How can marketers use AI in content without losing authenticity?

Kieran Flanagan

SVP, Agentic GTM & Systems · Hubspot

Use AI for ideation only

Kieran Flanagan says AI's best use is as a quick ideation machine and sparring partner, never to create content, because he won't outsource his taste or thinking to AI.

Daniel Murray

Founder and Creator · The Marketing Millennials

Offload tedious tasks

Daniel Murray says marketers can offload tedious, repetitive tasks to agents so they can focus on work they want to do, such as creativity or analyzing numbers, and be more strategic.

The answer starts at 31:17.

Paul Roehrig

Chief Strategy and Marketing Officer · Ascendion

Keep story human‑led

Paul Roehrig says the essential story has to be human-led, while AI can enable "enhanced" marketers and help teams iterate faster.

Ryan Gavin

Chief Marketing Officer · Slack

Audit with AI grading

Ryan Gavin says his team must use AI tools like Gemini or ChatGPT to grade content before sending it to him, since they can help judge quality and uncover places to refine.

Dawn Dawson

Chief Marketing Officer · Mortgage Solutions Financial

Create one‑to‑one experiences

Dawn Dawson says to create experiences, letting AI and technology help create true experiences but keeping them one-to-one as much as possible, because as AI increases efficiency it isolates people more and they need human connection.

Rachel Thornton

CMO, Enterprise · Adobe

Align with brand promise

Rachel Thornton argues marketers must first define their brand promise and identity, then use AI to scale it, so the brand doesn't show up by chance.