Hilary Smith — Chief Marketing Officer, Linnworks
Published:
We have a tool that launched earlier this year called Spotlight AI that actually highlights the things that you haven’t automated yet. So it will… scan for those all of the time and then say, 'Hey… you keep doing the same thing manually over and over again. How about you stop doing that?' And then give you the rule that you can build and implement yourself. So that it’s doing the work for you… It’s flagging where you’re not being productive, but it’s not taking the control away from you.
What does Hilary Smith say on The Agile Brand with Greg Kihlström?
Hilary Smith, Chief Marketing Officer, Linnworks, says: CMO Hilary Smith discusses how visible marketing automation often masks substantial manual labor in inventory, order management, and fulfillment, which can undermine brand promises and profitability. She contrasts brittle, rules-based automation with AI-driven diagnostic tools that surface repetitive manual work, argues for unified operational back-ends to preserve omnichannel consistency and trust, and emphasizes keeping humans in the loop to capture lived customer experience and strategic judgment.
From: The Agile Brand with Greg Kihlström
Cite as: Hilary Smith. (2026). On The Agile Brand with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/hilary-smith-we-have-a-tool-that-launched-earlier-this-year-called-spotli