When AI breaks things, the provider may be accountable for parts of compliance, depending on their role. The deployer is accountable for how it is used in their organisation. Regulators and stakeholders will not accept “the tool did it” as a defence, especially where transparency, oversight, and monitoring were expected. Inside the company, Marketing Ops is rarely the legal owner of the risk, but it is often the operational owner of whether the business can prove it is acti

Most companies are trying to implement AI before they’ve done the basics. They haven’t mapped their processes. Their data is messy. No one knows who owns what. And yet… they’re plugging in AI like it’s going to fix everything.

Keeping up with MarTech advancements is both a necessity and a challenge!

Without their buy-in, even the most promising ideas risk being shelved.

Many marketing professionals fear that these innovations will render their roles redundant, creating a divide...

Partnering with a consultancy firm often brings unparalleled benefits that can make a substantial difference in outcome...

Undertaking a marketing technology (MarTech) audit can offer several significant advantages for a large company.

Basically put, a MarTech audit is a comprehensive evaluation of all the marketing technologies, platforms, and tools that a company uses.

Marketing operations (MOPS) is an evolving, multidisciplinary, and multifaceted function with a single goal: to improve and prove the...