Growth is outrunning its controls.
Grow faster with AI, and keep the brand, the claims and the consent in your hands.
Your teams already use AI to research, write, prospect and report. Output is no longer the constraint. Approval is. More content with no check on each piece means more risk per piece, and no clear view of which spend earns its place.
of chief marketing officers say they are ready to scale their AI capabilities, while they put an average 15.3% of marketing budgets into AI (survey of 401 marketing leaders).
Gartner CMO Spend Survey, May 2026of AI-adopting UK firms use AI in marketing, the most common use.
DSIT AI adoption research, 2026of advertising executives think younger consumers feel positively about AI ads; 45% of those consumers do (industry body survey).
IAB and Sonata Insights, January 2026Six problems a chief growth officer is dealing with now, and what each one costs.
of chief marketing officers say they are ready to scale AI capabilities, though they are putting an average 15.3% of marketing budgets into AI.
Gartner CMO Spend Survey, May 2026AI makes creation cheap, so review becomes the bottleneck. Agents can produce content in volumes no editor can read. What it costs you: unchecked pieces go out, or the check slows everything to a crawl.
The advertising regulator applies the same rules to AI-made ads as to any other, and the advertiser is responsible for what is published. In 2026 it ruled against a betting ad whose AI-generated character appeared under 25, an ad flagged by its own monitoring, not a complaint. What it costs you: rulings, withdrawn campaigns and reputational damage.
The ICO fined one company £300,000 in June 2026 for about 5.6 million unsolicited texts. Another was fined over a partner list that gave people no real choice. What it costs you: fines, enforcement notices and a damaged sender reputation.
Gartner reports marketing budgets flat at 7.8% of revenue in 2026 and 56% of marketing leaders saying they lack the budget for their strategy. What it costs you: every pound is challenged, and you cannot always say which pounds worked.
AI spend sits on cards, agency invoices and tool subscriptions. Agent workloads use many times the tokens of a chatbot: Gartner put it at 5 to 30 times per task in March 2026. What it costs you: a campaign that looks cheap and is not.
A 2026 industry survey found a 37-point gap between how advertising executives think young consumers feel about AI ads and how they do. A separate vendor survey found 53% of consumers less likely to buy from brands known to use AI in social content. What it costs you: trust, which is slow to rebuild.
Six sets of rules apply to AI-made marketing in the same way as to anything else.
This is a summary of the main rules, drawn from regulator and law-firm sources in 2026. It is not legal advice, so check dates and detail with your adviser.
The CAP Code applies to AI-made ads in the same way as to others: no misleading claims, no offence, social responsibility. Advertisers keep ultimate responsibility, so keep a record of how content was made.
Electronic marketing needs prior consent unless a narrow soft opt-in applies, and every message needs an opt-out. The Data (Use and Access) Act 2025 raised the maximum penalty to £17.5 million or 4% of worldwide turnover. Sources differ on when this took effect, so confirm with your adviser.
Since 6 April 2025 the Competition and Markets Authority can fine up to 10% of global turnover for breaches such as fake reviews and hidden fees. Its March 2026 statement is that consumer law applies whether the work is done by people or AI systems.
UK GDPR applies to the data behind targeting and personalisation. The ICO has a duty, in force from 12 May 2026, to produce a code on AI and automated decisions.
A realistic AI-made celebrity endorsement can breach the advertising code and personality and intellectual property rights.
Consumers say they want to know. Research is mixed on how disclosure affects trust, and wording that shows human oversight performs better. If you sell into the EU, check the AI Act's transparency rules for AI-made content.
When making content costs almost nothing, the scarce thing is approval.
Most of the conversation about AI in marketing is about producing more. That is no longer the hard part. The hard part is that every piece is a claim made in your name, to a person who may or may not have agreed to hear from you, at a cost that nobody has added up. The useful question is not how much more can we make. It is how many pieces can we stand behind, with a record of why. A check that runs on every piece, holds only what breaks a rule and keeps the decision is how a growth team scales output without scaling the risk.
GenWA view, drawing on Gartner (2026), DSIT (2026) and regulator statements.
GenWA Grow runs sales and marketing as one connected system, with a check on every piece.
