In boardrooms across the world, executives are grappling with the pressure to define their AI strategy. But while their eyes are fixed on the horizon—tracking roadmaps, forecasts, and disruption—they often overlook what’s already unfolding inside their organisations: the invisible adoption of…
Why A/B Testing Is No Longer Enough
For years, A/B testing has been the trusted companion of marketers—offering a methodical, data-backed approach to campaign optimisation. Test two versions of a message, serve them to split audiences, and invest in the one that performs better. Logical. Sensible. Economical. But…
If granny can now make a TV ad, should you hire her?
A caution to business leaders adopting Generative AI without a plan Last week, OpenAI launched its upgraded visual toolset, and just like that, another level of creativity, execution and automation became available at the click of a prompt. We can now…
How AI is Reshaping UK Customer Loyalty Programmes
Artificial intelligence is transforming customer loyalty programmes in the UK, as brands compete to offer hyper-personalised experiences while balancing data privacy concerns. A shift towards instant digital rewards and sustainability-driven initiatives is reshaping the way businesses build lasting relationships with consumers….