AI for marketers: from ChatGPT to agentic AI

AI is moving fast and many marketers are trying to keep up while still doing… everything else.In this session, Kirsty Fraser and Rich Crossley from Movable Ink break down what “AI for marketers” means (beyond the hype), and how to use it to do more with less - without losing the human bit that makes marketing work in the first place.You’ll learn the difference between machine learning, agentic AI, and autonomous marketing, why strategy matters more than tactics, and how AI can help you shift from fixed campaign calendars to responsive, individual journeys. We also dig into what “true personalisation” really looks like (and how to avoid crossing the line into “helpful vs creepy”).If you’re an AI explorer trying to become a builder - or you’re leading a team and want a sane approach to AI literacy, governance, and guardrails - this one’s for you.CHAPTERS0:00 Intro + speakers (Kirsty Fraser + Rich Crossley)2:40 What is School of AI (and how to join)4:40 Where are you on your AI journey? (skeptic → pro)7:30 Why AI literacy isn’t optional now10:30 UK vs US: AI + customer journey mapping14:20 The AI foundation: machine learning → agentic → autonomous19:00 From chatbot era to “AI teammate”23:10 Strategy over tactics: breaking the old playbook27:30 Case study: Currys + Black Friday personalisation32:20 AI is the engine — you’re the steering wheel36:10 Segmentation trap vs true personalisation41:30 AI + jobs: why marketers aren’t being replaced46:00 “Start small” + guardrails + helpful vs creepy49:20 Q&A: moving from explorer to builder52:30 Q&A: governance, privacy, and what not to put in⸻TODAY'S GUESTSMovable Ink: https://movableink.com/Kirsty Fraser | Senior Director @ Movable Ink : https://www.linkedin.com/in/kirstyfraser80/Rich Crossley | Senior Product Marketing Manager @ Movable Ink: https://www.linkedin.com/in/richacrossley/⸻STAY IN THE LOOPJoin a community where connection, learning and support come first at over 200 events per year worldwide. You are very much invited 🙂👉 Sign up to The Marketing Meetup newsletter: https://themarketingmeetup.com/newsletter/⸻FOLLOW & JOIN THE CONVERSATIONInstagram: https://www.instagram.com/themarketingmeetup/LinkedIn: https://www.linkedin.com/company/the-marketing-meetup