🧭 Playbook

Days 1–30

• Inventory the AI already in useList every AI tool in marketing and at your agencies — including tools people pay for themselves — with owner, cost, pricing model (seat or usage), data access and users.
• Measure your true AI share and readinessEnter your budget lines in the budget planner, tag the AI-related share of each, and answer the readiness check. Share the result with your CFO.Open →
• Draft your brand guardrailsBuild the brand voice guide, AI content policy, disclosure rules and approval workflow; review them with legal and your brand lead.Open →
• Take the readiness assessmentScore your marketing organization on the ten domains and pick the three biggest gaps to work on first.Open →

Days 31–60

• Launch two measured pilotsOne content production pilot and one of personalization, AI search visibility or insights, each with a baseline, a target and an owner.Open →
• Start an AI visibility checkBuild a list of 50–100 buyer questions and test them monthly across the main AI assistants; record presence, accuracy and sources.
• Put caps on usage-priced AIGive every usage-priced contract an owner, a monthly cap and alerts; agree a monthly review with finance.
• Add AI clauses for agencies and vendorsDisclosure of AI use, approved tools, data limits, IP warranties and AI-aware pricing — at the next renewal or by side letter.

Days 61–90

• Review pilots: scale, fix or stopCompare each pilot with its baseline and decide. Report the decisions, including what you stopped.
• Agree a measurement plan with financePick the incrementality tests for next quarter and decide whether to build or refresh a marketing mix model.
• Propose a reallocation planUse the budget planner's plan as a draft: what moves from where to which readiness foundations and AI tools, with metrics and review dates.Open →
• Plan training and role changesTrain the team on approved tools and guardrails, name AI champions, and map which tasks change in each role before any structural decision.