The phrase
Honest translation
Evidence
"AI-first strategy"
We've reorganised our thinking around AI. Whether we've reorganised our work is a different question.
"Personalisation at scale"
We've referenced this concept correctly. The Sparks programme — your most relevant data asset — wasn't mentioned.
"Data-driven creative"
We will use data to inform creative decisions. We haven't shown you when we've done this or what changed because of it.
"LLM integration"
We're using large language models. Which ones, how, with what guardrails, at what cost per output — not covered.
"Multimodal AI"
Our AI can handle text, image and video. Helpful context. What it produces for M&S specifically: not demonstrated.
"Responsible AI"
We take ethics seriously. No specifics on bias testing, audit trails, or compliance with the ICO's AI guidance.
"Agentic workflows"
We're exploring AI agents that act autonomously. Explored where, on which tasks, with which human checks — not stated.
"AI-native creative team"
We've hired people who know AI. Seniority, depth, tenure — not in the room.
"Real-time optimisation"
The creative will improve dynamically. Infrastructure requirements, update cadence, sign-off process: not addressed.
"Co-creation with AI"
Humans and AI working together. What this means practically for M&S briefs: unclear.