What practice is most important for marketers with generative AI?

Rick Koleta

Founder & Creator · GTM Vault

Gate before creative

Rick Koleta says the gate belongs in front of the creative, not after it, because it is the cheapest step in the system and the only one that can stop the spend.

Neil Patel

Co-Founder · Np Digital

Double‑down on winners

Neil Patel says to double down on the ideas that gain traction and ignore the rest, because AI makes it cheaper to test what actually gets traction.

Duarte Garrido

Co-Founder & Co-CEO · DOJO AI

Creative thinking

Duarte Garrido says the differentiator is creative thinking, arguing creativity comes from human experience rather than data and AI is built on logic, not creative ideation.

The answer starts at 29:12.

Gary Lombardo

Adjunct Professor

Small experiments

Gary Lombardo says his team builds a standing rhythm of small experiments rather than waiting for a big annual plan to be right, testing a channel, checking results and adjusting.

Katie Miserany

CCO & Global Head of Marketing · SurveyMonkey

Authentic storytelling

Katie Miserany says brand and storytelling matter more than ever, arguing that people now ask ChatGPT and Claude about a brand before searching, so marketers should tell stories they can authentically champion.

The answer starts at 37:38.

Paul Caruso M. ED.

Vice President, Head of Digital Marketing · U.S. Bank

Clear KPIs

Paul Caruso M. ED. says clear KPIs are needed, because if you don't give something a clear KPI, whether AI or platform optimization, you won't get value from it.

Ryan Gavin

Chief Marketing Officer · Slack

AI grading of content

Ryan Gavin says he expects his team to have Gemini or ChatGPT grade their content before it comes to him for review, using it to judge quality and uncover places to improve.

Marvin Chow

VP of Consumer and AI Marketing · Google

Taste

Marvin Chow says taste—judgment and conviction—is what becomes more valuable as execution gets easier; when anyone can publish anything, knowing what matters to an audience remains a high bar.

Amanda Cole

Chief Marketing Officer · Bloomreach

Skipping briefs

Amanda Cole says briefs don't matter anymore and don't need to exist, because AI has truncated execution, so an idea can now be produced as an artifact.

Dawn Dawson

Chief Marketing Officer · Mortgage Solutions Financial

One‑to‑one experiences

Dawn Dawson says marketers should create experiences that are one-to-one as much as possible, because as AI increases efficiency it isolates people and they need human connection.

Gilad Bechar

Founder & CEO · Moburst

Testing new tools

Gilad Bechar says he tests every single new tool that comes to market, because he believes that if he didn't go into those newer tools he would fall behind.

Jonathan Kerr (JK)

Chief Growth Officer · Auto & General Australia

Ideation

Jonathan Kerr says the opportunity is in ideation and democratizing the idea factory, working to get all 140 people contributing ideas because a good idea can come from anywhere.