Marketing-team AI Opportunity Diagnostic
Role-tailored surveys across the AI for Marketing workstream, an IT readiness benchmark, a quantified AI Opportunity Report, and a live demonstration of the Formula AI Control Centre.
Diagnostic-first
Role-calibrated surveys for content, brand, digital and leadership - no assumptions.
Portfolio-wide
Capacity projections per workflow, sequenced by impact across the brand portfolio.
No-charge diagnostic
The report is yours regardless of next steps. Minimal time from the team.
Where the spirits majors are placing their AI bets - and where the next move sits.
| Company | AI marketing capability | Status |
|---|---|---|
| Pernod Ricard | Maestria 2.0 - predicts consumer behaviour from multi-year data. Matrix AI - reallocates media spend in real time. D-Star - AI recommendations at point of sale. €1bn transformation roadmap underway. | Moving fast |
| Diageo | "Think Party" - cross-industry AI synthesising consumer trend data with Google, Pinterest, Unilever and others. Generative AI digesting thousands of data points into strategic patterns. | Active |
| Campari Group | Microsoft 365 Copilot and Viva deployed. SAP Cloud ERP live with embedded AI. Strong digital infrastructure across the brand portfolio. The foundation is in place - the agentic layer and governance are the next move. | Strong foundation |
Pernod Ricard's advantage is not the tools - it is the layer above the tools: systems that act on data autonomously, governed and measured at board level. The diagnostic identifies where in the marketing function that layer makes the most immediate difference.
The upskilling investment builds the fluency the team needs to work with AI effectively - the right foundation. The diagnostic maps what comes next: which workflows are ready for agent-based automation, and how those agents should be governed across the brand portfolio.
What lands in your inbox at the end of four weeks - and what we need from the team to make it count.
- Role-tailored AI Readiness Surveys for the AI for Marketing workstream - content creators, brand managers, digital leads and others calibrated separately
- Head-of-workstream diagnostic for the senior sponsor - priorities, KPIs and readiness benchmark across the function
- IT Readiness Benchmark - mapping current Microsoft configuration, including access to advanced reasoning models within the Copilot estate
- AI Opportunity Report - workflow analysis, time-and-cost picture, capacity-creation projection across the brand portfolio, and a sequenced roadmap
- One-hour walkthrough with a live demonstration of the Formula AI Control Centre - board-ready governance for AI agents across the marketing function
- Workstream sponsor to co-own the diagnostic
- Agreed vision statement - CogniScale drafts a baseline, sponsor edits and finalises before surveys go out
- Participant data - job titles, roles and email addresses for workstream members in scope
- IT contact when appropriate, to complete the readiness benchmark
- Survey and process timing - fixed four-week deadline, agreed before commencement
- Walkthrough slot - one hour, booked before surveys go out
The AI Opportunity Report is the document the workstream lead takes to the CMO with specific numbers - projected capacity per workflow, sequenced by impact. The walkthrough is the moment the findings come to life, including a live view of what the Formula AI Control Centre looks like when it is running agents across a marketing function.
A firm schedule. The walkthrough slot is booked before surveys go out - no diary compression at the end.
The four-week structure is a firm commitment from CogniScale. Once the vision statement is signed and participant data is in, everything runs to schedule.
The window between surveys closing (Week 3) and the report landing (Week 4) is the CogniScale analysis window. No Campari time is required during that period.
Sample questions, not indicative examples. Approximate answers are fine throughout. Notes box on every closed question.
Head of AI for Marketing workstream
- Which marketing AI use cases are prioritised now, and which are on the roadmap for 6-12 months - content creation, campaign automation, consumer insight, brand consistency across markets, translation and localisation
- Commercial execution challenges rated 1-5: content velocity, brand consistency across the portfolio, campaign turnaround time, insight-to-brief cycle, regional adaptation at speed
- Readiness benchmark - which starting path makes most sense: deepen Copilot use / add a dedicated agentic platform / build on current AI estate with agents / a combination
Global Content Creator / Copywriter
- Approximate time allocation across content sub-tasks - briefing, drafting, editing, localisation, brand-voice calibration, approvals - totalling around 100%
- Which three content workflows would benefit most from AI augmentation, and why
- Which tasks feel most resistant to AI assistance, and what is the reason - tone sensitivity, regulatory constraint, brand nuance
Brand Marketing Manager
- Which brand-management workflows consume the most time - campaign briefs, agency management, asset reviews, regional adaptation, competitive monitoring
- How much time is spent on tasks that are genuinely strategic vs tasks that are repetitive and process-following - approximate percentage split
- Which competitor brands feel most advanced in their use of AI in marketing - and what specifically makes you say that
Digital and Performance Marketing Manager
- Which digital workflow tasks best describe your work - paid media management, SEO / content optimisation, social scheduling, influencer briefing, analytics reporting, A/B testing
- Where does AI currently create time savings, and where does it fall short of expectations
- Openness to AI-generated first-draft creative for performance campaigns, rated 1-5 - with notes on what would increase that score
IT / Microsoft Copilot Owner
- Which Microsoft Copilot SKUs are licensed today - Free Copilot Chat / M365 Copilot ($30 user/mo) / Copilot Studio / Microsoft Foundry - with seat counts and deployment coverage
- Whether advanced reasoning models are accessible within the current tenant configuration - relevant for complex brand and strategy tasks that go beyond standard Copilot capability
- Openness to a controlled agentic pilot - sandboxed, time-boxed, fully audited, with agent registry from day one - rated 1-5
No budget questions. No buying-intent questions. Every closed question has a notes box for context that does not fit the structured options. The IT readiness benchmark is kept separate and goes only to the relevant IT contact.
What sits inside the engagement, what is available alongside, and the governance layer underneath.
Formula AI Control Centre
As AI agents are deployed across the marketing function, the governance question becomes critical. Who owns each agent? What does it do for which brand? Is it producing reliable output? Is it still being used?
- For leadership - board-ready reports on ROI, hours saved, capacity value and total output across the brand portfolio
- For workstream leads - approval workflows, production sign-offs, governance lifecycle: Presented · Approved · Review · Retired
- For marketing teams - agent registration, discovery of digital colleagues built by other teams, issue logging
- Diagnostic surveys for AI for Marketing workstream members
- Head-of-workstream executive diagnostic
- IT / Copilot Owner Readiness Benchmark
- AI Opportunity Report - workflow analysis, capacity projections, sequenced roadmap
- Walkthrough call with live FACC demonstration
- Agent building for specific brand workflows - content, campaign, consumer insight
- Brand-level agent architecture across the brand portfolio
- Train-the-trainer methodology for scaling across regional marketing teams
- FACC enterprise deployment for board-level AI governance
- Integration with existing Copilot, SAP and Microsoft 365 infrastructure
Request a scoping call
A short call to align on scope, timing, and the wording of the vision statement. Once confirmed, CogniScale acts within a week and offers a brief live demonstration of the Formula AI Control Centre as part of the walkthrough.
The return is a clear, evidence-based picture of where AI creates capacity across the marketing function - mapped to specific workflows, quantified per brand, and sequenced in the order that generates the fastest return.
Book the scoping call