Automated bidding is when the ad platform sets your bid for each auction, using a model that predicts how likely that impression or click is to lead to the result you've chosen. AI-run campaigns go fu...
Predictive AI uses past data to estimate what's likely to happen next: which accounts are likely to buy, which customers are likely to leave, or which ad is likely to get a response. Generative AI pro...
Use AI for the research behind a campaign brief, and make the decisions in it yourself. A campaign brief records decisions the business has already made and passes them to the people doing the work: t...
Last verified 16 August 2026
Most of what marketers have been told they must now do under the EU AI Act is not their obligation. Telling people they are talking to a bot, and putting machine-readab
...
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 replacing digital marketing tasks faster than it is replacing digital marketing jobs, and the jobs it affects most are entry-level roles built on production work. Employment of 22 to 25 year old...
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 ...
Every generation of marketers believes it is living through a transformation of the profession. Television changed how brands reached mass audiences. Databases introduced new forms of targeting and di...
The difference between a marketer who gets genuinely useful output from AI and one who gets plausible-sounding filler is almost entirely in how they prompt.
AI tools don't interpret intent. They resp...
For a decade, B2B marketing relied on a relatively predictable model: buyers search for information, find your content in organic results, click through to your site, and enter your nurture system. Th...
Personalisation is one of the most cited AI use cases in B2B marketing, and one of the most frequently oversold. The technology has advanced genuinely. The infrastructure and data most organisations h...
The appeal of AI for market research is obvious: faster synthesis, broader coverage, and lower cost than traditional research approaches. The risk is equally real. AI-generated research looks authorit...