AI, Data and the Path to Smarter Business Decisions: What We Learned from the Experts

If you're a business leader wondering how to make AI and data work for your business, not against it, then this recap’s for you.

Last week's webinar brought together a brilliant panel of experts from across the data, policy, marketing and tech space, with one big question in mind: how can business leaders harness AI without losing sight of what matters most - people, performance and purpose?

Hosted by our Managing Director, Jo Perrotta, the panel featured:

• Alexandra Farrell (Founder & CEO, Autometry)
• Emma Thwaites (Director of Global Policy & Corporate Affairs, Open Data Institute)
• Sofia Alcala Paterna (Managing Director, Intuita)

It was a fast-paced 45 minutes packed with practical advice and industry truths, and tackled the big questions facing businesses right now. Here are the biggest takeaways...

1. Businesses are sitting on untapped data value, and they don’t even realise it

One of the standout points was that most organisations are hoarding data without understanding its value.

As Emma put it, many businesses fear that sharing or activating data might mean giving up a competitive edge, when in reality, doing nothing with it is the real risk.

We see this constantly with recruitment businesses: outdated CRMs, messy records, and legacy systems filled with potential… but no action plan. When you assign value to data (in the same way you'd value people, tech or infrastructure), it starts to get the attention it deserves.

• Think about your CRM: Is it clean? Structured? Searchable? If not, it's probably slowing you down (and losing you revenue).
• Think about your tech stack: Is your data flowing between tools? Or are people keying things in twice?

Top Tip: Treat data like a revenue stream, not a cost centre. If it’s clean, structured and segmented, it becomes a commercial asset, not just an admin headache.

2. Want better AI outcomes? Start with your data, not your tech stack

The temptation to “add AI” without a plan is real — but dangerous. As Alex pointed out, businesses often want AI to deliver commercial gains before doing the groundwork.

Her advice? Know the problem you’re solving first. Then ask what data you need. Then find the right tech.

This aligns perfectly with how we guide clients at Marmalade. Whether it’s lead gen, candidate reactivation or BD enablement - AI needs fuel. And that fuel is clean, labelled, consistent data.

Start here:

• Is your CRM marketing-enabled?
• Do you know your data criticality across departments?
• Can you trust your reports to make strategic decisions?

If not, AI is going to struggle, no matter how powerful the tool.

3. AI should scale personalisation, not replace people

There's a reason we don’t believe in generic, mass-blast automation. Sofia nailed this when she said:

"Data doesn’t need to be perfect — it needs to be fit for purpose. And not all data is equal. You have to define criticality and invest accordingly."

Too many businesses are chasing "perfect data" and losing momentum. Others are automating before they understand what truly matters to their customers or teams. The smarter move is to focus on scalable, personalised experiences - whether that’s email journeys, talent nurture campaigns or reporting dashboards.

4. Stop thinking of AI as a switch - it's a strategy

AI isn’t a silver bullet. It’s a strategic enabler. To unlock its power, you need buy-in across teams, not just at board level.

Here’s how we advise clients to approach it:

• Define a business outcome
  Want to improve time-to-hire? Reduce admin for recruiters? Drive more inbound leads?
• Map your process
  Look at where data flows, where blockers exist, and what the end goal looks like.
• Choose the right tools (not the fanciest)
  From CRM enrichment to email automation to market intel platforms — you don’t need 10 tools. You need 2-3 that integrate well and solve real problems.
• Start small and test
  AI isn’t a one-time implementation. Test, refine, monitor.

5. Don't ignore governance - ethical AI matters more than ever

With the AI Act coming into force in Europe, compliance is no longer a “nice to have”. Businesses must be able to track how AI tools are used, by who, and for what purpose.

As Emma reminded us, synthetic data and privacy-preserving tools are becoming mainstream. But governance still needs to be built in, not bolted on.

We help recruitment clients write AI usage policies and train teams on responsible AI adoption. It’s about confidence, not just compliance.

6. The future belongs to the AI-enabled workforce

Whether you're a recruitment firm, consultancy or tech business, the message is clear: your people need to be empowered, not replaced.

• Use AI to supercharge research, reporting and outreach.

• Create space for humans to be more human — creative, empathetic, strategic.

• Upskill teams so they understand how to use the tools (and spot when something’s off).

Your culture needs to support experimentation, and make data everyone’s business.

Ready to keep learning?

We've pulled together a bank of AI content for businesses who want to do more with their data, tools and talent - minus the fluff! Explore our AI Insights and Resources Hub, where you can find everything AI-related in one place.

Want help with your AI approach and strategy? Perhaps our AI Diagnostic service could provide some clarity. Find out more here.