Insights

78% of enterprises have an AI pilot running. Only 14% have scaled one to organisation-wide use. We find that gap worth sitting with, because it’s where most of the organisations we speak with are quietly stuck right now.

AI increases analytical capacity in your marketing team, but at the same time user privacy concerns decreases data quality. The answer is to take a new approach to marketing measurement and incorporate learnings from the golden age of advert­ising. If done right, this approach gives strategical as well as tactical insights. If you are new to these methods, you are likely to see effect increases from your marketing by at least 15-30%.

We all know the appeal of a campaign that runs itself. That's what AI-driven marketing promises, but full automation isn't the end goal. It's just a tool, and like any tool, it only works as well as the strategy guiding it.

Most marketing teams have been using generative AI for a while now. Drafting copy, brainstorming ideas, summarising research, it's become part of the workflow. But there's a shift happening that goes beyond chatting with a language model and hoping for a useful reply. We're moving from AI that helps us do our work to AI that actually does work for us.

Much of the conversation around digital marketing still focuses on what is new: new tools, new platforms and new capabilities, particularly around AI. But the more useful question now is simpler: what is here to stay?

AI is transforming how brands create, personalise and scale content. It can analyse behaviour in seconds and process output at much higher pace, but speed isn’t the same as quality connection. When every brand has access to the same tools, authenticity becomes the real differentiator. The challenge isn’t whether to use AI, it’s how to integrate it in a way that strengthens your human touch.

“Content and MarTech specialist Eliott Friberg looks at how Optimizely CMP helps marketing teams bring structure to planning and collaboration, and why the right onboarding approach is essential for turning the platform into a practical way of working.”

The AI flood isn’t coming. It’s already here. Infinite content. Near-zero cost. Total accessibility. Every brand can now generate thousands of assets a day… polished imagery, professional video, endless copy variations. What once required time, teams and investment is now instant. The result? What we used to call the sea of sameness has become a flood. And it’s washing away everything that isn’t anchored to something genuinely distinctive.