The problem
A mid-size marketing agency with 45 staff was losing pitches to smaller, more agile competitors who were leading with AI. The leadership team knew they needed to respond but had no clear view on what AI adoption should look like for their business model, what it would cost, or how to position it to clients and prospects.
They had opinions. They did not have a commercial framework.
The solution
Fractional commercial strategy across three workstreams:
1. AI adoption roadmap — Mapping where AI could create genuine commercial leverage across the agency's service lines. Prioritised by client impact and internal efficiency, not by what was technically possible.
2. Client-facing positioning — Developing how the agency would talk about AI to existing and prospective clients. Moving from defensive ("we use AI tools") to confident ("here is what AI means for your campaigns and your budget").
3. Commercial model review — Assessing whether the agency's existing pricing and service structure was compatible with an AI-enabled operation, and where the revenue model needed to evolve.
The outcome
A 90-day AI adoption roadmap with clear commercial priorities. Updated positioning used in three new business pitches within six weeks of delivery. Two of those pitches converted. Estimated incremental revenue from new positioning in year one: £180,000.
What this demonstrates
Commercial strategy for leaders navigating AI adoption. The question was never whether to adopt AI. It was how to do it in a way that made commercial sense for the business and was credible to clients.