Thinking, with AI podcast
AI can do the work. So, what actually matters now? We start with creativity, brand, and why taste still sets great work apart. Then we zoom out to B2B marketing—how teams are rethinking go-to-market, where they’re getting it wrong, and what to stop doing if you feel behind. Real talk on what’s changing and what still wins.
Episode 1: When everyone can create, what becomes rare?
If AI can create anything in seconds, what actually feels rare?<br> Emma Gustafson explores what AI can’t replace: taste, judgment, and brand integrity. From rethinking prompting as art direction to navigating the tension between performance and brand, this episode breaks down what actually matters and what’s just noise.<br><br> Featuring community questions from Raf Winterpacht at Perficient and Kaylee Richard at Toll Brothers:<br><br> • “How do we protect human-created art as ‘precious artifacts’ in an AI-first world?”<br> • “How do we avoid a future where everything is optimized, but nothing feels original?”<br><br> Join the conversation on the <a href="https://experienceleaguecommunities.adobe.com/let-s-talk-ai-188/thinking-with-ai-ep-1-when-everyone-can-create-what-becomes-rare-250588?fid=188&tid=250588">Experience League Community</a> and share what you think becomes rare when creation becomes easy.
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Episode 2: Rethinking B2B GTM in the age of AI
AI isn’t just changing how B2B marketing gets done, it’s changing how go-to-market works.<br><br> We break down how teams are rethinking go-to-market, where they’re getting it wrong, and what to stop doing if you feel behind. Real talk on what’s changing, what still wins, and why getting better with AI requires something most teams avoid: permission to fail.<br><br> Featuring Jessica Kao, sharing why experimentation, iteration, and learning in the open are what actually move teams forward.<br><br> Featuring community questions from Kasper Andersen at Accrease and Katja Keesom at JTF:<br><br> • “Has AI changed what ‘good’ looks like in B2B marketing, or are we just doing the same things faster?”<br> • “How do companies get their stack ready for AI and avoid powerful tools becoming shelfware?”<br><br> Tell us what you're rethinking in your own go-to-market on the <a href="https://experienceleaguecommunities.adobe.com/let-s-talk-ai-188/thinking-with-ai-ep-2-rethinking-b2b-gtm-in-the-age-of-ai-250590">Experience League Community</a>.
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Episode 3: AI Isn’t the Hard Part. Your Org Structure Is.
AI moves fast. Organizational change doesn’t.<br><br> We explore what actually happens inside organizations when AI enters the workplace. Some teams freeze. Others experiment. And a few manage to fully embed AI into how work gets done. We unpack why some organizations become paralyzed by AI, why teams can be hestitant to even say the word, and how small practical use cases can shift the conversation from fear to curiosity.<br><br> Featuring Melissa Brancato, Platform Architect at Merkle.<br><br> Is your org designed to use AI? Share your take on the <a href="https://experienceleaguecommunities.adobe.com/let-s-talk-ai-188/thinking-with-ai-ep-3-ai-isn-t-the-hard-part-your-org-structure-is-250594?fid=188&tid=250594">Experience League Community</a>.
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Episode 4: AI Literacy Is More Than Training
One of the most underestimated challenges in AI adoption? Literacy.<br><br> We explore what it actually takes to build AI literacy at scale, why culture matters more than training decks, and how accountability, organizational design, and leadership shape adoption across teams. We also unpack the role of AI councils, what they look like in practice, and why having leadership at the table changes the conversation entirely.<br><br> Featuring community questions from Narendra Gandhi at Publicis Sapient and AJ Navarro at Sprout Social:<br><br> • "Should organizations treat AI enablement like a platform with onboarding, defaults, and best practices — or should AI adoption remain experimental and bottoms-up?"<br> • "How can connective-tissue roles like Marketing Ops and RevOps become AI literacy multipliers across organizations?"<br><br> Want to be part of future episodes? Check out the thread and join the <a href="https://experienceleaguecommunities.adobe.com/groups/let-s-talk-ai-188">Let's Talk AI Community</a>.
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Episode 5: From Idea to Adoption: Where AI Gets Real
Most organizations don’t struggle with AI ideas. They struggle with operationalizing them.<br><br> In this episode, we explore how enterprise teams are moving beyond experimentation and embedding AI directly into marketing workflows. From audiences and segmentation to content and conversion, we discuss what it actually takes to make AI useful across complex organizations.<br><br> We also unpack the difference between vague AI ambitions and real use cases, how leading teams structure experimentation, and why operational clarity matters more than chasing trends.<br><br> Want to be part of future episodes? Check out the thread and join the <a href="https://experienceleaguecommunities.adobe.com/groups/let-s-talk-ai-188">Let's Talk AI Community</a>.
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Episode 6: Can an AI Assistant Upskill an Entire Marketing Team
What if AI isn’t just helping marketers move faster... but changing how expertise is built altogether?<br><br> In this episode, we explore whether AI Assistants can truly upskill a marketing team, not just improve productivity, but help marketers think better. From experimenting inside AEP, AJO, and CJA to drafting campaign briefs, validating journeys, and pressure-testing datasets, we unpack how AI is changing the path to mastery.<br><br> We also discuss what happens when lean teams don’t have QA engineers or solution architects, and whether AI is quietly becoming the first reviewer, validator, and safety net inside modern marketing organizations.<br><br> Want to be part of future episodes? Check out the thread and join the <a href="https://experienceleaguecommunities.adobe.com/groups/let-s-talk-ai-188">Let's Talk AI Community</a>.
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