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Tag: ai
The default instinct when AI and budget pressure arrive together is to treat AI as a cost-reduction tool. Three contributors make the case for a different approach: using AI to expand what your marketing team can attempt, not just to do existing things more cheaply
- SEO is still SEO. Google recently published its first official guide to optimising for its AI search features, and the headline for anyone being sold a pivot is a short one.
- AI has made paid media targeting genuinely more efficient - but not all of it works in the advertiser's favour. Owen Driver and Tom Morton break down where the technology earns its keep, and where marketers need to keep a closer eye on what the platforms are actually doing.
- Businesses are building AI into their operations faster than ever. The efficiency gains are real. But there's a risk emerging that Sean Dwyer, Managing Director at Door4, thinks isn't being discussed enough.
- Testing small isn't about speed, it's about knowing when to stop. From crawl-stage prototypes to signals that matter more than ROI, here's what happens when you build something small and are honest about whether it's worth scaling.
- GenAI has made it easy to build new marketing tools. Turning them into something the business actually uses is the hard part. Leon Calverley explores why most pilots stall and what it takes to turn early wins into lasting capability.
- The "wow" phase of AI is over. If you’re still using it to churn out content, you aren’t innovating, you’re just adding to the noise. We spoke with John O’Rourke and Leon Calverley to discuss the "luxury" choice every marketing leader must make: stopping the busywork to finally fix your processes.
- AI is accelerating marketing automation, but most teams are either ignoring the legal implications or letting them become a blocker.
- What does daily collaboration between PPC and SEO actually look like? Tom Morton and Owen Driver from Door4's activation team explain how shared KPIs, coordinated planning, and AI-powered efficiency turn channel expertise into one joined-up growth engine.