Grant Hillary Summary Analysts project that by 2028, up to 90% of B2B buying decisions will be AI-mediated, with an estimated $15 trillion in global spend flowing through autonomous agent systems. The research phase, vendor shortlisting, and evaluation now happen inside…
The Six Labs Model: When to Deploy Each Marketing Capability
Dean McCoubrey The Six Labs Model is a commercial intelligence framework that explains when and why to deploy different marketing capabilities across strategy, brand, content, production, search, and technology to improve decision quality and revenue outcomes in B2B organisations. The Six…
The Complete Guide to Commercial Intelligence for B2B Brands
By Dean McCoubrey What Commercial Intelligence Actually Means What is commercial intelligence in marketing? Commercial intelligence is an operating system that turns market signals, buyer behaviour, and go-to-market performance data into decision-grade guidance for commercial leaders. Its purpose is to give leadership…
Gen AI needs a Carney Moment in 2026
By Dean McCoubrey Summary: Gen AI and the future. AI dominance mirrors Big Tech’s rise through utility, not force. Yet regulatory frameworks lag behind capability, creating an ethics vacuum. Unlike social media, Gen AI participates in cognition itself, automating decision-making in…
Davos Insights: Why AI Will Break Most Brand Strategies Before 2030
Mike Butler Summary AI is dismantling traditional brand strategies by reshaping how value is perceived and discovered. Five critical threats emerge by 2030: commoditised differentiation, trust as currency, skill misalignment, data ethics, and invisible brands inside machines. Winning brands will build…
3 Key Takeaways From NRF 2026 for Retail Marketing Leaders
By Mike Butler NRF 2026, The event of the year I spent the last few days in New York during NRF 2026, one of the biggest retail events of the year. This conference was grounded in truth rather than shaped by futuristic…
Best AI-First Marketing Agencies in the UK for 2026
By Dean McCoubrey AI has become core infrastructure for modern marketing. By 2026, the UK’s leading agencies are less defined by channels, headcount, or awards, and more by how effectively they combine AI, human judgement, and commercial outcomes within a single…
2025 Year in Review: When AI Went Bananas
By Dean Mc Coubrey Introduction to the 2025 Year in Review: AI’s Explosive Growth in 2025 To understand the scale of 2025, look away from Silicon Valley. Look instead at the construction sites in Texas or Michigan, where steel frames the…
AI, creativity, and the year we all had strong feelings about it.
We’re All Being Herded Into the AI Pasture. Whether We Like It or Not. By Geraint GronowDecember 2025 As 2025 draws to a close, I’ve been reflecting on how AI and creativity have danced through the year. Sometimes gracefully. Sometimes awkwardly….
Retail Marketing Explained: Is It Worth It for Brands in 2026?
By Grant Hillary Is your brand struggling to make a meaningful impact in the competitive retail landscape? This article will explore the essential elements of retail marketing, revealing strategies that can transform your approach and drive measurable growth. In fact, brands…