On 30 September 2026, Matt Peat, Advise's Chief Category and Growth Officer, spoke at "How AI is shaping global brands", a morning event hosted by OLIVER and ECR Ireland, alongside speakers from Diageo, ServiceNow and The Brandtech Group.
Matt's subject was adoption: what it takes for a commercial team to actually use new technology systems, and to change how it works around them.
Adoption is the hard part
Most brands now have access to the same AI tools. The difference is in who uses them, every week, on real decisions. That comes down to ways of working as much as software: who owns the question, where the analysis now comes from, how a recommendation gets approved, and how the team learns from what happened next.
It's the same thinking behind the Advise Adoption Programme: six weeks, one day a week, built around a team's real work, so new tools become the way the team works rather than another login.
Thanks to OLIVER and ECR Ireland for the invitation.