MarTech Podcast ™ // Marketing + Technology = Business Growth Why Marketers Should Treat AI Like a Frenemy
Nov 10, 2025
Charlie Grinnell, Co-CEO of RightMetric and expert in external data intelligence, discusses why marketers should view AI as a 'frenemy.' He emphasizes the necessity of human oversight and the importance of combining internal analytics with external market signals. Grinnell explores AI maturity, advocating for iterative prompt refinement and micro-task automation. He also highlights the limitations of first-party data and encourages trust in external insights while warning against the false confidence of dashboards. Practical tools and strategies for leveraging AI effectively are also shared.
AI Snips
Chapters
Books
Transcript
Episode notes
AI Demands Unsexy Foundations
- AI creates short-term extra work to enable long-term automation gains.
- Organizations must build infrastructure and processes before expecting easy AI wins.
Write SOPs Before You Build Agents
- Write clear SOPs and explain tasks as you would to a human before automating them.
- Use those SOPs to speed agent creation and reduce errors when you scale automation.
Microtask Your Prompts And Iterate
- Break complex automations into small, testable micro-tasks instead of one giant prompt.
- Iterate on each micro-task to squash bugs and improve reliability over time.
