AI Strategy ≠ 'Automate Everything' | E98 with Fiona Sherwood and Joanna Edwards

Why does every second LinkedIn post promise an “AI system” that will fix your marketing overnight? 🤖✨ If you’ve been told to “just automate everything,” this episode is your antidote.

In this episode, we’re joined by Fiona Sherwood (fractional CMO & AI marketing trainer) and Joanna Edwards (events leader behind a GenAI-for-marketers summit) to get practical about what an AI strategy actually is—and why tools come last, not first. 

We get into:
 ✅ Why “automate everything” isn’t a strategy (and where automation does belong) 
✅ Using real customer insight (CRM + sales-call transcripts) to fuel content that isn’t beige 
✅ Guardrails that matter: GDPR, FCA/regulated industries, brand voice, approvals, and culture 
✅ Tooling sanity: start small, personalize your stack (Copilot, GPT, etc.), and budget for training 
✅ How marketers can lead company-wide AI standards—without shaming or “AI-washing” 
✅ Measuring what matters, spotting hype, and setting expectations with the C-suite 

If you’re tired of guru threads and beige outputs—and you want an AI plan tied to revenue, compliance, and actual customer problems—this one’s for you. 

We’re Ruta and Emma, the marketing consultants behind Blame it on Marketing. 

If you’re in B2B SaaS or professional services and looking to do marketing that actually drives revenue and profit, we’re here for it.

Visit blameitonmarketing.com and let’s get this show on the road.