In a world flooded with AI tools and inflated promises, John Watton, Fractional Advisor, CMO at LettsGroup and former EMEA Marketing Director at Adobe, brings a refreshing dose of clarity. John shares how to cut through the noise and focus on what really matters: solving real problems, measuring real ROI, and building governance that scales.

In this insightful conversation, John outlines how Gen AI can unlock 5–15% of marketing spend for reinvestment – if it’s implemented with purpose. From multilingual content creation to dynamic creative testing, he shows how AI can enhance marketing execution without replacing strategic thinking.

Download to learn more about:

• ROI with Rigour: Gen AI can free up budget, but meaningful returns take time and discipline
• Purpose-Driven Adoption: Start with real use cases, not shiny tools
• Governance First: Clear policies, transparency, and regular audits are essential
• AI as a Partner, not a Pilot: Use AI to expand thinking, not to automate leadership