AI tools are evolving fast. One of the biggest shifts is the move from one-off prompts to reusable AI skills. Instead of rewriting the same instructions every time you use ChatGPT, Claude or Copilot, you can package your best workflows into portable skills that deliver consistent, repeatable results.

In this special episode, recorded as the Digital Marketing Podcast celebrates its 16th anniversary, Daniel Rowles and Ciaran Rogers explore why AI skills could fundamentally change the way marketers work. They explain how skills fit alongside projects, agents and prompts, why they are becoming an emerging standard across the major AI platforms, and how to start building your own library of reusable expertise.

Along the way, they also reflect on sixteen years of podcasting, discuss the rapid pace of AI adoption within organisations, and share practical advice for creating skills that become more valuable every time you use them.

How AI skills differ from prompts, projects and agents.

Why reusable skills help create consistent marketing outputs across teams.

How to build a brand skill that captures tone of voice, design principles and coding standards.

Using skills to create websites, dashboards, articles and creative assets that stay on brand.

Why updating a skill after every use makes it progressively more accurate.

How skills can be shared between team members and even moved between AI platforms.

The relationship between ChatGPT Agents, Claude Projects, Gemini Gems and Microsoft Copilot.

How to turn your best prompts into reusable skills.

Why marketers should organise AI conversations more deliberately as AI memory improves.

Practical advice for creating libraries of reusable marketing workflows.

Develop your best prompts first, then convert them into reusable skills.

Treat skills as repeatable processes rather than one-off conversations.

Build separate skills for different purposes, such as branding, content creation, web development or analysis.

Use multiple skills together to combine different areas of expertise within a single task.

Continuously refine your skills by asking AI to update them after each iteration.

Think carefully about when to use a prompt, project, skill or agent depending on the task.

Organise your AI workspace to avoid confusion as conversations and memories accumulate.

Create shared skills that help maintain quality and consistency across your entire marketing team.

📥 Access the show notes, tools, and links at: https://targetinternet.com/resources/how-to-create-ai-skills

Why do so many beautifully designed websites, ads and digital experiences still fail to convert?

In this episode of The Digital Marketing Podcast, Daniel Rowles is joined by Kramer Reeves, CEO of EyeQuant, alongside neuroscientist Professor Peter König, one of the company's founders and a leading expert in visual attention and cognitive science. Together, they explore how neuroscience and AI are reshaping the way marketers, designers and brands understand attention.

The conversation dives into the hidden mechanics behind how people actually experience digital content. From subconscious processing and visual saliency through to cognitive overload and design clarity, this episode challenges many of the assumptions marketers make about what users notice, understand and act on.

The discussion also explores how AI-powered predictive attention modelling can help teams test creative assets before launch, reducing guesswork and improving performance across websites, ads, landing pages and social content.

If you work in UX, creative, digital marketing or conversion optimisation, this episode offers a fascinating blend of neuroscience theory and highly practical design advice.

Why the human brain is poorly adapted to navigating modern web experiences

What happens cognitively in the first few seconds after landing on a webpage

Why designers often view their own work very differently from first-time users

How "system one" thinking drives most user behaviour online

What visual saliency means, and why it matters for conversion

How cluttered creative and overloaded messaging dilute attention

Why visual hierarchy, contrast and scale shape user behaviour

The importance of creating a clear visual storyline through a page or ad

How AI models can predict where users are most likely to look

Why neuroscience is becoming increasingly important in modern marketing and UX

How EyeQuant uses predictive attention modelling to help brands optimise creative before launch

Why objective testing is becoming essential in an AI-generated content landscape

Attention is highly selective. You cannot make everything on a page the top priority simultaneously

The brain processes visual information subconsciously long before conscious reasoning begins

First impressions are heavily influenced by saliency and visual contrast

Designers are often too familiar with their own creative to judge it objectively

Reducing visual noise can significantly improve clarity and conversion potential

Motion, scale and contrast naturally attract human attention because of evolutionary wiring

Effective design is not just about aesthetics. It is about guiding behaviour

AI-driven predictive testing can dramatically speed up optimisation workflows

Clear intent and defined outcomes are becoming increasingly important inputs for creative analysis

Objective attention data helps teams move beyond subjective design debates

📥 Access the show notes, tools, and links at: https://targetinternet.com/resources/design-that-sticks-applying-neuroscience-to-predict-attention

What happens when a global brand hands over its creative control to unfiltered customer feedback? In this episode of The Digital Marketing Podcast, Daniel Rowles speaks with Emily Barfoot, Head of Dove Beauty at Unilever, about a bold and unconventional campaign built on Reddit conversations.

At a time when trust in polished marketing is eroding and AI is reshaping how content is discovered, Dove leaned into one of the internet's most unpredictable platforms. By amplifying genuine, unedited user reviews, both positive and negative, the brand not only drove awareness but also delivered measurable commercial impact. This episode explores how marketers can rethink control, embrace transparency, and tap into community-driven credibility.

How Dove identified an organic Reddit conversation and turned it into a multi-channel campaign
Why Reddit's "unpolished" nature makes it a powerful platform for trust and insight
The strategy behind publishing the first 50 real user reviews without editing or filtering
How Dove balanced positive and negative sentiment to build credibility
The role of social listening in shaping campaign direction and optimisation
How Reddit content was extended into out-of-home, influencer, and experiential marketing
Why transparency and respecting platform culture were critical to success
How the campaign delivered over 260 million impressions and triple-digit growth in the product category
The importance of many-to-many marketing in modern brand building
How Reddit insights fed directly into product innovation and development

Authenticity is not a tactic. It is a strategic commitment that requires letting go of control
User-generated content can outperform traditional creative when it reflects real experiences
Reddit is not just a media channel. It is a rich source of customer insight and product feedback
Brands must respect platform norms and community expectations to earn participation
Balanced sentiment, including negative feedback, increases trust and credibility
Social listening should be continuous and actionable, not just observational
Experiential marketing can amplify digital engagement when it creates shareable moments
AI-driven discovery makes community-led content more valuable than ever
Strong products and existing brand trust are essential before taking transparency risks
Marketing success increasingly depends on enabling conversations, not controlling them

📥 Access the show notes, tools, and links at: https://targetinternet.com/resources/reddit-marketing-case-study-with-dove-turning-real-reviews-into-real-growth