AI & Automation in Modern Marketing [Video series]

What the AI Evolution Means for Marketers with Claire Elsworth & Nick Handley

In this video, join marketing experts Claire Elsworth and Nick Handley as they demystify the AI evolution and explain what it means for modern marketers…

Claire and Nick challenge the idea that AI is a threat, instead revealing how it’s a powerful tool to enhance creativity and streamline your campaigns.

Key discussion points:

• AI & Search: Discover how AI is changing search, and why the core principles of marketing remain more important than ever.
• Zero-Click Future: Learn why a decline in clicks isn’t the end of the world, and how to measure success in a new, AI-driven landscape.
• The Marketer’s Mindset: Understand the new skills and mindset required to thrive in an era where AI is your co-pilot, not your replacement.

Whether you’re a seasoned pro or just starting your career, this video will give you the confidence and insight you need to stay ahead of the curve.

Balancing AI-Driven Optimisation with Human Creative Control with Claire Elsworth & Immy Sheppardson

In this video, join marketing experts Claire Elsworth and Immy Sheppardson as they discuss how to strike the perfect balance between technology and creativity for powerful, authentic campaigns.

In this video, you’ll learn:

• The Problem with Over-reliance on AI: Find out why using AI without human input can lead to generic, ineffective content that gets lost in the noise.
• AI as an Amplifier: Discover how to use AI to amplify human ideas and strategies, from ideation to final execution.
• Predicting Creative Effectiveness: Learn about innovative AI tools that can predict how well a creative asset will perform even before it goes live, saving time and resources.
• Balancing Data and Creativity: Understand how human unpredictability and platform data are essential for continuous learning and optimising campaigns, even with automated systems.

Search in the AI Era: Optimising for Google AI Overviews & LLMs

Navigating the AI era requires a new approach to search engine optimisation (SEO). In this video, join marketing experts Charlie Norledge and Lauren Henley as they break down how to show up and stay relevant in a world dominated by Google’s AI Overviews and Large Language Models (LLMs) such as ChatGPT.

What you’ll learn:

• The Great Divide: Understand the shift from clicks to “zero-click” searches, where users get direct answers from AI overviews without visiting a website.
• Optimising for LLMs: Learn to move beyond single-keyword tracking and start measuring performance at a “prompt level”—focusing on conversational queries that users ask LLMs.
• The Power of Brand: Discover why investing in your brand’s reputation and authority is more critical than ever. Google’s AI looks for citations from reputable sources and earned media, making these new key performance indicators.
• Practical Strategies: Find out how to use AI for better competitive analysis and how to adapt your digital PR campaigns to secure mentions in high-level publications that AI models trust.

AI Supported Optimisation & Experimentation with Claire Elsworth and Liam Wade

Optimisation and experimentation are key to marketing success, and AI is here to make them smarter. In this video, Claire Elsworth and Liam Wade discuss how AI is transforming the way we test and refine our strategies, giving marketers more power and control over their campaigns.

What you’ll learn:

• AI’s Role in Optimisation: Understand how AI takes the pressure off repetitive tasks, freeing up human specialists to focus on strategic thinking and creative problem-solving.
• Beyond the “Walled Garden”: Discover how AI helps marketers deploy media budgets more effectively and conduct experiments across multiple channels, not just within a single platform.
• The New Era of Planning: Find out why a reactive approach to media planning is becoming a thing of the past. Learn how AI agents can create proactive plans by analysing diverse data sources, from keyword search volumes to weather patterns.
• Avoiding Conflicting Experiments: See how AI can help you manage complex experimentation plans, phasing tests correctly to deliver the most robust and credible results without conflicting with one another.

How online platforms are adapting and implementing AI with Aaron Dicks & Nick Handley

Learn how major marketing platforms like Google and Meta are integrating AI to change the way we advertise. Nick Handley and Aaron Dicks explain the profound shifts happening behind the scenes and how marketers need to adapt.

In this video, you’ll learn:

• Google’s AI Evolution: Discover new AI-driven features like AI Max for Search and Product Studio. See how these tools are moving beyond keywords to a more intent-based approach, allowing you to create personalised product imagery and more.
• Meta’s Advantage+: Get an inside look at how Meta’s new Advantage+ system uses AI to optimize creative assets for different audiences, sizes, and platforms.
• The Shift in Control: Understand why platforms are taking more control from marketers, and why this means your focus should shift from managing the tools to feeding them with high-quality data.
• The New Marketing Mindset: Learn why the most important role for marketers is becoming that of a data curator and strategist, ensuring the AI systems have the right inputs to deliver the best possible results.

The Automation Advantage: Streamlining the Doing to Do More Thinking

With activation becoming increasingly automated, how do performance marketers stay ahead? In this video, join Performance Director Liam Wade and Paid Media Director Mike Wickham as they reveal how AI is shifting the role of marketers from “doers” to “thinkers,” unlocking new opportunities for growth.

What You’ll Learn:

• The Automation Advantage: Find out how AI-powered tools like Google’s Performance Max and Meta’s Advantage+ free up time by handling repetitive tasks, allowing you to focus on high-level strategy.
• Reinvesting Your Time: Discover why this newfound time isn’t an “automatic cost saving.” Instead, it’s a valuable resource that should be reinvested into more creative thinking, experimentation, and cross-channel testing.
• Beyond the On/Off Switch: Learn to avoid treating performance marketing like a simple on/off switch. The experts explain how you can still have significant control by feeding AI platforms the right data and making strategic tweaks.
• The Dangers of Efficiency: The video warns against focusing solely on efficiency, which can lead to performance plateaus and a loss of brand differentiation. It highlights the importance of using AI for creative exploration rather than just iteration.

Beyond Tomorrow: Navigating an AI-First Future with Mike Wickham & Aaron Dicks

Explore the future of marketing in an AI-first world with Mike Wickham and Aaron Dicks. This video tackles the big questions facing brands today: how to generate high-quality content, where to invest for the best results, and what the role of a marketer will be in the age of AI agents.

In this video, you’ll learn:

• The Evolution of Content: Discover why the current reward system for AI-generated content may change and why a new model for compensating creators is on the horizon.
• Beyond Human Behaviour: With the rise of AI agents that can do things like shopping for consumers, learn why marketers must now think about how to market to both human behaviour and artificial intelligence.
• Investing in the Right Places: Find out how to make smart decisions about where to invest your resources—whether in new technology, skills, or people—in a market that’s changing at lightning speed.
• The Future of the Marketer: The experts highlight that while many jobs will change, new ones will emerge. The key is to focus on what AI can’t replicate: strategic oversight, creative curation, and shaping the way AI systems work.