Marketing Leaders Share Practical Insights at the Flock Capabilities Roundtable
When senior marketers from travel, publishing, consumer goods, technology, retail, and healthcare gathered for an intimate Flock roundtable at Fortnum & Mason last month, they cut through the AI hype to focus on practical implementation strategies. Over lunch in this quintessentially British setting, where the food was as cultured as the conversation, they shared candid insights about the challenges and opportunities facing marketing teams in the AI era.
The elegant surroundings provided a fitting backdrop for a reflective and open-minded discussion that moved beyond theoretical debates to tackle what organisations can actually do next.
“Should we be training humans to get more from AI, or developing AI to get more from humans?”
Begin with Future Consumer Benefits
The assembled marketers agreed that a successful AI strategy in marketing starts not with tools or trends, but with a sharp vision of the benefits consumers will be seeking from it in three years’ time.
“We’re all caught up in what AI can do today, but the real question is what our customers will expect tomorrow.”
One marketer explained how her team regularly maps future consumer expectations against their developing capabilities. The key takeaway? Consumer benefits should lead the transformation, not just internal curiosity.
Identify High-Value Use Cases
The group kept things grounded, identifying AI use cases that offer meaningful, incremental value. Nobody claimed to have it all figured out. Instead, there was a strong emphasis on running proof-of-concept pilots: small experiments that create learning opportunities without overwhelming the team.
One useful tip: approach AI implementation use case by use case, rather than trying to rewire the whole marketing function overnight. It keeps the shift manageable and less scary.
Get Your Data House in Order
“We can train people to prompt, but prompts are only as good as the data they work from.”
Data organisation emerged as possibly the least glamorous, yet most essential, ingredient in AI success. There was a shared sense that investing in AI tools without sorting the underlying data is a bit like buying a sports car and forgetting to fill the tank.
Address the Human Element
“Should we invest in talent or tech?”
The consensus? Both. But the cultural side can’t be overlooked.
“Teams can only move as fast as the slowest employee.”
That was a sobering but helpful reminder to bring everyone along. Education, encouragement, and real-world use cases were seen as the best ways to remove fear and build capability.
Simon Francis, Flock CEO, introduced the concept of creating “bionic marketers”; team members who can achieve extraordinary results when properly equipped with AI tools.
Rethink Organisational Structures
Attendees recognised that successful adoption often demands structural change. In fact, half the marketers at the table already had some formal AI responsibility.
Possible first steps included introducing AI Champions to act as translators between tech and marketing. It’s not about hiring a squad of data scientists overnight, but making sure someone can bridge the gap between theory, endless possibilities, and real-world applications of AI.
Partner Effectively with Agencies
Agencies may arrive with shiny AI offerings, but attendees stressed the importance of client clarity. Teams need to define the use cases that matter most to them and politely decline pitches that don’t serve those goals.
Showcase Success Stories
The roundtable wrapped up with an emphasis on storytelling. Publish your successes. Celebrate your internal pioneers. Use early wins to build confidence and momentum.
One Step at a Time
As the lunch drew to a close over tea and chocolates, it was clear there’s no single formula for AI success. But there is a way forward: start small, stay curious, and bring your team with you. If you’d like to find out how were working with brands to implement AI processes, please fill in the form below.
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