WHITEPAPERS
These whitepapers examine the operating, commercial and organisational questions behind emerging marketing technology. Each paper combines practical experience, recognised evidence and original frameworks to help leaders make clearer decisions, introduce proportionate control and turn experimentation into repeatable, measurable ways of working.
WHITEPAPER
Beyond the prompt:
A practical operating model for using AI in marketing.
AI adoption in marketing is an operating-model challenge.
The difficult part in my experience isn’t getting access to the tools, It’s deciding where an uncertain output is useful, where a defined outcome is safer, where experience still matters most and how those choices fit together inside real work.
This paper maps the journey from scattered experimentation to a practical operating model for AI in marketing.
48 pages • 7 chapters • Free PDF
