Operating models6 min
The Marketing Team Is Now a Systems Team
Artificial intelligence moves marketing away from producing individual assets and towards designing, supervising and correcting the systems that produce them at volume.
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Thought leadership
Positions we are prepared to defend, published without a form in front of them
Everything the Centre learns that can be published, is published. No registration wall, no vendor sponsorship, and no argument we would soften if a partner asked us to.
Editorial policy
No vendor has paid for a mention, a placement or a favourable assessment in anything below. Where we are uncertain we say so, and where we have changed our mind we say that too.
Featured
Start here
Three pieces that between them cover the questions we are asked most: how the work changes, how to govern it, and how to keep the brand recognisable through it.
Governance6 min
Writing an AI Marketing Policy People Will Actually Follow
Most internal AI policies are written to satisfy a risk committee and are then ignored by everyone who has actual work to ship.
Read
Creative6 min
Brand Voice at Machine Scale
When output volume rises sharply, a brand voice held in the heads of three senior people stops being a standard and becomes a bottleneck.
Read
The library
Everything we have published
Filter by the part of the problem you are working on.
Showing 7 of 7 pieces
Operating models6 min
The Marketing Team Is Now a Systems Team
Artificial intelligence moves marketing away from producing individual assets and towards designing, supervising and correcting the systems that produce them at volume.
Read
Governance6 min
Writing an AI Marketing Policy People Will Actually Follow
Most internal AI policies are written to satisfy a risk committee and are then ignored by everyone who has actual work to ship.
Read
Creative6 min
Brand Voice at Machine Scale
When output volume rises sharply, a brand voice held in the heads of three senior people stops being a standard and becomes a bottleneck.
Read
Measurement7 min
Attribution You Can Defend in the Boardroom
The end of third party cookies did not break marketing measurement so much as reveal how much of it had always been decorative.
Read
Procurement6 min
Buying AI Marketing Technology Without Buying the Story
Every demo works, so the real job of procurement is finding out what happens on an ordinary Tuesday with your own messy data.
Read
Capability5 min
The Skills Australian Marketing Teams Actually Need Next
Prompt technique has a shelf life measured in product releases; the capabilities that hold their value are older, harder and less technical.
Read
Research6 min
Synthetic Audiences Are Not a Substitute for Talking to Customers
Simulated respondents answer instantly, never cancel and always sound plausible, which is precisely what makes them dangerous as a replacement for fieldwork.
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