Erik Sena, Copy Manager at Refine Labs, discusses his journey from creative inspiration to copywriting under the influence of AI. He shares how tools like ChatGPT can enhance brainstorming while maintaining brand voice. Erik delves into the pressures driving AI adoption in marketing and the balance between human creativity and technology. He emphasizes the importance of nurturing human artistry and predicts a future shift towards more culturally aware, human-centered work. Tune in for insights on thriving in a tech-heavy creative landscape!
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question_answer ANECDOTE
Mad Men Sparked A Copywriting Career
Erik Sena discovered copywriting after watching Mad Men and learning it meant getting paid to daydream.
He switched majors and pursued advertising, which launched his creative career.
question_answer ANECDOTE
Early AI Felt Janky Then Exploded
Erik's first real AI contact came from MidJourney and DALL·E during early COVID, which felt janky at first.
Over the next few years AI progressed rapidly and became an efficiency tool in his workflow.
volunteer_activism ADVICE
Use AI To Keep Up, Not Replace You
Use AI to avoid getting left behind and to handle internal workload pressure when juggling many accounts.
Treat AI as an efficiency tool to meet deadlines, not as a replacement for creative work.
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Erik Sena, Copy Manager at Refine Labs, shares his creative journey and how AI is reshaping the modern copywriter’s toolkit. This honest and insightful discussion explores the human side of marketing innovation and the future of creative work.Speakers and RolesErik Sena – Copy Manager at Refine Labs; leads brand voice efforts internally and across client accounts, overseeing multiple writers and creative outputSteph Crugnola– Host of Stacking Growth: Called to ActionEvan Hughes – Co-host; provides perspective on marketing leadership and AI pressuresTopics CoveredEric’s path into copywriting via creativity and pop culture inspirationEarly perceptions and hesitations around AI in creative rolesEvolving use of ChatGPT for creative brainstorming and brand alignmentInternal and external pressures driving AI adoption in marketingHuman vs AI: identifying what remains uniquely human in creative outputUsing tools like creative scorecards to evaluate tone and brand matchPredictions for a more human-centric creative futurePersonal growth and reflection in a rapidly changing industryQuestions This Video Helps AnswerHow can marketing creatives embrace AI without losing their voice?What are effective ways to use ChatGPT in a brand copywriting role?How do you balance human creativity with AI-enhanced workflows?What does it mean to stay human-first in a tech-heavy marketing world?What trends are shaping the future of creativity in marketing?Jobs, Roles, and Responsibilities MentionedCopywriter, Copy Manager, Creative Director, Designer, Art Director, Screenwriter, Marketing Leader, AI Prompt Engineer (implied use), Content Reviewer, Stakeholder (internal and client-side)Key TakeawaysAI is best used as a tool for efficiency and ideation, not replacementHuman creativity, emotion, and intuition remain irreplaceable in brand messagingPressure to adopt AI stems from both time constraints and industry evolutionCreative scorecards using AI can help align content with brand toneStaying proactive and adaptable is essential in modern marketing careersTimestamps[0:01:01] Eric shares his early love for storytelling and creativity[0:02:14] Inspiration from Mad Men leads to a career pivot into advertising[0:04:33] Eric’s first real encounter with AI during the MidJourney/DALL-E rise[0:06:25] Why pressure (internal and external) pushed him to embrace AI[0:07:29] Tools used: ChatGPT as a creative partner and editing assistant[0:11:30] Use case: Creative scorecard to measure brand tone alignment[0:14:28] Coping with imposter syndrome and AI fear as a creative[0:19:42] Reflections on being a “multi-hyphenate” creative[0:23:03] Prediction: A return to human-first creativity in the next era[0:25:17] Career advice for new marketers: be proactive, think 10 steps aheadFrameworks and Concepts MentionedCreative Scorecard (internal framework to assess brand tone fit)Human-first marketing (ethos vs automation-heavy workflows)Multi-hyphenate creatives (embracing multiple creative roles)"Iron sharpens iron" mindset in creative improvementAI as thought partner vs AI as creator
Stacking Growth | The B2B Marketing Podcast