“While GenAI tools can help generate content with remarkable efficiency, without the right inputs they can miss the nuance, and humanity that makes a brand connect and be recognised.” Tom Claridge, Head of Strategy, U-Studio OLIVER*

Here’s where that marketing curiosity Pete mentioned really comes into play. Strategic AI use looks fundamentally different from operational efficiency. Instead of just making current processes faster, it shifts your entire approach from outputs to outcomes.

The Evolution:

• Output focus: Your team uses AI to produce more social posts, more campaign variations, more content at scale.
• Outcome focus: Your team uses AI to identify which strategic themes will drive business growth before creating anything.

Here’s what strategic transformation looks like in practice:

• Operational approach: Generate 50 social posts instead of 10.
  Strategic approach: Use AI insights to identify which 5 messages will drive actual engagement. For example, embedding the right tools, like Pencil, help predict creative performance.
• Operational approach: Create campaign variations 10x faster.
  Strategic approach: Use AI to discover positioning gaps competitors haven’t filled.
• Operational approach: Automate email sequences.
  Strategic approach: Use AI to predict which customer journey moments create lasting brand loyalty.

The difference is exciting: strategic AI doesn’t just speed up your existing processes, it reveals entirely new ways to create value and connect with your audience.