Hot take: half of all automation projects make businesses worse. If the sales process is broken, automating it just produces bad results faster and at scale. In 13+ years of performance marketing, the biggest wins came from fixing the offer first and automating second. Tools are the easy part, the thinking is the hard part. Where do you draw the line before you automate something for a client?

Having an AI Policy is not enough. Who is accountable when AI gets it wrong? Giving employees permission to use AI is easy. Taking responsibility for what AI does is much harder. Imagine an AI system makes a wrong decision, exposes customer data, or influences a critical business decision based on inaccurate information. Can the organisation simply say, “We have an AI Policy”? Not good enough. This is where ISO/IEC 42001 becomes important. AI governance is not just about writing rules. It is about establishing an Artificial Intelligence Management System that helps an organisation manage its AI activities, risks, responsibilities and controls systematically. But ask these questions: ▪️ Who owns the AI system? ▪️ Who is responsible for assessing AI risks? ▪️ How are AI systems monitored? ▪️ Who handles escalation when something goes wrong? ▪️ Who ensures corrective actions are taken? This is the difference between having an AI Policy and building an AI Governance System. A policy explains what should happen. A governance system establishes the processes, responsibilities and controls needed to make it happen. Giving AI responsibility is easy. Taking responsibility for AI is a leadership decision. In my view, the real test of AI governance will not simply be whether an organisation holds a certification. It will be whether that organisation can demonstrate that its AI risks are identified, its controls are working, and accountability is clear when things go wrong. One question for business leaders: When an AI system makes a wrong decision in your organisation, who ultimately owns the problem — IT, the business function, or leadership? #ISO42001 #AIGovernance #ArtificialIntelligence #RiskManagement #Leadership

Hey everyone, I'm Daniel, living in Paphos, Cyprus 🌊 Two and a half years ago we sold our house and put around €800,000 into one bet. Why? Since 2007 I've raised capital for projects, including more than 215 million dollars for Miro Forestry, a timber producer in Ghana. Again and again I saw the same thing: the businesses that win aren't the ones with the best product. They're the ones with a working customer acquisition process. After 13+ years in performance marketing I was tired of how complicated good advertising still is. So in 2024 I started plaith.ai, an all-in-one marketing solution run by an AI that coordinates 43 language models. Today we have 14 sales partners worldwide. I'm here to learn from you and share what I've seen work in ads and sales. What's the one thing that made the biggest difference in how you win clients?

Question for anyone running Meta ads for themselves or clients: which part eats the most hours for you? Audience setup, creatives, tracking, or reporting? And have you automated any of it yet?