§ Free Guides

Practical guides for AI in marketing.

Most AI content is written for people who sell AI. These guides are written for the people who have to use it: marketing and business teams trying to figure out what actually works.

I've spent years at the intersection of AI, media, and marketing at NP Digital with large clients, and building tools like MediaPlan.ca and the AI Enablement Toolkit for teams who need practical starting points.

These guides are the things I keep explaining in conversations. Structured, updated regularly, and built to be actually useful rather than just found.

Claude Code

Just published

The Marketer’s Guide to Building with Claude Code

The exact process a non-developer marketer uses to build real tools with Claude Code. Setup, mental model, real cost numbers, and case studies from MediaPlan.ca, the AI Enablement Toolkit, and davidzagury.ca itself.

Jul 2026 · 18 min readRead guide →

§ Diagnose

Where you are now

Maturity Model

Frameworks14 min read

The AI Marketing Maturity Model: 4 Stages from Aware to Compounding

A four-stage diagnostic for marketing teams adopting AI. What each stage looks like, why most teams stall, and the single move that gets you to the next one.

May 2026Read →

Readiness Audit

Strategy12 min read

How to Audit Your Marketing Stack for AI Readiness

A five-area framework to assess your data, tools, workflows, team, and reporting. Figure out where AI can actually move the needle.

Apr 2026Read →

§ Build

Workflows, tools, operating cycles

Reporting Cycle

Workflow16 min read

How to Build an AI Reporting Workflow for Modern Marketing Teams

A four-stage operating cycle (Connecting, Analyzing, Narrating, Deciding) for reporting teams running with AI. Static reports plus conversational analytics.

Jun 2026Read →

Workflow Cycle

Workflow15 min read

How to Build an AI Content Workflow for Modern Marketing Teams

A four-stage operating cycle for content teams running with AI. Voice survival, sourcing protocol, and the failure modes that destroy trust over time.

Jun 2026Read →

Paid Media Cycle

Workflow16 min read

How to Build an AI Paid Media Workflow for Modern Marketing Teams

A four-stage operating cycle (Briefing, Planning, Operating, Reviewing) for paid media teams running with AI. What AI does well, what it fails at.

Jun 2026Read →

Workflow Domains

Workflow13 min read

How to Build an AI Workflow for Your Marketing Team

How to turn AI experiments into infrastructure that actually runs. Real workflows for content, paid media, reporting, and research.

Apr 2026Read →

Tool Categories

Tools14 min read

The AI Tools I Actually Use for Marketing

A curated shortlist of what's in my stack, organized by function, with honest takes on what each tool does well and who it's for. No sponsored picks.

Apr 2026Read →

§ Measure & lead

Defend the budget, structure the team

Structural Shifts

Strategy14 min read

What an AI-First Organization Actually Looks Like

The five structural shifts that distinguish an AI-first organization from an AI-aware one. What it is, what it isn't, and the phased path to get there.

May 2026Read →

ROI Framework

ROI12 min read

The Honest AI Marketing ROI Playbook

A three-layer framework (Reclaim, Multiply, Compound) for measuring and defending AI marketing ROI. The one-page report your CFO will accept.

May 2026Read →

§ Fund

Canadian programs and credits

Canadian Programs

Funding15 min read

The Canadian AI Funding Guide

SR&ED, IRAP, ESSOR, Scale AI, Mitacs. Everything Canadian businesses need to know about funding AI projects. Includes an interactive eligibility quiz.

Apr 2026Read →

More coming

New guides publish regularly. AI tools for small business marketing, building AI workflows for your team, and more. Follow along in the newsletter.

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