Neil Wilkins Podcast

Social media is awash with AI generated content. 71% of images being uploaded everyday are made by AI, and in some platforms over 45% of the users are bots. You are not interacting with people any more, because the 'social' has gone from social media. My guest on this episode of the Neil Wilkins Podcast, is Ross Thorpe, the CEO of Rooverse and a founding member of the AI Trust Council. Rooverse, is a social media platform that blocks users from uploading any AI generated content. Just people interacting with people, and it’s the only social media platform backed up in space. Connect with Ross https://www.linkedin.com/in/ross-thorpe-01768a45/Explore Rooverse: Built for real humans. Experience social media without bots, algorithms, or AI-generated content. Just authentic human connections https://web.rooverse.app/More content like this at Neil Wilkins Online Subscribe to the Neil Wilkins Podcast

How do we remain authentically human while the world around us changes at an accelerating pace?After more than 45 years in mental health and working with over 30,000 patients, my guest today, Dr Fred Moss, has become deeply interested in this question, that feels increasingly relevant in the age of AI and digital transformation.Fred is the founder of Welcome to Humanity and creator of the Undoctor Reset™ program, where he helps people move beyond labels, burnout, and disconnection through communication, creativity, self-expression, and genuine human connection.Let’s explore, staying human in the AI era.Connect with Fred Moss https://drfred360.com/A central hub connecting to Dr. Fred Moss’s books, community, courses, podcasts, and ongoing conversations, allows those who resonate, to continue the dialogue in a way that feels natural and human https://welcometohumanity.net/More content like this at Neil Wilkins Online https://neilwilkins.online/category/mindful_living/Subscribe to the Neil Wilkins Podcast https://www.google.com/url?sa=t&source=web&rct=j&opi=89978449&url=https://podcasts.apple.com/us/podcast/neil-wilkins-podcast/id1327913887&ved=2ahUKEwjWuoOd5MCVAxXiXEEAHRJuNJsQFnoECB8QAQ&usg=AOvVaw1b1c12n4LbkSUXwN1rJFZU

How to turn data and research into useful insight that improves relevance, decisions and campaign performanceAudience understanding sits at the heart of effective marketing, but data alone is not insight. Gartner describes the role of data and analytics as helping businesses make better decisions and improve decision outcomes. McKinsey’s insights and analytics work similarly focuses on translating consumer insights and big data into concrete initiatives that drive growth. The job is not to collect more information. It is to turn information into better choices. By the end of this session, you should be able to:- Understand the difference between data, research and insight- Use practical models to build audience understanding- Turn research into clearer decisions and better campaigns- Avoid shallow personas and weak assumptions- Improve relevance by focusing on needs, motivations and behaviourMore content like this at http://marketingcollege.com/events

Aarti Anand is an AI-first CEO, focusing on business automation and AI enablement. Aarti helps business owners leverage AI automations to automate the "boring" and "repetitive" tasks so they can get more time on their calendar to do things that make them “human".Connect with Aarti https://cal.com/aarti-anand82/15min and http://instagram.com/aartianand82Subscribe to the Neil Wilkins Podcast https://creators.spotify.com/pod/profile/neilwilkins/

How to move beyond vanity metrics and build a measurement toolkit that supports better commercial decisionsReflection: Which marketing metric gets the most attention in your organisation, and does it genuinely influence a better decision?
Why this matters nowMeasurement is still one of marketing’s biggest credibility challenges. Marketing Week’s 2025 effectiveness survey found that only 39.2% of brand marketers currently measure whether their work is delivering business outcomes, while Gartner says only 52% of CMOs and senior marketing leaders can prove marketing’s value and get credit for it. Manager focus: Choose measures that show business contribution, not just marketing activityExecutive focus: Report numbers that help explain what is working, what is not, and what should happen nextKey point: If measurement does not help a commercial decision, it is reporting theatre, not performance management. 
Session aimsBy the end of this session, you should be able to:Distinguish meaningful metrics from vanity metrics
Build a small, defensible measurement toolkit
Connect daily activity to commercial outcomes
Use leading and lagging indicators together
Explain priorities clearly to colleagues and stakeholdersKey point: Good measurement creates clarity for both strategy and execution

