AI in Marketing

AI in marketing often stays stuck in the pilot stage. Why the step from experiment to operating system depends on workflows, not tools.

AI literacy in the team means judgement, not prompt tricks. Why one off trainings fail, what the EU AI Act requires and what it means for a brand.

An AI strategy for the marketing department describes changed work, not a list of tools. Why processes, leadership, brand rules and measurement come first.

AI Overviews answer questions directly in Google Search. What changes for SEO, why fashion is harder to read and what a brand should do now.

AI agents in marketing carry out tasks in several steps on their own. Why using them is a question of delegation, and which guardrails a brand needs.

Predictive analytics is almost always sold as a look into the coming season. What arrives in practice is smaller and more useful: a probability that lets a decision be made a few days earlier than it otherwise would have been. The difference sounds academic and is not, because it decides whether the project is still…

The term content supply chain sounds like logistics, and that is exactly the point. It describes the path of a piece of content from idea to delivery as a production line, with handovers, waiting time and bottlenecks, the way you would look at procurement. Anyone who has tried to finish forty images, three languages and…

A few months ago I started watching my own website to find out who actually reads it. The answer was uncomfortable. Less and less often a person clicking a search result, more and more often a model that collects the text, summarises it and passes it on. Answer engine optimization is the name the industry…

Programmatic advertising is no longer a special route in most companies, it is the normal way media budget leaves the building. That is exactly why nobody asks anymore what is actually being bought. The automation handles the purchase reliably, but it does not decide whether the environment suits the brand. What I took away from…

Marketing automation is sold on time saved, and that is exactly where the misunderstanding starts. The flows I have built or inherited rarely saved work. They moved it, away from sending and towards maintaining. Knowing that in advance changes how you plan and leaves you less disappointed. The value is still there. It just sits…

A customer data platform usually gets bought before anyone has agreed on the problem it should solve. That is the pattern I have taken away from every selection process I have been part of. The opening question is almost always which tool to pick. The question that should replace it sounds different: which decision can…

The creative brief has grown thinner in most companies over the years, and with generative tools that thinness takes its revenge immediately. Someone who briefed vaguely used to get one mediocre idea back. Today they get thirty, all plausible, and none of them decidable. That has changed my view of this single document more than…

Visibility in language models is the first question about reach in a long time that nobody in marketing has a practised answer for. The mechanics are new, the measurement is thin, and decisions are being made anyway. I think that makes it the right moment to build a position, before the agencies turn it into…

AI image generation moved from novelty to budget item in fashion faster than almost anything else I have worked with. The conversation about it is almost always a conversation about cost, which is understandable and still beside the point. Treat the technology as a saving and you get pictures that are cheaper and carry less.…