AI ADOPTION
& INTEGRATION

AI is no longer a competitive advantage — it's a baseline expectation. The businesses that are winning aren't the ones using AI the most, they're the ones using it the right way.

There's a version of AI adoption that looks impressive on the surface and quietly destroys what makes a brand worth following. Pumping out AI-generated content at scale, automating conversations that should feel human, optimising everything until there's no personality left. Customers notice. Trust erodes. The relationship breaks down.

The right approach is the opposite — using AI to handle the things that free you up to be more human, more creative and more present where it actually matters.

How I Approach it

AI is only as good as the person setting it up. You need to understand what you want to achieve, what the tool is actually capable of and how to get the most out of it without losing sight of why you're using it in the first place.

My philosophy is simple. On each end of every campaign is a human being. The strategy, the messaging, the creative direction — that stays human. AI earns its place by doing the heavy lifting in between — the research, the data processing, the automation, the reporting — so the people behind the marketing can focus on the thinking and creativity that no tool can replicate.

The Work

PGR Timber

Automation, Dashboards & Content Infrastructure

Integrated AI across multiple areas of the marketing function at PGR — using it to assist in building complex automated customer journeys in Klaviyo, create dynamic reporting dashboards and support content research and creation at scale.

The dashboards pull in data across sales projections, CRM performance, paid media and marketing metrics — giving stakeholders a real-time commercial snapshot without hours of manual reporting and data analysis.

Jetts Colchester

Building a Smarter Operation

AI is embedded across how Jetts operates day to day. Using it to analyse customer behaviour and membership data, build landing pages, run competitor research and stay across current trends and best practices from other industries that can be applied to the fitness sector.

The reporting infrastructure pulls live data from Klaviyo, Meta and Google into unified business dashboards. From these reports I then use bespoke skills I've built within Claude to review the data, cross reference with latest industry insights, competitor prices and their content to give suggestions for content for the week.

Content Creation

Elevating Things to a New Level

AI has changed what's possible creatively — and I use it that way. Not to replace the thinking or the brief, but to push the output further than traditional tools allow. Whether that's enhancing visuals, generating creative concepts to react to or building assets that would otherwise require a full production team, AI sits in my content workflow as a creative accelerator rather than a creative replacement.

The strategy, the direction and the brand judgement stays human. AI just removes the ceiling on what's achievable.

By The Numbers

Dynamic dashboards built pulling live data across Klaviyo, Meta and Google
AI integrated into customer journey automation at PGR Timber
Co-working tool in development to reduce manual workload at Jetts Colchester
AI adoption spanning CRM, reporting, content, research and business operations

Tools

Claude · ChatGPT · Nano Banana · Gemini · Klaviyo AI · Meta & Google integration

AI ADOPTION & INTEGRATION

The Work

By The Numbers

Tools

AI ADOPTION
& INTEGRATION