AI in the Marketing Function.
Where AI genuinely changes marketing economics — automated media, generative creative, 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 it is true, much of it is noise, and executives are being asked to fund the difference. The practical question for a leadership team is narrower than the hype suggests: where does AI genuinely change the economics of the marketing function — and where does it merely change the invoices?
This session maps the terrain plainly. Automated media buying, where the platforms’ machine bidding has already absorbed work agencies used to charge for. Generative creative, where production costs are falling fast but distinctive brand work is not. Content operations, where AI collapses the cost of producing material — and, in doing so, collapses the value of producing what everyone else can now produce too. And the emerging one: AI search, where the channel itself is being rebuilt around generated answers.
It is equally direct about what does not change. Positioning is still a judgement call. Measurement still decides whether any of it worked. Commercial strategy still cannot be delegated to a model. The session closes with a practical frame for evaluating AI marketing tools before committing budget — what to pilot, what to ignore, and what to demand evidence for — and a view on what the shift means for team structure and agency scopes.
Sam works with 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 quietly got switched off — grounded in live campaign and search data rather than vendor benchmarks.
The session suits executive teams, industry conferences and franchise conventions — particularly 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 — automated media, generative creative, 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 — the same topic runs differently for a board than for a conference floor.
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