Research agenda / Q4 2026
Better tools.
Better work?
Quarterly research into the questions that a weekly announcement cannot answer.
First study planned for November
Where does the value of marketing AI actually go?
We want to understand what teams stop doing, what they start doing, and what improves for the people they are trying to reach.
01 / The agenda
Adoption is the opening question.
Knowing that a team uses AI tells us little about the quality of the work, the effort of checking it or the effect on customers. Our first research programme will examine those connections.
Three things worth separating.
- The finished job. How does AI change the total effort of producing work that someone can actually accept, including preparation, checking and correction?
- The next use of that capacity. Does released time become lower cost, more output, a better idea or attention to a problem that previously went unresolved?
- The evidence of improvement. What can the team show about quality and customer response, and what remains a hypothesis about commercial return?
What the research will make visible.
Each study will set out its question, sample, method, limitations and findings. We will distinguish what participants report from what can be observed. Examples will be identified as examples; estimates and predictions will not be presented as measured outcomes.
This is the research agenda. Fieldwork and results are still to come. The first report is planned for November 2026.
Read the July argument behind the question