Confidence is not just about personality. It affects whether people contribute ideas, ask questions, speak up, and take appropriate professional risks. Psychological safety research summarised by CIPD shows that in safer workplaces, people are more comfortable offering ideas, asking questions and admitting mistakes without fear of ridicule or punishment. 
By the end of this session, you should be able to:Understand what professional confidence really is
Use theory to build confidence through action
Ask better questions and contribute ideas more effectively
Communicate with greater clarity under pressure
Develop habits that strengthen confidence over timeMore content like this at http://marketingcollege.com/events

Christina Spaulding is an International SEO Specialist, who focuses on the power of localisation in marketing. In this episode we focus on why companies struggle to make their content not just visible, but truly understood across different languages and markets, and what they can do to rectify this challenge. Let’s explore how to roll out content strategy that connects with local users, wherever you are targeting.Connect with Christina Spaulding at Manzanita Marketing https://manzanitamktg.com/about/For more content like this, visit Neil Wilkins Online https://neilwilkins.online/category/ai-marketing/Subscribe to the Neil Wilkins Podcast https://open.spotify.com/episode/0kB97QXR0kniF4M3o4vhai?si=FpJmgQfGSyOgN69TbCJi_g

The Stoic Systems Marketer is the concept of Staying Mindful When Your Stack, Your Stakeholders, and Your AI Tools Are All Shifting. We live in complicated times, so in this episode of the Neil Wilkins Podcast, with Michael Lukich, we are going to unpack what’s needed to successfully navigate turbulent waters.Connect with Michael Lukich, The Stoic Systems Thinker https://www.linkedin.com/in/lukich/Find The Stoic Systems Thinker book https://www.stoicsystemsthinker.com/For more content like this, visit Neil Wilkins Online https://neilwilkins.online/category/ai-marketing/Subscribe to the Neil Wilkins Podcast https://open.spotify.com/episode/0kB97QXR0kniF4M3o4vhai?si=FpJmgQfGSyOgN69TbCJi_g

How marketers can use AI powerfully, responsibly and credibly through better judgement, governance and practiceAI capability is expanding quickly across content, insight, personalisation, workflow and customer interaction
At the same time, trust, transparency and governance are becoming commercial as well as ethical issues
 By the end of this session, you should be able to:- Understand the main ethical risks in marketing AI use- 
Apply simple frameworks for responsible decision-making- 
Recognise bias, opacity and governance gaps- 
Use practical safeguards for content, targeting and automation- 
Clarify the marketer’s role in trustworthy AI adoptionMore content like this at Cambridge Marketing College http://marketingcollege.com/events

The SIGNAL FrameworkA best-practice framework for AI-era discovery, visibility and trust, inspired by a conversation between Neil Wilkins and Stephan Bajaio.The core idea from Stephan Bajaio’s narrative is that marketers should stop obsessing over “how do we rank in AI?” and instead ask:How do we become a genuinely useful, credible, human-validated answer wherever our audience is trying to solve a problem?SIGNAL works because it connects search behaviour, audience intent, AI-mediated discovery, human expertise and trust.S - Set the commercial contextI - Investigate real human intentG - Gauge the answer landscapeN - Narrate with credible human expertiseA - Activate useful experiences, not just contentL - Learn, govern and optimise continuouslyFind the full details of the SIGNAL Framework at Neil Wilkins Online http://neilwilkins.online“It’s not what AI can do, but what it changes about how humans find and trust information.”Stephan Bajaio, is one of the original co-founders of Conductor, one of the world's leading SEO platforms. With 25 years in digital he has spent his career at the intersection of search behaviour and human intent, and the belief he keeps coming back to is that no one lies to their search bar.When someone types a query, they're not performing. They're asking. Stephan believes it’s one of the most honest signals a brand has access to: fear, desire, curiosity, need, all compressed into a few words. Mindful marketing, at its best, is just the practice of actually listening to that signal instead of broadcasting over it.Connect with Stephan Bajaio https://www.vibelogic.com/ This link takes you directly to VibeLogic, where you can explore how SEO and AI are reshaping how businesses get found online. Whether you are a marketer, founder, or business owner trying to figure out what search looks like in the age of AI - this is where you go to stop guessing and start winning. Stephan on Linkedin https://www.linkedin.com/in/stephanbajaio/For more content like this, visit Neil Wilkins Online https://neilwilkins.online/category/ai-marketing/Subscribe to the Neil Wilkins Podcast https://podcasts.apple.com/gb/podcast/neil-wilkins-podcast/id1327913887


