Ecologi uses AI in marketing to augment its team rather than shrink it. Adam Boita, CMO of Ecologi, explained how in conversation with Luke Costley-White, Founding Growth Sensei at Dojo, at aiblLIVE London 2026.
The climate action platform keeps people in charge of judgement and taste. It hands AI the admin, and gives the whole business one shared AI workspace so everyone gets the same answer. Here is how it works.
All figures as stated on stage by Adam Boita.
Boita calls that the wrong argument. Ecologi’s team is leaner than a few years ago, but AI was not the reason. AI takes on the boring, administrative tasks, which frees marketers for strategic thinking. He wants human judgement and control over the work, and points to companies now rehiring copywriters.
It’s putting back the control into marketing teams rather than replacing marketing teams.
Adam Boita, CMO, Ecologi
It gives everyone one trusted answer. Ecologi’s Dojo workspace sits across the major LLMs and connects to HubSpot. When Boita and his head of performance settled a churn figure, they saved it to the shared library. Now anyone who asks gets the same answer, so nobody cross-checks one LLM against another.
The first contact in a long relationship. Ecologi tested cloned sales avatars for outbound and found them uncanny. Boita capped trials at under 50 messages. Enterprise relationships take about 18 months to build, he says, and an outreach that obviously comes from AI loses trust from the start.
By agreeing one headline metric with the CEO. For each business model, Boita compares lifetime value and gross profit against the marketing budget. The test is a two to three times return over 24 months. How marketing hits it, and which channels it uses, stays with marketing.
I think of Dojo now a lot like engineering teams and product teams use Cursor. It’s somewhere where you go to do work.
Luke Costley-White, Founding Growth Sensei, Dojo
Adam Boita is CMO of Ecologi, a UK climate action platform working with more than 16,000 businesses. Luke Costley-White is Founding Growth Sensei at Dojo, the AI workspace Ecologi uses. They spoke on the Growth track at aiblLIVE London on 20 October 2026.
If your board is asking what AI can cut from marketing, this is a better answer to borrow. The full PDF goes deeper than this page, in the speakers’ own words.
For CMOs, marketing leaders and growth teams deciding how far to take AI. Six pages, about a seven-minute read.
