About
I’m Michael Sweenie, a B2B marketer building practical, human-led AI systems for research, content and campaigns.
I created this site to share what I am learning as I do that work. It is a place for clear explanations, practical workflows and honest lessons about where AI can support marketing, where it still needs careful direction and where a person needs to make the final call.
I’m here to understand AI properly, put it to work on real marketing problems and share practical lessons that help other marketers make progress. I want the work here to be useful, grounded and continually improving.
The Reason For This Site
AI marketing is often presented as a collection of tools, prompts and impressive-sounding possibilities. That can make the subject feel more complicated than it needs to be, especially when you are responsible for marketing but do not have a large team, a technical background or spare time to experiment endlessly.
I want this site to focus on the part that matters more than the tool itself: the thinking around the work. What are we trying to achieve? What information does the task need? Which parts can be made more repeatable? How do we check the result? What should remain with a human?
My aim is to help marketers move beyond asking a chatbot for a one-off answer and towards building clearer, more useful workflows for research, planning, content and campaigns. That does not mean automating everything. It means understanding where AI can help, putting sensible boundaries around it and keeping responsibility with the person who understands the audience and the business.
The Experience Behind It
I started working in marketing in 2017, learning how audience, message, channels and campaigns fit together through hands-on work.
Alongside that work, I completed an honours bachelor's degree in Marketing at Glasgow Caledonian University, giving me a stronger framework for making decisions.
My first full-time roles broadened my experience across SEO, content, social, email, paid campaigns, PR, events and digital performance.
At KubeNet, I moved into technical B2B marketing, making complex services clearer and exploring how AI could support the work without replacing judgement.
At Smart Net Zero, I work close to business development, technical sales and leadership, building practical AI-supported workflows for research, content and campaign planning.
The Role Of AI
AI became important to me because it sits directly inside the problems I was already trying to solve.
Marketing often involves gathering information, finding patterns, creating a first structure, adapting a message for different audiences and checking whether the final output is clear enough to use. AI can support parts of that process. It can help me explore a subject, organise material, develop a starting point or make a repeatable task easier to manage.
But using AI well has also made the limits more obvious. A fast answer is not automatically a useful answer. A fluent draft is not automatically accurate. A confident recommendation is not automatically right for the audience, the brand or the situation.
That is why I am more interested in systems than shortcuts. A useful AI marketing workflow needs a clear objective, relevant context, sensible instructions and a review point. It needs a marketer who can recognise a weak assumption, question a source, improve the message and decide whether the result is good enough to move forward.
The Working Principle
I believe AI should support marketing judgement, not replace it.
I set the direction and define what good looks like.
I give the work enough context for the task to make sense.
I use AI to support the repeatable middle of the process.
I review the output for accuracy, relevance, tone, evidence and risk.
I keep the final decision with a person who is accountable for the work.
The right level of structure depends on the work. Sometimes that is a well-written request and a quick check. Sometimes it is a repeatable process with clear source material and several review points.
The Resource Platform
I am building the resource library around three connected areas.
I explain the concepts, terms and decisions behind practical AI marketing in plain English. This includes the foundations that make later experimentation more useful, such as prompts, context, workflows, agents and human review.
I share ways to turn useful ideas into repeatable workflows, templates and systems for research, content and campaign work. The focus is on what the system needs to do, what information it needs and where a person should stay involved.
I connect the ideas to real marketing work, especially in technical and complex B2B environments. This is where I will share applied lessons, generalised examples and practical observations about translating expertise into clear communication.
The Intended Reader
I write for people who are responsible for marketing and are still working out how AI fits into the job.
That might be an early-career marketer building their foundations, a solo marketer handling too many priorities, an owner-marketer in a small B2B business or a lean team trying to create more consistency without losing the human side of the work.
You do not need to be a technical specialist to use these resources. You need a real marketing problem, a willingness to think clearly about it and enough curiosity to test a better way of working.
Looking Ahead
This website is part of a longer-term direction for my work. I am developing towards marketing leadership, practical AI enablement and eventually helping more businesses apply these ideas responsibly.
For now, I am focused on the foundations: doing the work, learning the tools, testing the workflows, documenting the lessons and improving my judgement. I want the platform to grow from useful practice rather than from a promise that has not been earned yet.
If you are trying to make AI useful in your marketing without handing over your judgement, you are in the right place. Start with the resources, or get in touch if you want to share a question, an experiment or a useful perspective.
