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A better customer experience is not a strategy. A company must know what it wants to excel at and what it will deliberately not optimize

Trying to offer a lower price, more features, faster delivery, better service and greater…

Generic marketing superlatives increase distrust. A precise fact sells better than the word “premium”

Words such as sustainable, clean, revolutionary or AI-powered are intended to persuade customers,…

Marketing and sales cannot align in a single meeting. They need to define together whom they actually want to win

Conflict between marketing and sales often begins before the first contact with a customer.…

Company websites are no longer read only by people. Marketing must explain the offer to customers and AI systems at the same time

B2B customers increasingly receive their first explanation of a problem, market and suppliers…

Companies are deploying AI across customer service, but survey data show costs are not falling and sometimes are rising

A survey of 150 customer-service and IT leaders shows a striking gap between the breadth of AI…

Marketing teams can manage campaigns in natural language, but they must change how they check data and AI results

Part of marketers’ work still consists of moving between screens, building queries and manually…

If AI produces interchangeable marketing copy, the problem is often not the tool but an ill-defined brand

Rewriting prompts or switching tools will not help if a company cannot clearly describe the…

For complex services, human help can increase conversion even among customers who prefer to research on their own first

Digital self-service lets customers check price, availability and options without sales pressure. In…

A customer move is a strong buying signal, but brands often notice it only after the customer leaves

Moving home forces households to reconsider internet service, insurance, retailers and other…