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Marketing in the Age of AI: From Fundamentals to Frontier - The Path from AI Beside to AI Agentic
Paperback
ManagementMarketingGeneral Computers
Publisher: Independently Published
Published: Sep 1 2026
Pages: 282
Weight: 0.84
Height: 0.59 Width: 6.00 Depth: 9.00
Language: English
A retail group's marketing director asked: which AI should we buy? Six vendors sat on the screen. The author asked a different question: where does your customer data actually live? It took forty minutes to answer. Point-of-sale, a CRM two teams had stopped updating, loyalty spreadsheets, agency ad accounts, store managers' heads. Nobody could say whether a store shopper and an online account were the same person.
That meeting is why this book exists. The model is rarely the weak point. The data feeding it is, and so is the question of who answers when a machine gets a decision wrong.
Marketing in the Age of AI: From Fundamentals to Frontier is a working map for marketers and operators, built on a four-rung ladder from AI Beside to AI Agentic (supervised autonomy). It is not a tool directory and has no code.
Across 12 chapters and 35 sections:
- The economics of the shift: when prediction gets cheap, data and judgement gain value
- A five-layer data architecture, identity resolution and the difference between a CRM, a DMP and a CDP
- Segmentation, lifetime value, churn prediction and real-time recommendation and pricing
- Generative content at volume: a six-part prompt structure and a three-layer brand voice system
- Automated bidding, dynamic creative and advertising after third-party tracking
- Optimising for generative search, social listening and the first sixty minutes of a crisis
- Conversational agents and triggered messaging, including four topics that always go to a human
- Attribution built on a measurement triangle: multi-touch attribution, media mix modelling and controlled experiments
- Bias, data protection, IP and team design, and what happens when software agents start buying on a customer's behalf
The cases cut both ways: Klarna's assistant and the cost it later acknowledged, Sephora's $1.2 million California settlement, the Air Canada chatbot ruling, Adidas and eBay on what brand and paid search really deliver. Each section closes with a task for the next 30 days. A twelve-month roadmap begins with the instruction to buy nothing in the first three months.
The book is candid about limits. Spatial computing gets a sceptical read: phone try-on pays today, while most 2021 to 2023 metaverse brand spaces returned almost nothing. On sequencing its advice is to own the data, develop the judgement and buy the modelling. The author calls chapter 9, on measurement, the most important in the book. Named-company cases come from public sources, and composites are labelled as composites. Newcomers can read straight through, leads under pressure can start at chapters 5, 6 and 9, and boards can start at chapters 1, 9, 10 and 11.
Why now: generative content, automated bidding and AI shopping agents are already inside the tools your team uses. In the author's words, AI is an amplifier: it amplifies clear thinking and it amplifies muddle.
For CMOs, marketing and digital leaders, agency strategists and students.
Buy now and read the whole book before you pick your next AI tool.
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