B2B Marketing in the Age of AI with Kate Ross

Jul 8, 2024

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Kate Ross is the co-founder and MD of the social content agency eight&four Group. She started the business at the young age of 24 and has since developed a unique company culture that even embraces her love for wine. Kate's integration of personal passions with branding demonstrates her forward-thinking approach to marketing and agency leadership.

We’re diving into the ever-evolving world of marketing in the AI era with Kate in this episode. We're discussing exactly how marketing agencies can differentiate themselves amidst the rapid technological advancements. We explore the shift from creative to technical prowess in agency credentials, the role of consultancy in modern marketing, and the impact of advertising automation on the industry.

Topics covered during this episode include:

How marketing agencies must evolve with AI advancements to maintain a competitive edge.
Why agency differentiation means even more in a market where technical skills increasingly overshadow creativity.
How legal and practical challenges within client organizations affect the adoption of new technologies.
Why integrating personal interests can enhance a company's culture and branding.
How consultancies act as navigators through rapid technological advances.
Why there's a blend of excitement and anxiety regarding automation in the advertising industry.
How the authentic human touch remains essential in storytelling.
How smaller agencies can integrate AI without compromising their human-driven approach to sales.
Why agencies face the challenge of maintaining quality in the face of automation.
How AI is affecting advertising quality, potentially leading to consumer backlash against inauthentic ads.
Why human creativity and emotional resonance are irreplaceable in effective advertising campaigns.
The harms of believing the narrative of full industry automation.
How embracing AI tools and strategic consultancy can solve specific client problems effectively.
Why agencies should support internal debate and transparency about AI's role and potential impacts.

Kate Ross on LinkedIn: https://www.linkedin.com/in/katemhross/