Introduction: The Unseen Costs of Conventional Digital Strategy in enterprise marketing After two decades running global digital programmes and P&L responsibility for multimillion-pound budgets, I no longer accept the common assumption that more automation automatically means more commercial value. Too many organisations confuse activity for advantage: they automate poor decisions and scale inefficiency. The real […]

I believe most firms are overspending on AI because they are buying software before they have diagnosed operational friction. In 2026, that mistake is getting more expensive, not less, because vendors are selling breadth while commercial performance still depends on fixing a few bottlenecks: reporting lag, content throughput, campaign execution speed, and decision latency. The […]