AI in Marketing - Hype, Opportunity and a Reality Check

Many executive teams I speak with today have AI firmly on their strategic agenda. But when you look a layer deeper, at how it’s actually being used in practice inside marketing functions, things become less clear.

Most of us in marketing have grown up with the traditional 4Ps - Product, Price, Place and Promotion - as a simple way to emphasise the pillars of marketing.

To bring some clarity to what can otherwise feel like a very broad and noisy space, I’ve applied this familiar framework to AI adoption in marketing.