It's not you, it's your workflow.
91% of marketers use AI. Only 6% have actually embedded it into how they work.
The gap isn't the tools. It's the relationship.
The problem in one line
Most marketers are using the most powerful technology in history like a search engine, then wondering why the output sounds like a search engine wrote it.
What's inside
A new GCAM Original Thinking Paper from Mike Jones (AI Innovation Lead, Capgemini Australia) and Douglas Nicol (Co-Founder, ACAM) on why getting value from AI is less about prompts and more about how you show up to the work.
Who it's for
Marketers, marketing leaders, and anyone who suspects they're getting less out of AI than the hype promised. 17 pages. Practical. No prompt templates.
You'll get:
• The Rapport Loop, a four-stage practice the best operators are using to turn generic AI output into on-brand work, faster.
• A diagnosis of why "it doesn't sound like our brand", "it gives me generic output," and "I still have to rewrite everything" are the same problem with three different names.
• The "confidence policy" technique for stopping your agent agreeing with everything you say.
• Why high performers are 2x more likely to use agentic AI, and what they're doing that everyone else isn't.
• How teams are getting 60% more output per worker (MIT, 2025) and 396% better conversion (A.S. Watson) when the human–AI collaboration is intentional.
• A diagnosis of why "it doesn't sound like our brand", "it gives me generic output," and "I still have to rewrite everything" are the same problem with three different names.
• The "confidence policy" technique for stopping your agent agreeing with everything you say.
• Why high performers are 2x more likely to use agentic AI, and what they're doing that everyone else isn't.
• How teams are getting 60% more output per worker (MIT, 2025) and 396% better conversion (A.S. Watson) when the human–AI collaboration is intentional.
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