Strategy, Content, Outbound, Brand and Compliance Veto and ROI Reporting are in early access, so we confirm in writing what is live for you.
Sets out who you sell to, why they buy and how you reach them, with brand and compliance rules built in from the start. It is the plan content and outbound act on.
About StrategyContentProduces articles, posts, emails and sales material in your voice. Every piece passes the Brand and Compliance Veto and the decision is recorded.
About ContentOutboundPrepares outreach to a defined audience in your voice. Every message passes the veto before it is sent, and results flow into reporting. People approve consequential sends.
About OutboundBrand and Compliance VetoTests each piece against the brand and claims rules you set and records who approved what. Which consent and opt-out rules it checks is agreed with you in writing.
About the vetoROI ReportingTies sales and marketing activity to the return it produces and shows what earns its place and what does not, for you and the finance lead.
About ROI ReportingA record of what went outLog keeps a tamper-evident record of what AI produced and who approved it, so the answer to a ruling or a complaint already exists.
About LogThree moves for a chief growth officer.
Three routes, matched to how growth teams change.
The health check, then an AI policy and controls review for marketing and sales use, plus training for the team on what AI-made content needs before it goes out.
See advisoryProductGrow, with the veto in front of what your agency and your tools produce. Hosted in your AWS or Azure account, or by GenWA on AWS as agreed.
See GrowIncubatorIf you want a growth function run for you, we define, build and run it with the veto, a named owner and the record. You own the rules, prompts and record.
See the IncubatorThe three colleagues a growth officer needs on side.
Agrees the claims, consent and opt-out rules the veto checks.
For Compliance and General CounselChief financial officerShares the return measure and the cost per campaign.
For the CFOOwns outbound targets and the people who approve consequential sends.
The advertising regulator found a betting ad's AI-generated character appeared to be under 25.
In 2026 the Advertising Standards Authority upheld a ruling against Midnite, a betting brand, because an AI-generated character in a World Cup ad appeared to be under 25. The regulator's own monitoring flagged the ad. The lesson is that AI-made creative is judged like any other, regulators can find breaches without a complaint, and an advertiser who can show a check was run, and by whom, is better placed than one who cannot.
ASA ruling, September 2026, as reported by CMS law. Public ruling. GenWA had no involvement.
Want to see the check on your own content?
Bring two or three real pieces. We will show how your rules apply to them.
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Straight answers.
How can marketing use AI at scale without brand or claims risk?
Run sales and marketing as one system: strategy, content, outbound and reporting, with a check on each piece before it goes out. Grow applies a Brand and Compliance Veto to what your teams, agency and tools produce, and records the decision and who approved it.
Our agency already produces content. Do we need Grow?
Keep your agency and your tools. Grow sits in front of the output and applies your brand and claims rules to it, so what anyone produces is checked in the same way. It adds a record of what was approved and by whom.
Will the check slow my team down?
It runs on every piece but holds only the ones that break a rule. The aim is faster approved output. The demo shows how it behaves on your own examples, and we do not quote a fixed time saving. You decide which pieces need a person to approve.
Does Grow handle consent and opt-out for outbound?
Consent and opt-out stay your responsibility. The veto checks output against the rules you set, and which consent and opt-out rules can be checked is agreed with you in writing before you rely on it. People approve consequential sends.
Which regulations apply to AI-made marketing?
The same ones as for other marketing: the CAP Code, UK GDPR and the electronic marketing rules, and consumer protection law enforced by the Competition and Markets Authority. This is a summary, not legal advice. Your adviser should confirm dates and detail.
What does AI cost per campaign, and can you show it?
AI cost sits across cards, agency invoices and subscriptions. The audit starts from usage and invoices, and shows spend by tool and team. ROI Reporting is built to tie activity to return in one system. We do not promise a fixed saving or return.
What is live today in Grow?
Strategy, Content, Outbound, the Brand and Compliance Veto and ROI Reporting are in early access. We confirm in writing what is live for you. If you are not yet sure what AI your teams use, start with the health check and add Grow when you are ready.
Scale what you can stand behind.
Grow is in early access, and we confirm in writing what is live for you before you commit.