Alan Chatfield
@marketingviatechnology.com
Marketing Operations Consultant @ CRMT Digital | Editor of Marketing via Technology newsletter | Portsmouth FC and Hampshire Cricket fan
Some revealing research on AI chatbot usage doing the rounds. An Australian AI SEO agency have analysed 1m chats, and determined that most prompts are short and most sessions do not include follow up questions. Basically, AI is mostly just used for search.
December 11, 2025 at 6:42 PM
Some revealing research on AI chatbot usage doing the rounds. An Australian AI SEO agency have analysed 1m chats, and determined that most prompts are short and most sessions do not include follow up questions. Basically, AI is mostly just used for search.
This week, I've had two separate people (both developers) say they wanted SaaS app UIs to be replaced with chatbots. I'm fine with chat-based interfaces, but they're bad for power users and for discoverability. Chat UIs have a future, but not as a replacement for a traditional nav. Apps need both.
December 4, 2025 at 6:42 PM
This week, I've had two separate people (both developers) say they wanted SaaS app UIs to be replaced with chatbots. I'm fine with chat-based interfaces, but they're bad for power users and for discoverability. Chat UIs have a future, but not as a replacement for a traditional nav. Apps need both.
The divide between B2B and B2C marketing is often exaggerated, but sometimes it does make a difference. The role of content marketing in the buyer journey is one example that has profound implications for how B2B marketers can best integrate AI into personalised campaigns.
Beyond Offers: Content in an AI Age
A new AI powered marketing playbook is emerging. B2B marketers should be wary of the limitations to personalisation approaches pioneered in B2C.
marketingviatechnology.com
December 1, 2025 at 6:42 PM
The divide between B2B and B2C marketing is often exaggerated, but sometimes it does make a difference. The role of content marketing in the buyer journey is one example that has profound implications for how B2B marketers can best integrate AI into personalised campaigns.
Unsurprisingly, Microsoft's customer conference is all about AI Agents. It's not just iterative improvements to the AI within Office and Azure. There's also a heavy focus on governance and security, something which is notably absent from competing AI pitches. At least someone is thinking about it.
November 19, 2025 at 6:42 PM
Unsurprisingly, Microsoft's customer conference is all about AI Agents. It's not just iterative improvements to the AI within Office and Azure. There's also a heavy focus on governance and security, something which is notably absent from competing AI pitches. At least someone is thinking about it.
Microsoft have finally released native support for password managers in Windows, starting with 1Password and Bitwarden. That's a massive step forward, and could really drive the adoption of passkeys within enterprise.
November 12, 2025 at 10:17 PM
Microsoft have finally released native support for password managers in Windows, starting with 1Password and Bitwarden. That's a massive step forward, and could really drive the adoption of passkeys within enterprise.
Microsoft's turn to publish the weekly reminder that AI Agents need constant supervision and detailed instructions. They built a theoretical marketplace to test agent-to-agent interaction. Turns out agents struggled under anything other than ideal conditions.
Source: techcrunch.com/2025/11/05/m...
Source: techcrunch.com/2025/11/05/m...
Microsoft built a fake marketplace to test AI agents — they failed in surprising ways | TechCrunch
The research raises new questions about how well AI agents will perform when working unsupervised — and how quickly AI companies can make good on promises of an agentic future.
techcrunch.com
November 6, 2025 at 6:42 PM
Microsoft's turn to publish the weekly reminder that AI Agents need constant supervision and detailed instructions. They built a theoretical marketplace to test agent-to-agent interaction. Turns out agents struggled under anything other than ideal conditions.
Source: techcrunch.com/2025/11/05/m...
Source: techcrunch.com/2025/11/05/m...
Spent the week at a marketing operations conference. AI governance was a major talking point. Far less AI for the sake of it than in recent years. Still lots of talk about AI but mostly all very practical. Definitely feels like ops teams have figured out GenAI. Just need to educate the c-suite now.
