Insights
Thinking about AI,
marketing and work.
Research-backed articles on where AI is taking marketing, what it means for teams, and how to navigate the shift — written from real training rooms, not from the sidelines.
Beatrix Meszaros is an AI trainer and keynote speaker based in London. These articles cover AI adoption, Microsoft Copilot, agentic marketing, and the practical skills that knowledge workers and marketing teams need to stay relevant in 2025 and beyond.
AI ADOPTION
Why 90% of Enterprise AI Licences Go Unused (And What to Do About It)
Organisations are spending millions on AI licences whilst daily usage rates hover around 30%. The gap between procurement and adoption is a change management problem — not a technology one.
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Marketing Skills
Why Being a "Creative Marketer" Is No Longer Enough
AI skills now command a 28% salary premium — yet most marketers are still betting their careers on creativity alone. The data says that's a mistake.
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AI Strategy
From Generative AI to Agentic Marketing: A Practical Guide
Nearly 90% of organisations use AI in at least one function. Two-thirds haven't begun scaling it. Here's the practical guide to making the transition.
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E-commerce & AI
Your Next Best Customer Isn't Human: Preparing for Agentic Commerce
Within 12–24 months, AI agents will be executing purchases on behalf of your customers. Most businesses are completely unprepared.
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Decision-Making & AI
Stop Guessing. Start Simulating.
Most teams make decisions by reviewing reports and relying on experience. Customer Digital Twins change that entirely — here's how to start.
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