AI as a Partner in Promotional Marketing
Debate motion: “AI should be seen as a partner to the promotional marketing industry, not a disrupter.”
Debate location: Committee Room 14, House of Commons, London SW1A 0AA, United Kingdom
Debate date: Tuesday, November 25, 2025, 5:00–7:00pm GMT
Full article published on Jam 7
On 25 November 2025, marketers will gather in Committee Room 14 at the House of Commons to debate the motion: “AI should be seen as a partner to the promotional marketing industry, not a disrupter.” The event is chaired by Lord Black of Brentwood, with Oliver Yonchev and Dan Hirons speaking for the motion, and Dr Amr Al Khateeb and Mays Elansari speaking against it.
Before the debate, I wanted to capture my own reflections on the motion. I've written these ahead of hearing either side, to help shape any comments I might make on the day.
In this summary of the original article, I look at what "AI as a partner" means in practical terms for UK promotional campaigns. If you run campaigns, work in brand, or advise clients, you will find examples, risks to watch for and simple starting points for using AI without losing control.
The Partnership Opportunity
When positioned as a partner rather than a replacement, AI offers promotional marketers four key advantages:
- Speed and agility: Campaign tasks that once required weeks can now be completed in hours
- Precision targeting: Move beyond demographics to behaviour-based segments that drive genuine engagement
- Creative amplification: Free teams from repetitive tasks to focus on strategic thinking and distinctive concepts
- Operational confidence: Automated compliance checks and quality assurance reduce risk whilst maintaining brand safety
Real Results from UK Brands
Early adopters are already seeing measurable impact. Food delivery brands report 6x increases in conversions through intelligent personalisation. Property platforms achieve 218% improvements in engagement using behavioural data to tailor content. These aren't theoretical benefits, they're happening today.
The Human Element Remains Essential
The most successful implementations keep humans firmly in control of strategy, brand voice, and creative direction. AI handles the operational heavy lifting such as data analysis, variant testing and channel optimisation whilst marketers focus on what truly matters: understanding audiences, building distinctive narratives, and nurturing customer relationships.
Starting Your AI Partnership
Begin with small, high-impact applications: triggered offers, email personalisation, or timing optimisation. Choose transparent platforms that provide human oversight, clear audit trails, and the ability to override automated decisions. The goal is augmentation, not automation.
Want to Explore This Further?
Red the full article on Jam 7 which includes:
- Detailed UK brand case studies with specific metrics
- Step-by-step implementation guidance
- Technical considerations for agentic marketing systems
- Compliance and brand safety frameworks
- Common challenges and how to address them
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About the Author
Jack Hardy is the Chief Marketing Officer at Jam 7, an award winning Chartered Marketer, and a CIM board member with over a decade of experience in crafting B2B growth strategies across various technology platforms and SaaS providers. At Jam 7, he leads a team of Growth Agents to help B2B tech brands scale with human-led AI powered growth marketing.