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During this course you will cover:


  • How Marketing AI systems will impact the role of marketers 
  • Dynamic Optimsation and its effect on content and creativity
  • Real-time engagement and it's effect on business design
  • Zero-based budgeting and its effect on planning and resourcing
  • Where do marketers fit into the world of intelligent systems?

Martech companies are investing billions in the development of tools that could potentially see many marketers replaced by intelligent systems. What will these systems look like? What imaginary advantages will they bring to our industry? Will substituting capital for labour become the only game in town for business owners? What should marketers do to survive/thrive in a world of systemic machine learning adoption?

Mike O'Brien, the IDM's resident futurologist will explore these themes in a one hour talk. Something no Intelligent System has yet mastered the art of doing. Is this just a temporary reprieve or something that gives us hope? Join him and play your part in shaping your future.     

​Event Details:
  • 5.30pm | Doors open & wine network reception
  • 6pm | Talk starts
  • 7pm | Talk ends & time for questions
  • 7.30pm | Evening ends

Trouble booking or you just want to find out more? Contact and we can answer your questions. 

Course availability 

Please get in touch for more information. Call us on 020 8614 0277 or email on

Course information


Mike O’Brien F IDM, Jam Partnership

Mike O’Brien is a serial entrepreneur and the CEO of Jam Partnership, a channel agnostic digital consultancy specialising in digital transformation, marketing automation and human integration training. He is an IDM Tutor, an established keynote speaker, a contributor to best-selling marketing and digital strategy books, a passionate digital blogger, an award-winning copywriter and creative director, and a channel-agnostic, customer-centric futurologist. He is a founding partner in a Digital Marketing Apprenticeship start-up and one of a small number of marketers with extensive experience in brand, direct and digital marketing. As an IDM tutor, he has won Educator of the Year and has helped thousands of direct and digital marketers to gain professional qualifications. He is passionate about raising professional standards and using technology to enhance personal productivity. His client portfolio includes over 200 of the world’s top brands, including: HSBC, Barclays, Volvo, Jaguar, Sky Sports, VW, Amex, Barclaycard, Cancer Research, British Airways, Old Spice, Sony, Panasonic, Thomas Cook, NatWest, Legal & General, Unison, Royal Mail and the FT. Mike is also a member of the DMA Social Media and Customer Engagement Councils, and proud to be a Fellow of the IDM.



A very good starting point for any marketers launching an eCRM

Deborah Ficamos,
Ecommerce Manager, Mirror Group Services

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