Punk CX: Customer Experience Insights with Adrian Swinscoe Are machines making marketers more human? - Interview with Elizabeth Maxson of Contentful
Nov 25, 2025
Elizabeth Maxson, CMO at Contentful, dives into how AI is reshaping marketing. With a rich background from Salesforce and Tableau, she discusses their research on whether AI makes marketers more human. Topics include the migration from AI experimentation to implementation and the challenge of managing an ever-growing toolkit. Elizabeth emphasizes the importance of emotional resonance in AI-generated content and how personalization can enhance customer experiences without feeling invasive. She also contrasts marketing strategies between Europe and the U.S., urging teams to prioritize human connections.
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AI Amplifies Marketers Not Replaces Them
- AI can amplify marketers rather than replace them when used thoughtfully.
- Contentful's research shows AI reduces fear when positioned to augment human creativity.
Embed AI Into Workflows
- Embed AI into workflows to move beyond experimentation and gain speed.
- Keep a human in the loop to focus on quality rather than volume of content.
Tool Count Matters Less Than Goals
- The most successful marketing teams optimize tech stacks and typically use six to ten tools.
- Tool counts vary wildly but culture and goals matter more than the number of tools.