October 31, 2025 at 5:25 PM
Spent the week at a marketing operations conference. AI governance was a major talking point. Far less AI for the sake of it than in recent years. Still lots of talk about AI but mostly all very practical. Definitely feels like ops teams have figured out GenAI. Just need to educate the c-suite now.
Did Microsoft learn nothing from Clippy? Few people want their enterprise software to have warmth and personality. They just want it to get out of the way of their work.
At least Mico only appears in voice mode for now. There is an argument that voice AIs should have a persona. Siri often does.
At least Mico only appears in voice mode for now. There is an argument that voice AIs should have a persona. Siri often does.
October 24, 2025 at 7:48 PM
Did Microsoft learn nothing from Clippy? Few people want their enterprise software to have warmth and personality. They just want it to get out of the way of their work.
At least Mico only appears in voice mode for now. There is an argument that voice AIs should have a persona. Siri often does.
At least Mico only appears in voice mode for now. There is an argument that voice AIs should have a persona. Siri often does.
Bad week for Apple in the UK. Yesterday, they and Google were placed under competition scrutiny after being declared gatekeepers for mobile devices. Now they've lost a court case around app store commissions. As a result, they're liable for £1.5bn in damages. That's the risk with a closed platform.
October 23, 2025 at 10:04 PM
Bad week for Apple in the UK. Yesterday, they and Google were placed under competition scrutiny after being declared gatekeepers for mobile devices. Now they've lost a court case around app store commissions. As a result, they're liable for £1.5bn in damages. That's the risk with a closed platform.
On Friday, Google finally deprecated privacy sandbox - their aborted attempt to replace third party cookies with something worse for everyone. The only collateral damage is Chrome's IP protection feature.
Still, privacy sandbox does have a useful legacy. It introduced cookie isolation to Chrome.
Still, privacy sandbox does have a useful legacy. It introduced cookie isolation to Chrome.
October 20, 2025 at 8:57 PM
On Friday, Google finally deprecated privacy sandbox - their aborted attempt to replace third party cookies with something worse for everyone. The only collateral damage is Chrome's IP protection feature.
Still, privacy sandbox does have a useful legacy. It introduced cookie isolation to Chrome.
Still, privacy sandbox does have a useful legacy. It introduced cookie isolation to Chrome.
It's Dreamforce this week, which means yet more Agentforce hype. Better contextual grounding and an improved agent builder are helpful. The most interesting announcement is Agent Script. Developing a scripting language to integrate if/then logic in agents sounds absurd, but is genuinely useful.
October 14, 2025 at 7:56 AM
It's Dreamforce this week, which means yet more Agentforce hype. Better contextual grounding and an improved agent builder are helpful. The most interesting announcement is Agent Script. Developing a scripting language to integrate if/then logic in agents sounds absurd, but is genuinely useful.
The UK's equivalent to the DMA is rolling out. Google have been given strategic market status for search and search advertising, which allows the CMA to make the type of interventions that we've seen elsewhere. The CMA are taking this slowly, so it will take time before we see any real consequences.
October 10, 2025 at 5:45 PM
The UK's equivalent to the DMA is rolling out. Google have been given strategic market status for search and search advertising, which allows the CMA to make the type of interventions that we've seen elsewhere. The CMA are taking this slowly, so it will take time before we see any real consequences.
A Dutch court has ruled that Meta must allow their users to bypass the algorithmic feed and select the 'Following' feed as the default. Good news, but I'm sure Meta will workaround the ruling to somehow degrade Instagram even more.
October 2, 2025 at 5:42 PM
A Dutch court has ruled that Meta must allow their users to bypass the algorithmic feed and select the 'Following' feed as the default. Good news, but I'm sure Meta will workaround the ruling to somehow degrade Instagram even more.
96% of companies don’t see ROI on AI according to a new Atlassian report. It does improve the productivity of individual workers but not by much.
