What an AI psychodrama taught me about marketing leadership
Cheryl CalverleyWhat should have been a simple task for AI Geoff revealed more about the fallibility of most leaders – the inability to admit something isn’t working and move on.
Airbnb claims AI search drives higher conversion than Google
Grace GollaschAirbnb CEO Brian Chesky says AI chatbots are emerging as effective top-of-funnel channels, as the company doubles down on building its own “AI-native” experience.
Lloyds’ CMO on putting trust at the ‘heart’ of its narrative
Grace GollaschSuresh Balaji notes that AI advertising doesn’t matter if the user experience “falls flat”.
‘Want is different from need’: Are marketers drowning in their tech stack?
Josh StephensonAs part of a new series exploring the opportunities and challenges of martech, we look at how the explosion of tools has left many marketers confused about where to turn and what can be done about it.
Lloyds expects to generate £100m in value from AI this year
Amrit VirdiFollowing its ‘Project Turing’ in marketing, Lloyds is looking to scale AI across the business.
‘All marketing is going to be ABM-ed’: Why AI could be a gamechanger for account-based marketing
Emily ManockWith the vast majority of B2B marketers suggesting nurturing individual accounts is a strategic priority, AI is increasingly being positioned as the tech that can make this scalable.
The Week in Tech: UK ponders social media ban and is AI just a bubble?
Josh StephensonMarketing Week’s weekly round-up of the technology stories that impact the marketing sector: from AI to martech, regulation to public perceptions.
How a heritage cruise brand used a hybrid AI approach to make a splash
Josh StephensonFred Olsen Cruise Lines used a hybrid AI approach for its latest campaign to create efficiencies without sacrificing its human touch.
OpenAI to test ads on ChatGPT
Grace GollaschOpenAI will begin testing ads on ChatGPT in the US for some free and paid users on its low-cost subscription tier, designed to allow more people to access its tools with fewer usage limits or without having to pay.
The Week in Tech: Apple turns to Google to fix AI woes and Meta cuts VR division
Josh StephensonMarketing Week’s weekly round-up of the technology stories that impact the marketing sector: from AI to martech, regulation to public perceptions.
‘Human first, human last’: How one healthcare company used AI to increase its output threefold
Josh StephensonConsumer healthcare company Opella has embedded AI from the start to the end of the creative process while maintaining human input and quality controls.
Why AI-powered agencies will be at the forefront of marketing’s next digital revolution
Andrew HollandThe traditional agency model is set to change as AI-powered agencies opt for a leaner, more creative model.
HSBC’s B2B CMO on the false divide between marketing in B2B and B2C
Emily ManockNicole German, who heads up marketing for HSBC’s B2B business, says while the fundamentals of marketing remain the same as ever, the rapid rise of AI means it’s essential to get comfortable with change and to keep asking questions.
‘Never a finished product’: B2B marketers on closing the AI skills gap
Charlotte RogersWhile no one has it all figured out when it comes to understanding AI, B2B marketers are urged to jump in or risk being left behind.
How cybersecurity firm Gen used AI to create a YouTube series in three months
Josh StephensonGen’s CMO Krista Todd believes the AI-created campaign will have saved the team in the region of a million dollars, but saved funds should be reinvested.
5 trends that will shape B2B marketing in 2026
Emily ManockFrom the importance of buyer enablement and the impact of agentic AI to the role of LLMs in buying decisions and the rise of ‘fair-trade’ data, we outline the key trends on the horizon for B2B marketers in 2026.
Should marketers be searching for ‘AI literate’ talent?
Ian BurrellAI: Beyond the Hype. Should marketing leaders ramp up training in new tech for their existing teams or look to recruit talent with AI ‘expertise’?
Unlock AI’s potential: How artificial intelligence can add value to brands
Coral PayneBrands cannot afford to ignore the emergence of generative AI. Consumers are driving its adoption, demanding their brand experiences to be faster, more intuitive, more personalised and more convenient. Such a rapidly evolving and potent technology can be a daunting prospect, but forward-thinking companies are already testing its capabilities and familiarising their marketers with its […]
‘No substitute for truth-led ideas’: What AI means for marketing creativity
Matthew ValentineAI: Beyond the Hype. Is there a role for AI in creative “co-creation” that is both effective and ethical?
Why brands must move fast to keep pace with consumer AI adoption
Niel BornmanAI is making strides in retail personalisation and marketing content creation, and will continue to be a game-changer alongside expert human judgement.
Remove the ‘drudge work’: How is AI changing market research?
Ian BurrellAI: Beyond the Hype. Generative AI has the ability to transform market research, removing menial, time-consuming tasks. But tools need to be briefed “rigorously and comprehensively”, and results must still be “validated and interpreted by qualified humans”.
‘It’s not a slam dunk’: How will AI impact segmentation and targeting?
Ian BurrellAI: Beyond the Hype. Generative AI has the potential to streamline the way marketers approach segmentation and targeting, but it’s not without its limitations, according to marketers who have been experimenting with its use.
Why B2B marketers are approaching AI with a mixture of ‘excitement and caution’
Matthew ValentineAI: Beyond the Hype. Generative AI offers B2B brands a wealth of opportunity but marketers are experimenting with an edge of caution.
Can marketers delegate decision making to AI?
Matthew ValentineAI: Beyond the Hype. Marketers look set to benefit from delegating certain aspects of decision making to AI, that is if they can negotiate the pitfalls.
P&G on using AI to deliver ‘best possible value’ from ad spend
Niamh CarrollThe FMCG giant claims it ads are being tested and optimised in days versus weeks – and at a tenth of the cost – thanks to AI.
How LNER used AI to segment its audience and deliver more ‘precise’ campaigns
Grace GollaschTo address its “frequency challenge” LNER built a machine learning model to define “high-propensity” customers to target with email campaigns, resulting in higher conversion and less waste.
Reckitt: Don’t use AI to increase efficiency at the expense of recruiting junior talent
Niamh CarrollReckitt’s global director of data-driven marketing and media says generative AI must be used to “replace tasks not jobs”.
‘Dual velocity’ approach: How Coca-Cola marketers are adopting generative AI
Niamh CarrollThe Coca-Cola Company is keen to “jump in” to better understand how it can use generative AI across the organisation, but will not just use the tool for “the sake of doing it”.
‘There’s always money for a good idea’: O2 on why its AI granny ‘reinforces’ its customer values
Josh StephensonO2 has created AI grandma Daisy to tackle scammers and boost awareness of the brand’s fraud prevention technology.
Reckitt on Gen AI, ‘full funnel’ and why ROI is about to get easier
Charlotte RogersA firm believer in the strength of “full funnel ideas”, Reckitt’s Becky Verano is on a mission to “take the hood off” creativity and explore virtual production.
‘It will democratise creativity’: One global B2B CMO on how AI is ‘transforming’ its marketing
Josh StephensonInfosys has been hard at work embedding AI into the marketing function – and is already seeing the benefits in efficiency, experience and effectiveness.