AI as a growth engine in marketing
Not how you do it faster. But which markets open up, with no one else in them yet.
For a long time, AI in marketing was about speed. The same work, just finished faster. That is no longer the interesting conversation. The real one is this: AI pushes costs down where they were always too high. Parts of your market that were never worth serving suddenly are. Not a crowded fight over the same customer, but new ground you reach first. That is what this keynote is about.
The idea
Most companies fight in the same spot, over the same customer, with the same playbook. Everyone chasing the same ball. AI redraws the edges of the field. Space opens up that was not there before: markets no one served, customers who fell outside the system, a kind of offer that did not exist yet. This keynote is not about which AI tool to buy. It is about the question above that: where is that new ground in your market, and how do you reach it first, before the rest catch on.
Three patterns
On stage, Patrick shows three patterns. Marketing finds the place, AI makes it possible. Then you apply them to your own business.
- 01
Markets no one served.
Not because there was no demand, but because it did not add up. Those markets are opening now, and whoever gets there first has them to themselves.
- 02
Customers who fell outside the system.
People who buy nothing today, from you or anyone else, because no offer ever fit them. That is not a fight. That is empty space.
- 03
Offers that did not exist last year.
Something personal, at scale, and fast, all at once. That was not possible before, so the category did not exist. Whoever builds it now decides what it looks like.
What you take away
- One question to take to your own market: where did a cost floor just drop, and what does that suddenly make possible.
- Three patterns you can apply to your own situation right away.
- A conversation for Monday morning that is not about working faster, but about where you win, and what you walk away from.
Who it is for
For boards and management teams, for entrepreneurs, and for trade and industry associations. For people who are done hearing which AI tool they should use, and who want the real conversation: what new ground you can take now.
About Patrick J.H. Giese
Patrick J.H. Giese is a marketing strategist and co-owner of Dogfight. Over twenty-five years of experience, and someone who does not just talk, but builds. No jargon. Clear choices. He brings the strategic story into the boardroom, and makes it concrete enough that you can get to work on Monday.
Format and tailoring
One hour, in Dutch or English. The story is set, but Patrick shapes it to your sector, your audience and your question. Custom work on request.