That's because AI is more about breaking down information silos and improving output quality (especially for non-SMEs). Productivity is a distraction.
That's because AI is more about breaking down information silos and improving output quality (especially for non-SMEs). Productivity is a distraction.
September 25, 2025 at 7:02 PM
96% of companies don’t see ROI on AI according to a new Atlassian report. It does improve the productivity of individual workers but not by much.
That's because AI is more about breaking down information silos and improving output quality (especially for non-SMEs). Productivity is a distraction.
That's because AI is more about breaking down information silos and improving output quality (especially for non-SMEs). Productivity is a distraction.
Microsoft are considering setting up a 'Publisher Content Marketplace' which allows them to pay royalties to publishers whose content is used in Copilot responses. It's good to see one big tech firm making the first move in this area. It sets a precedent that other AI vendors will hopefully follow.
September 25, 2025 at 5:42 PM
Microsoft are considering setting up a 'Publisher Content Marketplace' which allows them to pay royalties to publishers whose content is used in Copilot responses. It's good to see one big tech firm making the first move in this area. It sets a precedent that other AI vendors will hopefully follow.
Unified data governance across platforms is a security necessity. Standardising APIs and metadata across apps makes integration much easier. As such, it's good to see Snowflake and Salesforce taking steps to make their platforms interoperable with the Open Semantic Interchange initiative.
September 24, 2025 at 5:42 PM
Unified data governance across platforms is a security necessity. Standardising APIs and metadata across apps makes integration much easier. As such, it's good to see Snowflake and Salesforce taking steps to make their platforms interoperable with the Open Semantic Interchange initiative.
Process is the backbone of marketing operations. Structured business workflows aren't just about efficiency - they also lead to better reporting, fewer errors, and smarter decisions.
My latest Marketing via Technology newsletter shows there are no shortcuts to clean data or accurate reporting.
My latest Marketing via Technology newsletter shows there are no shortcuts to clean data or accurate reporting.
Why Process leads to Reporting
Effective reporting is essential for marketing success. Yet, missing performance data is commonplace. Fill the gaps by fixing production processes.
marketingviatechnology.com
September 18, 2025 at 5:42 PM
Process is the backbone of marketing operations. Structured business workflows aren't just about efficiency - they also lead to better reporting, fewer errors, and smarter decisions.
My latest Marketing via Technology newsletter shows there are no shortcuts to clean data or accurate reporting.
My latest Marketing via Technology newsletter shows there are no shortcuts to clean data or accurate reporting.
Good to see the likes of Reddit and Medium doing something useful for once. RSL is a useful first step in the battle against AI content scrapers. Adding licensing terms to robots.txt is a no brainier. The real challenge is still in enforcing these terms when AI firms aren't interested.
September 10, 2025 at 6:33 PM
Good to see the likes of Reddit and Medium doing something useful for once. RSL is a useful first step in the battle against AI content scrapers. Adding licensing terms to robots.txt is a no brainier. The real challenge is still in enforcing these terms when AI firms aren't interested.
Just what is a 'Qualified Competitor'? The outcome of the Google antitrust deal will hinge on that definition. Forcing Google to license their index to competitors is essential, because that boosts AI search engines. Google has viable competitors now, but we still need to end their data advantage.
September 3, 2025 at 5:57 PM
Just what is a 'Qualified Competitor'? The outcome of the Google antitrust deal will hinge on that definition. Forcing Google to license their index to competitors is essential, because that boosts AI search engines. Google has viable competitors now, but we still need to end their data advantage.
Anthropic have settled the copyright lawsuit brought by a group of authors. Not sure they had much choice. They won the fair use argument at trial. They were never going to win the piracy argument. Guess their VC backers have realised this and are prepared to fund a settlement.
August 27, 2025 at 5:41 PM
Anthropic have settled the copyright lawsuit brought by a group of authors. Not sure they had much choice. They won the fair use argument at trial. They were never going to win the piracy argument. Guess their VC backers have realised this and are prepared to fund a settlement.
