AI is making everyone's work sound the same.
More output does not necessarily mean stronger content, clearer thinking, or better creative work.
Your teams are using AI.
Is the work getting better?
JMC helps marketing, communications, and revenue leaders use AI to improve consequential work, produce trustworthy intelligence, and apply the right quality controls.
Jim Marsh
Founder, JMC Intelligence
For 15 years at HBO, Jim led marketing and emerging-technology work where creative ambition had to hold up to global audiences, demanding creative and brand standards, and real business consequences. He helped build and scale digital and social marketing, then led the global integrated marketing launch for House of the Dragon. Today, he brings that operating experience to AI: helping leaders choose where it matters, build team capability, and put better content, intelligence, and workflows into practice with appropriate controls.
The problem
Using AI is no longer the hard part.Making the work better is.
Teams are already using AI across content, research, customer intelligence, presentations, communications, and decisions. Leaders still have to determine where it is useful, whether they can trust the result, and what standards should govern the work.
We have more information, but not better answers.
Confident analysis can arrive before the organization knows which sources to trust or what the evidence supports.
People are using AI faster than we can decide what's allowed.
Policies alone do not tell teams which tools, knowledge, reviews, and disclosures belong inside the work.
The result can be more review, rework, uncertainty, and investment without meaningful improvement in the work.
Where I focus
Three connected areas where the quality of the work matters
The technology may change quickly. These operating questions remain.
01
Content and
Communications
Get AI support for marketing content, decks, and sales materials without settling for generic work or creating more review.
02
Customer and
Market Intelligence
Produce trustworthy insight for customer and market decisions and AI strategy.
03
Compliance and
Quality Control
Build quality, security, disclosure, ownership, and human review into the work so it can scale without crossing important lines.
How I help
The situation determines the work.
I can work as an executive advisor, facilitator, project lead, workflow partner, or embedded leader. The engagement begins with the problem, not a predetermined package.
Advise
Decide where AI matters.
Identify leverage, evaluate priorities and risks, and determine what to fund, stop, test, or scale.
Enable
Build understanding and capability.
Help executives and teams develop the knowledge and working practices required to use AI well in their actual work.
Improve
Make consequential work better.
Examine important workflows, redesign how people and AI work together, and implement bounded improvements with the right quality controls and handoff.
Built into the work
Practical governance belongs inside the decisions, workflows, implementation, and handoff, not only in a separate policy document.
What the work can look like
From executive decisions into the work itself
Executive advisory and coaching around priorities, investment, vendors, and organizational decisions
Applied AI Exchanges and working sessions tied to real responsibilities
Content, intelligence, presentation, and communications workflow redesign
Approved knowledge and agent configuration within enterprise tools
Source-grounded customer, market, account, and executive intelligence
Quality standards, review, ownership, disclosure, escalation, and handoff
Why Jim
Built for moments when technology changes the work.
Jim Marsh spent 15 years at the intersection of marketing, technology, and transformation at HBO.
He led social media and digital marketing for Game of Thrones across all eight seasons as it became HBO's largest series and a global cultural phenomenon.
Jim then helped transform HBO's marketing organization into a digital- and social-first, global integrated function supporting the company's transition toward direct-to-consumer streaming. He ultimately led integrated marketing across HBO and the global launch of House of the Dragon.
Today, he applies that combination of senior leadership, transformation experience, and hands-on emerging technology work to practical AI strategy, enablement, intelligence, workflows, governance, implementation, and handoff.
Former HBO
Senior Vice President
Emmys, Cannes Lions
and Webby recognition
MIT Professional Education
Applied Generative AI
Current enterprise work
Media, technology, sports and business information
Selected work
Strategy that moves into practice
Three examples of how the work can meet organizations at different moments.
Embedded transformation
A governed AI capability for marketing content and intelligence
Led strategy, architecture, workflow transformation, implementation, launch, and handoff for an enterprise technology company.
Created an extensible foundation connecting approved knowledge, marketing expertise, user guidance, quality control, governance, and feedback.
Executive enablement
Practical AI decisions for senior revenue leaders
Facilitated leaders at a major global business and financial news organization on AI priorities, decision criteria, risk, and human judgment.
Content strategy
An AI approach for executive communications
Advised leaders at a major media company on AI content strategy and internal workflows while preserving voice, context, review, and accountability.
Resources
Practical thinking for people putting AI to work
Published arguments and working guides designed to help leaders act with more clarity.
Get Better Work From the AI Tools You Already Have
Get better work from the AI tools you already have by setting them up around your specific goals.
Read the guide →AI Collaboration for Marketing and Creative Teams
Decide what the work needs from people, then choose how AI can help.
Read the guide →The Rules for Using AI in Marketing Are Changing
A practical guide to the questions, requirements, decisions, and release checks that matter when AI contributes to marketing and creative work.
Read the guide →I managed through four tech disruptions at HBO. AI Minimalism is the secret to survival in the fifth.
Choose the right problems before reaching for more tools. Align before experimenting. Build the smallest system capable of improving real work.
Read the article ↗The Real Work Begins After AI Access
The harder journey of transforming how an organization thinks, decides and moves.
Read the article ↗The Adoption Gap
Why AI acceleration is outpacing leadership architecture.
Read the article ↗When to call me in
AI activity is moving faster than your ability to prioritize it, improve the work, or stand behind the result.
Tell me what you are working through. If it is useful, we can have a low-pressure conversation about the situation and what a sensible next step might be.
Book a 20-minute introduction