The technology behind AI in marketing is advancing rapidly and new tools are appearing almost daily. AI noise and excitement is everywhere leaving businesses and brands confused about where best to start their journey.

Enthusiasm might be high but the real challenge lies in successful adoption and execution. Ambition must become action if AI is to drive competitive advantage.

As early adopters, our AI marketing team has been integrating the tech and tools into our day-to-day workstreams to understand where we can maximise the benefits both across our own team and ultimately, for our clients.

We’re already using AI in PR, automation, personalisation, data and insights, as well as for driving efficiency across our people and operations departments. But transparency and ethics matter. Through our own journey we are adopting and using AI responsibly, ethically, sustainably and securely to ensure we remain on track with our B Corp goals and guide our clients to do the right things and to do things right as we navigate this long and winding AI road.