One marketer on experimenting with an ‘AI first’ mentality
Michelle Anderson is finding major strategic and creative benefits to using AI on a daily basis in her role leading marketing at leisure startup Soul Padel.
While the part artificial intelligence has to play in marketing may be up for debate, some brands are exploring ways to make AI business as usual.
Former interim CMO at football league operator Powerleague, Michelle Anderson was on the lookout for a company that shared her passion for AI experimentation.
Already familiar with padel tennis – a cross between squash and traditional tennis – she approached Manchester-based startup Soul Padel to see if the business needed marketing support. Having joined the brand on an interim basis to head up marketing back in June, Anderson found Soul Padel CEO Mark Hewlett shared her vision for harnessing AI to enhance marketing creativity, improve efficiency and drive commercial success.
“I had all these experiments in my head and I really wanted to do it with a business which was very commercially focused and would allow me to do it in a transparent way,” she explains.