How marketers can recognise ethical risk, apply sound judgement, and make defensible decisions under pressureReflection: Think of a time when speed, targets or uncertainty made a marketing decision harder. What created the pressure?
Why this matters:Marketing decisions are often made quickly, with incomplete information and commercial pressure
That is exactly when ethical risk becomes harder to spot
The AMA says marketing ethics should be centred because it promotes trust and transparency and benefits both business and society. Key point: Ethics is not a luxury for calmer times. It matters most when the pressure rises. By the end of this session, you should be able to:Recognise why ethical problems become harder under pressure
Use practical frameworks to assess difficult decisions
Understand how targets, incentives and stress can distort judgement
Make decisions that are commercially sensible and ethically defensible
Reduce the risk of misleading, unfair or harmful marketing practiceMore webinars like this at Cambridge Marketing College http://marketingcollege.com

Understanding the Customer Journey in Real Organisations
 - How customer journeys work in practice, and how marketers can connect touch-points, experience and performance
Why this matters - Customer journeys are rarely tidy in real organisations
; People move across channels, devices, departments and moments of need
; McKinsey notes that customer experience is about everything an organisation does to put customers first, managing journeys and serving needs across interactions; Marketing is not just communication placed along a funnel. It is part of a wider lived experience. 
Session aimsBy the end of this session, you should be able to:Understand what a customer journey is in practice
Map a simple journey using real touch-points
Recognise where marketing influences customer experience
Identify pain points and moments that matter
Link journey insight to better marketing decisionsMore content like this at Cambridge Marketing College http://marketingcollege.com/events

How ethical, transparent and socially responsible marketing strengthens trust, loyalty and long-term performanceTrust has become a commercial issue, not just about reputation. Edelman’s 2025 Trust Barometer shows that business remains the most trusted institution globally, while expectations for transparency, ethics and visible action remain high. Responsible marketing is no longer a “nice to have”. It helps brands earn permission to be chosen, believed and recommended. By the end of this session, you should be able to:Understand responsible marketing as a source of commercial value
Connect trust, transparency and ethics to loyalty and performance
Use proven models to guide responsible decisions
Recognise the risks of weak claims and poor practice
Apply practical ideas to campaigns, content and customer relationshipsMore content like this at Neil Wilkins Online https://neilwilkins.online/category/ai-marketing/Subscribe to the Neil Wilkins Podcast https://podcasts.apple.com/gb/podcast/neil-wilkins-podcast/id1327913887More webinars like this at Cambridge Marketing College http://marketingcollege.com/events

Why Apple Mac for Marketers? With Damien SchreursDamien Schreurs is a continuous learner and passionate educator. He is the Explainer-in-Chief of EasyTECH, a company providing IT training and coaching on Apple products, Microsoft Office, Cyber Security, and AI. Damien hosts the Macpreneur Podcast, featuring practical tips, effective strategies, and insightful interviews, to help people save time and money running their business on a Mac.Visit Damien’s website https://macpreneur.com/tips to take the free quiz to discover how efficient you are at using their Mac. At the end of the quiz, you will get personalised time-saving tips based on your results.You may also like to try this link for Mac Shortcuts tips and tricks https://macpreneur.com/episode168More content like this at Neil Wilkins Online https://neilwilkins.online/category/ai-marketing/Subscribe to the Neil Wilkins Podcast https://podcasts.apple.com/gb/podcast/neil-wilkins-podcast/id1327913887

Resilience and Adaptability in Modern Marketing RolesHow to stay effective, confident and commercially useful during change and uncertaintyReflection: When have you felt most stretched in your marketing role, and what helped you keep going?Why This Matters NowMarketing roles are changing fastAI, tighter budgets, channel complexity and shifting expectations are increasing pressureThe World Economic Forum identifies resilience, flexibility and agility as rising priority skills for the future of work Resilience is no longer a personal extra. It is part of modern professional capabilitySession AimsBy the end of this session, you should be able to:Understand resilience and adaptability in a marketing contextUse proven models to respond to change more effectivelyRecognise pressure signs before they become burnoutBuild practical habits that support steadiness and confidenceSupport others through uncertainty as well as yourselfWhat Resilience Really IsResilience is not pretending everything is fineThe APA describes resilience as adapting well in the face of adversity, stress or challenge In marketing, resilience means:Recovering from setbacksStaying useful under pressureThinking clearly when plans changeContinuing to learn rather than becoming stuckReflection: Do you currently define resilience as endurance, recovery, or adaptation?More content like this at Cambridge Marketing College http://marketingcollege.com/events