AI gives me a faster way to organise evidence, compare possibilities and test early language. My role is to decide which evidence matters, which trade-offs are acceptable and which direction the business can credibly own. I remain accountable for that judgement.
My approach
AI expands the analysis. I make and defend the recommendation.I use AI within a defined strategic process, with clear evidence standards and a named person responsible for the final decision.
At a glance
I use AI to organise supplied information, synthesise research, compare alternatives and test drafts.
I set the business question, evidence standard and commercial criteria before using it.
I verify important claims and treat generated outputs as material to assess.
I remain responsible for the final recommendation, reasoning, risks and trade-offs.
How AI supports my strategic work
I use AI after defining the business question and the evidence needed to answer it. It helps me organise supplied information, synthesise research, compare plausible directions and test how clearly an idea can be expressed. This creates more time for evaluation and lets me examine a broader range of relevant possibilities.
The value comes from using the tool inside a disciplined process. The brief, market context and commercial objective determine what I ask it to do. I then compare the output with the available evidence and the realities of the business.
How I retain strategic control
Before accepting any output, I check the assumptions, source quality, relevance and commercial implications. I decide which audience should take priority, which difference the business can credibly own and which trade-offs the recommendation creates.
I also explain the limits of the evidence. Where the available information cannot support a firm conclusion, I say so and identify what should be tested or researched next.
Strengthen an AI-assisted strategic draft.
Strategic Draft Review identifies unsupported claims, generic thinking and missing decisions, then gives you a prioritised amendment brief.
See what’s included →How I use AI in strategic work
I use AI selectively according to the task. The table below shows how AI supports my process and where I retain direct responsibility.
| I use AI to assist with | I retain responsibility for |
|---|---|
| Organising and synthesising supplied information | Deciding which evidence is relevant and reliable |
| Comparing early positioning and messaging options | Selecting the direction the business can credibly own |
| Testing structure, clarity and alternative phrasing | Approving the claims, tone and commercial emphasis |
| Speeding up documented production after a decision | Explaining the recommendation, risks and trade-offs |
Why strategic accountability stays with me
I am answerable for the recommendation I give you. That responsibility includes explaining the reasoning, identifying material assumptions and being clear about the limits of the evidence. A generated output carries no professional duty to your business. I evaluate it as one input and remain responsible for the decision.
My judgement is supported by a BA (Hons) in Business Management (Marketing), Associate Membership of the Chartered Institute of Marketing (CIM) and a CIM Certificate of Completion in Marketing and Brand Strategy. I apply that foundation to your specific business, market and circumstances.
I remain accountable for the recommendation, including its evidence, assumptions, risks and trade-offs.
Direct access
Need an independent review of an AI-assisted draft? Send me the material and the business context, and I will assess what can remain and what needs to change.
Submit a review briefWhere to start
Use the free positioning statement generator when you need a structured first draft. Choose a Strategic Draft Review when you already have substantive brand, positioning or marketing material that needs independent assessment. Bring one defined decision to the Focus Consultation when the issue is narrower.
What this means for your business
- Define the business question, evidence and constraints before generating material.
- Use AI to widen the options and accelerate analysis within a clear process.
- Verify important claims and keep one named person accountable for the final recommendation.
Sources and method
The argument here is mine and is argued rather than evidenced. Two things it rests on are other people’s and are cited below: the definition of marketing this practice works to, and the origin of positioning.
- The Chartered Institute of Marketing, What is marketing?.CIM’s own definition: “the management process responsible for identifying, anticipating and satisfying customer requirements profitably”. The word doing the work is profitably. Accessed 22 August 2026.
- Trout, J. (1969), ‘“Positioning” is a game people play in today’s me-too market place’, Industrial Marketing, June 1969.The first published use of the term. It is usually credited to Ries and Trout’s 1981 book, which came twelve years later; the concept reached a wide audience through their Advertising Age series in April–May 1972.
Clear strategic accountability
Use AI efficiently while keeping responsibility for the decision clear.
Bring me an existing draft or the business decision it needs to support.