AI in the Marketing Function.
Where AI genuinely changes marketing economics, covering automated media, generative creative and content operations, and what remains unchanged. A grounded read on what to adopt, what to watch and what to ignore, from inside a working practice.
Every vendor deck now claims AI transforms marketing. Some of that is true and a lot of it is noise, and executives are being asked to fund both. The practical question for a leadership team is narrower than the hype suggests. Where does AI actually change the economics of the marketing function?
This session goes through four areas. The platforms’ machine bidding has already absorbed a large part of the media buying work agencies used to charge for. In generative creative, production costs are falling fast, but distinctive brand work is not getting cheaper. Content operations is where the cost of producing material falls furthest, and it is also where the value of material anyone else can now produce falls with it. The fourth area is AI search, where the channel itself is being rebuilt around generated answers.
The session is just as direct about what does not change. Positioning is still a judgement call. Measurement decides whether any of it worked, and commercial strategy cannot be handed to a model. It closes with a practical frame for evaluating AI marketing tools before you commit budget: what to pilot, what to ignore, and what evidence to ask for. There is also a view on what the shift means for team structure and agency scopes.
Sam uses these tools daily inside a live advisory and delivery practice, across accounts where results are tracked to revenue. The observations come from production use: what held up and what got switched off. They are based on live campaign and search data, not vendor benchmarks.
The session suits executive teams, industry conferences and franchise conventions. It works well for networks that need a shared, realistic view of AI across many local operators before someone buys the wrong thing at scale.
What the room leaves knowing.
- Where AI is genuinely changing marketing economics, from automated media to generative creative and content operations.
- What remains unchanged: positioning, measurement and commercial judgement.
- A practical frame for evaluating AI marketing tools before committing budget.
- What the shift means for team structure, agency scopes and in-house capability.
Audience. Executive teams, industry conferences and franchise conventions. The material is adapted to the room after a briefing call. A board session and a conference session cover the same topic differently.
Formats. The session is delivered as:
- Keynote (30–45 min)
- Franchise convention session
- Executive briefing (60–90 min)
Also on the current list.
AWhen Search Stops Sending Traffic
What AI answers mean for organisations built on search visibility, and the practical moves that preserve demand as clicks decline.
BMeasuring What Matters
Why many marketing dashboards measure activity rather than growth, and the questions executives should ask before approving next year’s budget.
Formats, audiences and the booking process are on the speaking page.
Let’s talk about what’s next.
For speaking enquiries about this session, include the event, the date and the audience. Enquiries are answered directly by Sam.
sam@sampark.com.au