Week Fourteen: Marketing Minds Meet Machine Learning

After a bit of a reset and recharge in the U.S., I’m slowly getting back into the swing of things. The trip was filled with great moments, family time, and—perhaps most importantly—a suitcase full of snacks and instant noodles. (Yes, I’ve already started digging in!) Little things like that make settling back into routine just a bit sweeter.

Returning to Georgetown this time felt easier and harder in some ways. On one hand, this place has become familiar and comfortable—there’s a real sense of routine and community here now. But on the other hand, it wasn’t quite the same kind of “coming home” feeling I get when I return to Toronto. That little emotional tension hit harder this time. Still, I know the rhythm now: reconnect, reset, and keep things moving. The time with family and my partner was amazing, and while it’s always tough to part ways, we’re on the path we planned, and there’s lots of work to dive into here.

The AI Challenge That’s Got Me Thinking

You’ve probably seen me mention it before, but I’ve been doing a two-month AI training program through Microsft Power Platform. We’re about six weeks in, and it’s been an exciting challenge. What’s most fascinating is how deeply integrated AI can be with tools many organizations already use, especially within the Microsoft ecosystem. Outlook, SharePoint, Teams—it’s all there. The trick now is making it work together, and that’s where things get fun.

Lately, I’ve been applying what I’m learning to real problems for both our team and broader groups like the National Conservation Trust Fund across the Caribbean. AI has real potential here, especially for simplifying operations, boosting productivity, and helping non-marketing professionals start to think more strategically about communications. One of the tools we’re exploring is using personas in prompt engineering. It’s an approach that can make AI results far more customized and aligned with how real experts might respond.

For example, if you want your AI to sound like a senior marketer or even a filmmaker like Spike Lee, that persona framing helps the system generate more meaningful and authentic outputs. (And yes, Spike Lee’s social media tone is a whole vibe—something even AI can learn from.)

The more I work with this technology, the more I believe in its power to enable people, not replace them. In our context, AI shouldn’t be about automating creativity away, but rather giving talented professionals the tools and time to focus on higher-level strategy. It’s about doing better work, not just more of it.

The Good, The Challenge, and What’s Next

🤠 The Good:
I’ve finally caught up on some shows and movies that I missed while travelling—small joys, but needed ones. Resting and recharging from all the movement has been a gift.

😱 The Challenge:
The rainy season has officially arrived. That means packing an umbrella, sometimes a backup pair of shoes, and just navigating the extra water on the roads. It’s a new kind of daily planning.

😎 What’s Next:
We’ve got a few conferences and national events coming up, including Independence Day next weekend. It’ll be a great time to take in more of the local culture and (hopefully) see some interesting stories unfold around the country. As always, I’ll be keeping an eye out for inspiration—and snacks.