Look at the flow, not the department

Instead of asking how AI can help marketing, map a specific flow from brief to approved campaign. This exposes volume, hand-offs, sources and decision points.

A process often crosses departments, so local automation may simply move the delay downstream.

Score four dimensions

Compare candidates by business value, repeatability, data readiness and risk. High value without usable data indicates a preparatory data project; low risk without volume offers weak economics.

  • Current cycle cost
  • Frequency and standardisation
  • Data quality and access
  • Consequences of an incorrect action

Build a portfolio across horizons

Include a quick learning scenario, foundational data work and one strategic process. This creates early value without abandoning systemic transformation.

Each idea needs an owner, baseline, stop criterion and a defined post-pilot decision.