AI Ethics · Marketing Advisory · Enterprise Training
After 30 years running marketing at companies like ServiceNow and BMC, I help enterprise go-to-market teams deploy AI responsibly... before it becomes a headline.
What keeps CMOs up at night
AI targeting that excludes protected demographics - unknowingly
Automated decisions no one on the team can explain to a regulator
Third-party AI vendors with opaque data practices
A campaign that goes viral for the wrong reasons
The Reality
Marketing teams at large enterprises are adopting AI tools faster than legal, compliance, or IT can keep up. That's not reckless - it's the reality of staying competitive.
But there's a growing gap between what these tools can do and what your organization has thought through: how decisions get made, who's accountable, what happens when something goes wrong.
One bad deployment - biased targeting, a privacy misstep, an unexplainable model - can undo years of brand equity. And the regulators are paying attention.
"Our AI targeting model is excluding certain zip codes. Legal wants to know if that correlates with protected demographics. Does anyone know how this model works?"
"We're using three AI personalization vendors. None of our contracts specify what they can do with customer data after the campaign ends."
"The FTC just opened an investigation into a competitor's AI-powered ad platform. We use the same platform."
What I Do
Every engagement is built around the specific way your team works - not a generic framework copied from an academic paper.
Ongoing access to a trusted advisor who speaks both marketing and ethics. I help you pressure-test decisions, review campaigns before they launch, and navigate the regulations that are actually affecting your industry.
Learn more →A structured project to build the policies, processes, and guardrails your marketing team needs. Practical and actionable - not a 200-page policy document that lives in a shared folder no one opens.
Learn more →Half-day or full-day sessions for marketing leadership, go-to-market teams, or cross-functional groups. Real scenarios, real risks, and real conversation.
Learn more →Built for marketing conferences, industry events, and internal company summits. The goal is always the same: leave the audience with something they'll actually use when they get back to the office on Monday.
Learn more →Why It Matters Who You Hire
I spent three decades in B2B marketing - building campaigns, selecting vendors, launching products, and making the kind of fast decisions that enterprise marketing teams make every day.
I know what you're under pressure to deliver. I know what your CFO wants to hear and what your legal team is worried about. And I know what "responsible AI" actually looks like when it has to fit inside a quarterly plan.
That's different from what you get from someone whose entire career has been in academia or policy, and it's the reason clients keep working with me.
Start a Conversation"Most AI ethics consultants tell you what's wrong. Craig tells you what to do about it on Monday morning."
— How clients describe the differenceWho I Work With
Typically I work with companies with 2,000+ employees where marketing teams are early AI adopters, and compliance teams are still catching up.
Common Questions
Straightforward answers to the questions marketing leaders ask most often about AI ethics, governance, and what working with Ethicore actually involves.
What does an AI ethics advisor actually do for a marketing team?
An AI ethics advisor helps marketing teams identify and manage the risks that come with using AI in campaigns, targeting, creative, and measurement. In practice, that means evaluating AI vendors before you sign, building governance frameworks your team will actually use, mapping your exposure against current regulations (FTC, EU AI Act, state laws), and training marketers to make better decisions around AI. The goal is to make this practical - not a theoretical exercise that only your legal team reads.
Is AI in marketing actually regulated?
Yes, and the pace is accelerating. In the US, the FTC's Section 5 authority now explicitly covers AI-generated deceptive advertising and fake reviews. The EU AI Act bans certain AI practices in advertising outright and requires transparency disclosures from August 2026. New York's Synthetic Performers Disclosure Act takes effect June 2026. Colorado's AI Act, requiring bias impact assessments for AI-driven decisions, takes effect the same month. See the full picture in the Regulatory Tracker →
How do I know if my marketing team needs this?
If your team uses AI for audience targeting, ad creative generation, personalization, chatbots, or campaign optimisation and you can't clearly explain how those systems make decisions, what data they use, or how they're audited for bias, there's almost certainly a conversation worth having. The 30-minute call exists exactly for this situation.
We already have a legal team and a compliance function. Why do we need this?
Legal and compliance are great at telling you what's not allowed. They're usually not in the room when marketing is deciding which AI tools to buy or how to configure them. Ethicore fills the gap between "this is technically legal" and "this is the right call for your brand, your customers, and your team's ability to explain the decision later." See the full list of advisory services →