#809: Jacquard Chief Product & Growth Officer Toby Coulthard on sounding verifiably human in an AI world

About this episode

As every brand rushes to adopt generative AI, what if the greatest competitive advantage is no longer about speed and scale, but about sounding uniquely, verifiably human?

Agility requires moving beyond the hype of new technology to strategically apply it for true differentiation. It’s about being smart and selective, not just fast.

Today, we're going to talk about a paradox at the heart of modern marketing. Generative AI has promised unprecedented scale and personalization, but for many, it's delivering a sea of sameness where brand voice gets lost. We’ll explore how to break free from this generic output, moving from a reactive "test and learn" model to a predictive one, and discuss the critical balance of combining AI's power with essential human expertise to maintain brand soul, safety, and performance across countless channels.

To help me discuss this topic, I'd like to welcome, Toby Coulthard, Chief Product & Growth Officer at Jacquard.
About Toby Coulthard

Toby Coulthard is Chief Product & Growth Officer @ Jacquard

Toby Coulthard on LinkedIn: https://www.linkedin.com/in/toocou/

Resources

Jacquard: https://www.jacquard.com/

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