Interesting report. Gen AI has only had real world impact in two industries: tech and media. Otherwise, it mostly impacts jobs that are outsourced anyway. I see that in marketing, which is getting 50% of AI budgets but using it on the wrong things.
Source: www.theregister.com/2025/08/18/g...
Source: www.theregister.com/2025/08/18/g...
Generative AI does nothing for 95 percent of companies
: MIT NANDA study finds only 5 percent of organizations using AI tools in production at scale
www.theregister.com
August 20, 2025 at 5:42 PM
Interesting report. Gen AI has only had real world impact in two industries: tech and media. Otherwise, it mostly impacts jobs that are outsourced anyway. I see that in marketing, which is getting 50% of AI budgets but using it on the wrong things.
Source: www.theregister.com/2025/08/18/g...
Source: www.theregister.com/2025/08/18/g...
In case you didn't have enough information silos in your life, Adobe have announced another one just for PDFs. The new version of Acrobat introduces PDF Spaces, a way to organise PDF files and ask AI questions about them. Nevermind that Gemini or CoPIlot can do the same thing for all your files.
August 19, 2025 at 5:42 PM
In case you didn't have enough information silos in your life, Adobe have announced another one just for PDFs. The new version of Acrobat introduces PDF Spaces, a way to organise PDF files and ask AI questions about them. Nevermind that Gemini or CoPIlot can do the same thing for all your files.
Website owners have long benefitted from search referrals. Now, search traffic is in decline as Google redirects traffic to AI services. Publishers aren't sure how to respond.
My latest Marketing via Technology newsletter looks at the relationship between marketers, publishers and search engines.
My latest Marketing via Technology newsletter looks at the relationship between marketers, publishers and search engines.
Revolution When: AI and the Open Web
Marketers and publishers have long benefited from search engines. Today, search threatens the web. A new deal is needed before AI bankrupts itself.
marketingviatechnology.com
August 12, 2025 at 5:42 PM
Website owners have long benefitted from search referrals. Now, search traffic is in decline as Google redirects traffic to AI services. Publishers aren't sure how to respond.
My latest Marketing via Technology newsletter looks at the relationship between marketers, publishers and search engines.
My latest Marketing via Technology newsletter looks at the relationship between marketers, publishers and search engines.
A new Register article claims the new Trello redesign may be the worst in tech history. They obviously haven't used Jira. Although based on recent releases, Atlassian haven't either.
Atlassian clearly want to push non-technical teams onto Jira. Yet, recent updates have broken the UX for them.
Atlassian clearly want to push non-technical teams onto Jira. Yet, recent updates have broken the UX for them.
August 6, 2025 at 5:42 PM
A new Register article claims the new Trello redesign may be the worst in tech history. They obviously haven't used Jira. Although based on recent releases, Atlassian haven't either.
Atlassian clearly want to push non-technical teams onto Jira. Yet, recent updates have broken the UX for them.
Atlassian clearly want to push non-technical teams onto Jira. Yet, recent updates have broken the UX for them.
Perplexity are clearly rattled by their dispute with Cloudflare. Their explanation for ignoring bot restrictions is absurd.
An AI Assistant fetching content on behalf of the user is still a bot. If they want to bypass robots txt, they need to display the actual page content not just summarise it.
An AI Assistant fetching content on behalf of the user is still a bot. If they want to bypass robots txt, they need to display the actual page content not just summarise it.
August 5, 2025 at 5:42 PM
Perplexity are clearly rattled by their dispute with Cloudflare. Their explanation for ignoring bot restrictions is absurd.
An AI Assistant fetching content on behalf of the user is still a bot. If they want to bypass robots txt, they need to display the actual page content not just summarise it.
An AI Assistant fetching content on behalf of the user is still a bot. If they want to bypass robots txt, they need to display the actual page content not just summarise it.