Executive workshop
What AI changes in the market, the organisation and the risk profile. Decisions to take, rules to set, investment priorities.
↳ Marketing & artificial intelligence
Marketing AI transformation: from experiments to method.
Marketing transformation is the redesign of marketing processes, roles, tools and rules so that data and artificial intelligence deliver measurable results. I help leadership teams decide where AI creates value, how the operating model changes and under which governance, including the EU AI Act. Technical implementation is handled by BECHIS TECH.
For whomCEOs, CMOs, sales and IT directors
ScopeProcesses, operating model, martech and CRM, governance
RulesEU AI Act and GDPR, with your legal advisers
ImplementationBECHIS TECH or your technology partners
01 The starting point
Plenty of AI, little system.
Artificial intelligence is already part of marketing. Few companies, however, have turned it into a way of working, with rules, accountability and measured results.
- 15.3%
of marketing budgets already goes to artificial intelligence
Gartner, CMO Spend Survey 2026
- 70%
of CMOs admit their internal processes are not ready to scale AI
Gartner, CMO Spend Survey 2026
- 86.4%
of marketing teams already use AI in their work
HubSpot, State of Marketing 2026
- 80%+
of organisations do not yet see a tangible impact of GenAI on EBIT
McKinsey, The State of AI 2025
The bottleneck is not the tool. It is processes, roles and rules.
02 What we do
Six workstreams, one direction.
AI readiness and use cases
Where AI creates value in marketing and sales: research, content, analysis, customer service, sales support. Priorities by value, feasibility and risk.
Marketing operating model
Roles, skills, workflows and the boundaries between in-house team, agencies and suppliers, redesigned to work with AI, across markets and languages.
Martech and CRM strategy
Which tools are needed and which are not, how they connect, where customer data lives and how marketing and sales share it.
Governance and rules of use
Company policy, accountability, human review, handling of personal and confidential data, content ownership. Consistent with the EU AI Act and GDPR.
Visibility in AI answers
How AI assistants and search engines describe the company, in each language that matters, and what to do so that the description is accurate and complete.
People and training
Executive workshops for the board and programmes for marketing and sales teams, tied to the company's real processes.
03 How we work
From diagnosis to scale.
First you understand where AI is useful, then you test it small, then you extend it. Every step has an owner and a KPI.
AI readiness assessment
Existing processes, tools, data, skills and rules. Team interviews and a map of use cases by value and risk.
3–4 weeksRoadmap and business case
Priorities, investment, roles and rules of use, approved by the leadership. What to do now and what to postpone.
2–4 weeksPilot projects
A few use cases with measurable objectives, implemented with BECHIS TECH or with your technology partners.
As per roadmapScale and governance
Extending what works, training the teams, periodic review of rules and results.
Ongoing
04 Rules and accountability
EU AI Act and GDPR, without improvising.
Since 2 February 2025, Article 4 of the EU AI Act (Regulation (EU) 2024/1689) has required organisations that provide or use AI systems to ensure a sufficient level of AI literacy among their staff, with no size threshold. GDPR rules on personal data apply on top, and they bear directly on CRM, campaigns and generated content.
The Act concerns AI used in the European Union. A group headquartered outside the EU that sells to European customers or has teams in the EU may fall within its scope: whether and how is a question for your legal counsel and data protection officer, with whom I coordinate.
My job is to translate these constraints into rules of use that marketing and sales can understand: which tools, for which activities, with which data, under what human oversight. Technical implementation (infrastructure, integrations, automation, CRM, security) is entrusted to BECHIS TECH or to your existing suppliers.
05 Executive AI training
AI literacy, role by role.
Not generic tool courses. Training built on your processes, your rules and the tools your company has authorised, in English, Italian or French: a practical way to work on the AI literacy required by Article 4.
Marketing programme
Research, content, analysis, campaigns and measurement with AI, within the company's processes and rules. Exercises on real cases.
Sales workshop
Meeting preparation, customer analysis, proposals, follow-up and CRM use with AI, with care for data and confidentiality.
I do not issue certifications. Programme, content, attendance and materials for each session are documented, so the company can keep them among its own AI literacy measures. Fees are set out in a written proposal after a needs analysis.
06 FAQ
Straight answers.
What is marketing transformation?
It is the redesign of how marketing works: processes, roles, skills, tools, data and rules, so that technology and artificial intelligence deliver measurable results. It is not the same as buying software: it concerns organisation and decisions, and it is measured on time, cost, quality and commercial results.
Where should a company start with AI in marketing?
With a map: which marketing and sales activities take the most time or generate the most errors, which data is available, what the risks are. You choose a few use cases with clear value, test them against measurable objectives and extend them only when they work. The rules of use are written first, not afterwards.
Do we need a company AI policy?
Yes, it is the first governance tool. A good policy states which tools are used, for which activities, with which data and with what human review, and who is accountable. It also helps structure the staff AI literacy required by Article 4 of the EU AI Act. Legal aspects should be reviewed by your legal counsel.
Is AI training mandatory under the EU AI Act?
Article 4, applicable since 2 February 2025, requires providers and deployers of AI systems to ensure a sufficient level of AI literacy among their staff, with no size threshold. It does not prescribe a specific course or number of hours. Companies based outside the EU may still be affected if they operate in the EU market: check with your counsel.
Who handles the technical implementation?
BECHIS TECH, which looks after infrastructure, integrations, automation, CRM, AI tools and security. Alternatively, I work with the technology partners you already have: my job is to define what is needed and why, write the requirements and check that the result matches what was decided.
How do you measure the return on AI projects in marketing?
With KPIs set before the pilot: time saved, cost, quality, response times and above all commercial effects, such as opportunities generated or conversion rates. More than 80% of organisations do not yet see a tangible impact of GenAI on EBIT (McKinsey, The State of AI 2025): measuring from day one is what separates a project from an experiment.
07 Read more
↳ First step
Let's talk about
your next decision.
A confidential 45-minute briefing with your leadership team: goals, constraints, priorities. At the end I will tell you frankly whether and how I can help.