.
Read →marketing
31 October 2025
Agentic AI is redefining performance marketing. Discover 10 proven agent use cases that deliver measurable ROI and compounding performance gains. See how leading brands like Klarna, LVMH, and Expedia deploy agents that sense, decide, act, and learn for continuous improvement.
Read →ai
22 October 2025
Still running a campaign-first, siloed marketing org? Here’s why AI won’t save outdated operations—and what a 2026-ready structure really looks like.
Read →ai
19 September 2025
If AI tools are the new front door to your brand, your content needs to be written for them. Here’s what citable, AI-friendly content really looks like.
Read →ai
9 September 2025
5 hard-won lessons from building AI agents for marketers: from briefs to QA, measurement to scaling. A practical guide for CMOs.
Read →ai
8 September 2025
AI search engines don’t rank pages - they read, parse & cite them. Here’s how to structure your brand’s digital footprint to stay visible and competitive.
Read →ai
26 August 2025
AI won’t fix your broken marketing workflows. Discover why operational maturity — not tech — is the real unlock for AI in marketing.
Read →SEO
18 August 2025
Search is changing. Learn why SEO no longer guarantees visibility—and how to get your brand seen in AI-generated answers.
Read →17 July 2025
Discover how Sentiment Monitor Agents use real-time brand sentiment analysis to detect shifts in customer perception - before reputation takes a hit
Read →compliance
8 July 2025
Discover why the EU AI Act applies to all AI - not just generative - and what marketers must do now to stay compliant and avoid multimillion-euro fines.
Read →5 July 2025
Discover how agentic AI is transforming marketing - from automation to personalization—by pairing intelligent agents with expert human oversight
Read →5 July 2025
AI agents are replacing legacy agencies. Learn how expert-led agents deliver faster, smarter, scalable marketing execution with real business impact.
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Simon Spyer on AI agents, modern marketing operations, and the gap between where the industry is heading and where most teams are today.
Speed without a strong brief is just a more efficient way to get the wrong answer. The real opportunity is upstream — in diagnosis, research, and strategy.
The best AI applications are upstream — in the diagnostic phase, for rapid research and data collation. Not in execution. That sequencing matters more than the tools.
The rush to deploy AI agents without proper problem diagnosis and briefing skills is creating dangerous organisational blind spots.
AI's true value in marketing isn't replacing human thinking about customer relationships — it's amplifying the insights that come from understanding what customers actually need.
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Practical tools and playbooks. Take them into your next planning session.
Free online assessment — 5 minutes
Find out where you actually stand. Not where you think you stand. This five-minute assessment benchmarks your team across data, people, process, and technology — and shows you what it takes to move to the next stage. No fluff. Clear diagnosis.
Playbook — free PDF download
Generative AI has rewritten the rules of search. Google's AI Overviews, ChatGPT, and Perplexity are cutting organic traffic by up to 64% in some sectors. This playbook gives you five core strategies, a four-phase execution framework, and the metrics that now matter most for visibility in AI-powered search.
Whitepaper — free PDF download
AI won't fix broken workflows. It exposes them. This whitepaper is for insurance marketing leaders navigating the shift from AI experimentation to operational orchestration — covering what needs to change in how marketing teams are structured, how data is used, and how AI is deployed as a catalyst rather than a crutch.
