Marketing in the age of AI: A guide to responsible growth

At Responsible Marketing Advisory, we sit at the intersection of commercial growth, brand integrity, and societal impact. We help marketers deliver transformation that’s aligned with long-term brand, business and societal value. In this next chapter for marketers, AI is the proving ground for all three, and we believe marketers are the human drivers of this transformation, bringing coherence to complexity and meaningful quality control to scale. 

We’ve designed this guide to walk you through the marketing process, concluding with the responsible legacy we believe should be threaded throughout our use of AI. 

At the end of each section, we’ve also recommended tools to explore. The AI marketing landscape is rapidly evolving with no single comprehensive solution yet available, so we’d recommend using a combination of solutions and trading up as new systems come to light. We’ve gathered a set of those tools to set you on your way, but by no means is this comprehensive. For this to be an evergreen list, and in the spirit of collaboration, we’d welcome suggestions on additions as you uncover new solutions in your marketing practice.