Matt Perry

AI is making marketing faster. That part is obvious. What’s less obvious, and more concerning, is how easily speed turns into substitution. When teams begin relying on AI to do the thinking, not just the execution, differentiation quietly erodes. In this piece authored by Kyle James, with insights from Joey Lai, the real issue isn’t AI adoption. It’s premature outsourcing of judgment, strategy, and discernment. When everyone has access to the same models and prompts, the advantage shifts back to how humans frame problems, challenge assumptions, and make decisions. AI should amplify thinking, not replace it. https://lnkd.in/eQeSqs6k 3Sixty Insights, 3Sixty Insights' Podcast Network

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Sometimes other people can say things about you, that you wouldn't feel comfortable saying yourself. This is the third time I've presented to Professor Lee Gustafson's Principles of Marketing Class at Babson College and every time I do it, I feel like I get much more back than I give. Relaying your career journey and the wisdom you've gained along the way to students that are just beginning theirs really puts your life, and your achievements into perspective. Getting a chance to pick your head up from the daily grind and show what all that grinding has produced, to an eager audience, elevates the spirit in a way that little else does. If you have the opportunity to be a guest lecturer at a school or university, I highly recommend you take advantage of it. Thanks again, Professor Lee! The pleasure was all mine and the words below are the words I could never say about myself.

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Still a role for Human Marketers - "While these tools invite more people to participate, they also risk creating a feedback loop where the platform’s “best practice” becomes everyone’s default. Brands begin to sound the same and strategies blur as the work reflects the system rather than the people behind it."

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After reading five articles on the Omnicom–IPG restructuring, I still can’t keep the new, overlapping Omni-clature straight. But the agencies that were sunset or merged? Those names I remember. They mattered in a way that a corporate "Branded House" naming architecture never will.

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This is a bit of old news, but I still wonder what the impact will be. A 6 min video on how Claude can create a product launch plan: https://lnkd.in/eDpam2qH This is great for startups and small businesses with a very small marketing team. But these businesses will still need someone experienced who understands what prompts to use, questions to ask and to evaluate/edit the AI's work. What I haven't figured out is what is the talent pipeline going to look like -- how does an entry-level person get marketing experience when the hands-on work that was typically done by this person is now being done by AI?

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Kate Parker was a great guest. Her company Transcend, has some critical capability as it relates to compliance, consent and permission. Don't use AI without it.

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True strategic depth isn't in making the right call, but in building the architecture that makes it inevitable. Many equate rapid decision-making with agility. The discerning operator understands that sustainable advantage emerges from robust internal frameworks, not just speed. This architecture quietly filters noise and elevates foresight. Consider these anchors for premium decision-making: 1. Signal vs. Noise Calibration: Distinguishing transient data from enduring market truths and psychological drivers. 2. Second-Order Consequence Mapping: Projecting beyond immediate outcomes to understand systemic ripple effects. 3. Value-Centric Recalibration: Consistently aligning choices with long-term brand equity and client trust, not short-term wins. This isn't about complex matrices. It's about a disciplined mental model that ensures every significant choice reinforces your strategic intent and positions you distinctly in the market. For founders focused on structural integrity over fleeting trends, a conversation on decision architecture yields disproportionate returns. #DigitalStrategy #PremiumBrands #StructuredThinking #VidaMarketingAI

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I’ve been thinking about Mark Ritson's repost of the Adweek article on marketing jobs in the wake of AI. One thing is clear: AI is shaking up how we think of marketing functions. But here’s what I keep coming back to— are we asking the right question when we debate whether AI creates winners and losers? The question we should be asking is: How do we build marketers who are more powerful because of AI, not in spite of it?   At Slalom, we’re thinking about how marketing roles evolve and how the role of marketer is redefined. Not just as storytellers, but also systems thinkers. Not just traditional marketing talent but also data analysts, technologists, behavioral scientists—people who expand what marketing can be. Not just traditional marketing pedigree, but primarily curiosity, adaptability, problem-solving, and a get-it-done mentality. AI will rewrite the tasks—but humans still write the brief, set the strategy, build trust, spark ideas, and lead teams through ambiguity. Many of the commenters on Mark’s post noted that the marketers who survive (and thrive) will be those who can direct the machine rather than compete with it. I couldn’t agree more.   Tectonic change is underway. It won’t be good. It won’t be bad. It will be different—and we get to choose if we lead that difference.   (And thank you, Mark, for sparking an essential conversation.)  

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OMB reminds agencies to buy commercial. A late week memo from OMB (M-26-12) reinforces last year's executive order on commercial buying. Agencies have until May 4 to report every non-commercial award since April 2025, and for anything over $10 million, explain why they didn't go commercial and what they plan to do at the next option period. There's a new OMB consultation process for planned non-commercial buys, but sign-off from the agency's senior political appointee is required before an agency can even ask OMB for that consultation. https://lnkd.in/e_mpMB4s

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I was just discussing the issue of #dirtydata - and the benefits of well-prepared data in a meeting this morning. What we find (under every digital rock we turn over), is unkempt, poorly governed data stores that leaders are keen to leverage with AI. But building generative AI or machine learning models on bad foundations is a recipe for disaster. We need to get our house in order first. Timely article from Judith Aquino https://lnkd.in/gPraXhGg

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Write the right book. The top 5% strategy revealed. Nicole Gebhardt, Founder and CEO of Niche Press, joins us on Before the Bestseller to break down why most books never create real opportunities. We get into publishing as a strategy, how your book should connect to your offers and positioning, and why different types of books serve completely different roles. Link in the comments ⬇️ #NonfictionAuthors #BookMarketing #AuthorStrategy #PublishingStrategy #PersonalBranding #ThoughtLeadership #BusinessBooks #BeforeTheBestseller #NicheLeaders #NichePress

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In the deluge of AI noise, simple strategic business questions need to be asked. In this snippet from The Evolve to Succeed Podcast with Warren Munson and Nick Carlile I pose some of the fundamental questions businesses should be asking themselves right now.

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Gallup: "Americans' average confidence across institutions remains near its lowest point in 46 years of measurement." The good news: "Majorities of all U.S. adults express “a great deal” or “quite a lot” of confidence in just three institutions — small business (70%), the military (62%) and science (61%)."  #trust #confidence #smallbusiness #military #science #politics #congress #TVnews Albers School of Business and Economics at Seattle University https://lnkd.in/e2iFHvX6

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