Too theoretical or general: Many of the insights are very general and not specific to the certain situation, robotic in tone (common when using an Al tool)

• Does not connect to the plan: Many of the insights do not connect well with the plan. For example, adding procurement information into your marketing activities is not a marketing activity (common issues when using an Al tool)

• Executive summary should also be written in your own words and highlight the key findings and activities of your plan. It should tell the story for someone just reading the executive summary including what is the current market situation, what is your strategic change, what are your objectives, what activities will you do, what results do you expect and how will you measure.

• Marketing objectives should be SMART objectives and connect with the activities you are doing (and show in your campaign overview slide).

• Marketing activities: The marketing activities should make sense for your plan and objectives. General activities or unrelated activities (procurement, CSR efforts, etc.) should not be included.

• KPIs: KPIs should not be random KPIs (Al uses many common KPIs). These KPIs should align with your marketing objectives. Everything should align and connect: Ensure that your objectives and activities and its impact on budget are consistent throughout and do not change.