The 90-day AI integration plan for marketing leaders
A concrete week-by-week plan for marketing leaders to integrate AI without breaking the team or the brand. No hype, no agentic theatre.
Perspective
Opinions, insights, and the occasional provocation.
Building content engines that compound
Most content marketing programmes are campaigns wearing a content disguise. Here's what actually compounds, and why it usually doesn't.
How to evaluate AI tools without falling for the demo
Every AI tool demos brilliantly. Most don't survive contact with a real team. Five questions that separate the keepers from the wreckage.
When not to use AI in marketing
AI helps with most things. Not everything. Five places where reaching for the model is the wrong move, and what to do instead.
The SEO playbook for premium endurance brands
A teardown of how to build organic discovery for a premium cycling, running or endurance brand. Structure, technical layer, content cadence, the lot.
Five practical ways to improve content production with AI
Not the generic 'use ChatGPT to write blogs' advice. Five workflow changes that actually move the needle on content output and quality.
Paid channels in the AI era: when bidding agents face off
Paid media is now an arms race between AI agents. The brands winning are the ones who understand what the agents on both sides actually optimise for.
Earned channels in the AI era: when journalists also use AI
Earned media hasn't gone away. It's been rewired. Here's how PR, social and influence actually compound when AI is in everyone's stack.
Owned channels in the AI era: from website to platform
Static websites are the wrong asset for AI-era marketing. Here's why owned channels need to behave like products, not brochures.
The hidden cost of AI adoption nobody talks about
Most AI adoption failures aren't about the tools. They're about the people, the workflows and the second-order effects everyone underestimates.
Why Most Marketing Advice Is Noise
AI has rewritten the rules of sales and marketing. Most advice hasn't caught up. Here's what actually matters now.