X Feed
Thinking in Public
I use X as a place to test ideas, share observations from conversations across Europe, and reflect on the patterns I see in organisations.
Some thoughts later become essays. Others remain short notes. What you’ll find here is thinking in progress — not announcements, but reflections.
Short reflections on leadership, finance, behaviour and the realities of work — shared in real time.
AI spend isn’t the risk. Invisible AI spend is.
When adoption outpaces guidance, spend becomes hard to interpret, and governance can’t keep up.
The goal isn’t to slow teams down (that just drives usage underground).
It’s to make AI spend visible, understandable, and
Advertising at the Super Bowl used to be about brand scale.
This year, it signalled something bigger: a turning point for AI branding.
AI has moved from capability to cultural positioning — and that changes everything for marketers.
My latest in NODE:
Cost-cutting may have eased, but the real challenge for modern finance leadership is behavioural.
When spend becomes faster and more distributed, control can’t rely on hindsight.
It has to be designed into how decisions are made.
Full reflection here: https://isabelleduarte.com/modern-finance-leadership-behaviour-change/
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