Audit asset
AI Marketing Audit Checklist for retail and e-commerce teams.
Use this checklist to pressure-test how AI is affecting planning, channel execution, customer experience and reporting before committing more budget or tooling.
Need a scored recommendation rather than a manual review? Take the 3Cs Growth Diagnostic.
1. Strategy and governance
- We know which commercial goals AI should support this quarter.
- We have agreed where AI speeds execution and where human review is mandatory.
- We have one owner for AI-related marketing decisions and prioritisation.
- We can explain how AI activity will improve revenue, margin, conversion or retention.
2. SEO and content
- Content topics are driven by search demand or customer need, not tool novelty.
- The team has a clear process for briefing, drafting, editing and approving AI-assisted content.
- We can measure whether AI-assisted content is improving rankings, traffic and qualified enquiries.
- Brand tone and factual accuracy are reviewed before publication.
3. CRM and lifecycle marketing
- Customer segments are defined by behaviour or value, not broad assumptions.
- Email and retention journeys match where the customer is in the buying cycle.
- AI is helping with message development, testing or analysis rather than creating generic volume.
- We can see which lifecycle campaigns are influencing repeat purchase.
4. CRO and onsite experience
- The team knows the biggest drop-off points in the funnel.
- We have a shortlist of conversion hypotheses already ranked by likely impact.
- AI usage is improving speed of analysis or experimentation rather than adding more noise.
- There is a clear link between onsite changes and revenue outcomes.
5. Measurement and reporting
- We trust the numbers in GA4, CRM reporting and channel dashboards.
- Weekly reporting leads to actions, not just commentary.
- We can separate AI activity from baseline channel performance when evaluating results.
- Leadership can see what should happen next without asking for more analysis first.
Interpret the result
If most boxes remain unchecked, the next step is not more tooling. It is a sharper operating plan.
If the boxes are mostly checked but performance is still flat, the issue is likely prioritisation, execution quality or channel alignment.