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James Fitzgerald

James Fitzgerald is Executive Director of Programming at SMK, where he leads digital, social media and AI capability programmes for marketing, communications and leadership teams. He helps organisations build practical capability across social media strategy, content, AI adoption, paid media, search, digital communications and marketing transformation. James writes regularly for SMK on platform change, AI in marketing, digital strategy and the future of marketing and communications teams. Connect with James on LinkedIn: https://www.linkedin.com/in/jamesgefitzgerald/

LinkedIn Builds Its Creator Marketplace

Leave a Comment / Influencers, LinkedIn /

LinkedIn is expanding its B2B creator offering through two separate initiatives: Creator Marketplace, a product within Campaign Manager, and BrandWorks, a managed creative service delivered by LinkedIn specialists to selected clients. Creator Marketplace is designed to help B2B brands find professional creators, assess their audience and content performance, make direct contact and promote creator posts […]

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Google Pushes Ads Into AI Answers

Leave a Comment / Ads, AI, Google /

At Google Marketing Live 2026, Google spelled out how ads are being pushed deeper into AI-assisted journeys: answers, product discovery, shopping recommendations and lead conversations. It introduced new Gemini-built ad formats in Search and AI Mode, including Conversational Discovery ads, Highlighted Answers and AI-powered Shopping ads. It also expanded Direct Offers for shoppers and introduced

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ChatGPT Adds New AI Budget Controls, As Costs spiral

Leave a Comment / AI, ChatGPT /

Marketing teams have spent the past two years being encouraged to use AI more often. Use it for campaign planning, research, content repurposing, reporting, customer insight, social copy, presentation development and every awkward first draft nobody wants to write from scratch. The message was simple enough: experiment first, work out the model later. That phase

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Meta Expands Data Use In AI Feeds

Leave a Comment / Ads, AI, Meta /

For years, marketers have been told to improve the data they send back to Meta because it helps ads work better. Cleaner conversion events. Better server-side tracking. Stronger match quality. More reliable optimisation. All sensible enough, especially after Apple’s iOS 14.5 update weakened parts of Meta’s old tracking model. Now that same business-shared data may

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Microsoft Scout Targets Marketing Workflows

Leave a Comment / AI, Copilot /

Microsoft is moving AI agents from the chat window into the working day. Its new assistant, Microsoft Scout, is designed to sit across Microsoft 365, desktop and web environments, helping users coordinate meetings, prepare materials, identify deliverables and keep work moving without needing to be prompted every time. For marketing, communications, digital and customer teams,

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