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This is your go-to podcast for all things marketing, branding, and customer experience. We’re bringing you honest and fun conversations with bite-sized insights. Hosted by BrightSign’s CMO Brian Rowley and Head of Integrated Marketing Laura Smith, you’ll hear from industry pros, creatives, and innovators about what’s actually working in today’s evolving, digital-first world. No fluff — just real insights on how brands are connecting with audiences and driving growth. Tune in for fresh ideas, big thinking, and all the tips you need to take your marketing game to the next level.
Use it to help you, but don't make it the default because you'll get into that. You'll use it as a crutch, and I think that's where it becomes a little bit dangerous.
Brian Rowley:Welcome to Prose + Comms: Engagement, Unplugged. I'm Brian Rowley.
Laura Smith:And I'm Laura Smith.
Brian Rowley:So Laura, today is a little bit different. It's just the two of us. So we don't have a guest. So we've got a lot of things to cover here. But I want you to be honest with me here for a second.
Brian Rowley:Right now on your computer, how many tabs do you have open that are some type of an AI tool?
Laura Smith:Hold on. I've got like two browsers open.
Brian Rowley:So You're not supposed to have any browsers open because we're recording a podcast. So you
Laura Smith:gotta be able to multitask. Already. No. I have two, three actually AI tabs open right now.
Brian Rowley:Yeah. I mean, same here. I have two or three, that are always open. And I think what we're seeing is, you know, AI is actually everywhere now, whether it's people using it for brainstorming or researching or knocking out sort of a first draft or something in a really fast timeline. It's basically, I would say, sort of become sort of that unpaid intern that you and I have always wanted, right?
Brian Rowley:Like someone who's there all the time that can sort of help us. But here's where many people actually get stuck. And that is, I think if every marketer that's out there has access to the exact same tools, does creativity get any easier? Or does style and strategy actually matter more now than they ever have? And that's what Laura and I are going to get into today.
Brian Rowley:It's how AI is actually changing what it means to be a marketer. A little bit of a spoiler alert. We actually have some opinions on this. Shocking. Surprise, surprise.
Brian Rowley:Yeah, exactly. But let's jump in. Let's start with something that's probably a little bit more practical. Like how are you actually using AI in your day to day marketing work like right now?
Laura Smith:Yeah. And I think we've talked about this a bit, right, with some of our guests. It really, I think Mhmm. It's evolving because it really started as more of that, how do I better improve my content writing? Because I think a lot of what we do is writing and communication.
Laura Smith:So it started that way, and then it's kind of morphed into, okay, how do I use it for more of the research to help me ideate and start to get some ideas or strategy in place? So I feel like it's it's and I use it for both now or both, you know, kind of like both and all, if you will, because I think the writing piece is super helpful. I have to gut check. I always start myself though. I don't ever just ask AI to start something for me, we'll kinda get into the do's and don'ts and why and why nots.
Laura Smith:Because I think I really have to get my what it's really helped me with is like, I have these thoughts, and I have a little bit of like all this stuff going on in my head. And so getting it out there and then having the tool, whichever, you know, whatever one I may use, help me kind of craft that in a better communicative way, I guess I would say. But as I've advanced into, okay, I don't just need it for the writing because I feel like I'm all I've always been a writer. I feel like I can write a lot, and yes, it can help me improve in certain ways. But I think it's the research piece that's taken it to another level.
Laura Smith:And you know that we have now instituted, you know, using Claude at an enterprise level at the organization. And I feel like Claude does that no matter what conversation or what use you are having them basically do for you. So if it's like, help me with an idea, it's based in research. If it's okay, now now I'm kind of down this in this road of, okay, think about the research. And how does that research make me think about what my original plan was?
Laura Smith:It's not just answering my question. So I think it's kind of evolving into both places, I guess, if I talk about research and writing, but that inherently then helps shape strategy too.
Brian Rowley:Yeah. I
Laura Smith:think So long winded.
Brian Rowley:No. No. I think we're on the same page here. I think one of the things that for me, it actually, maybe a little bit differently, because sometimes some of the hardest things for me are just getting started. So like, where do I, like, what is the foundation or what's the layout or what am I trying to accomplish here?
Brian Rowley:And I feel with some of the AI tools that are out there right now, I'm not necessarily starting from a blank page because I can actually just put in there, hey, this is what I'm trying to accomplish. What's a good layout or format or something like that, that I should and then that actually just gets me started, in the approach versus using it for like, okay, I have 1,200 words that I need to use. And this is what I like. I don't use it that way at all. And I think we actually have found that there are different tools that we use for different things.
Brian Rowley:Some return better than others. But honestly, for me, it's actually, it's the things that used to take a huge amount of time are the things that I think it actually works really well for, you know, just quick reviews of something, or how do I format this from, you know, something that we're going use on the web to potentially a social piece and like, what should we be doing? Even looking at, like, had this conversation the other day, how do we make sure that things don't get caught like in spam or something like that? And what are recommendations associated with that? So some of that work would take a ton of time.
Brian Rowley:And I think it really has helped us a lot in that place.
Laura Smith:Yeah. And I think you said something interesting and very, you know, true and honest is that it's making us faster. Right? So there's there's efficiency there. We can do things faster, review things faster, get a quick answer.
Laura Smith:But I controversially will bring up the fact, I don't know if it's making us better.
Brian Rowley:I agree.
Laura Smith:I think it depends on how people use it. So I think it's, yes, AI can make us faster. There's like no doubt. No one no one can even, you know, doubt that and question that. But real really, the the whole topic of the conversation is about, is AI an editor or is it a creator?
Laura Smith:Like, how are we using it? And when you think about editing, that's obviously fast. But are we using it to create enough? So it is making us better. It is making the work better.
Laura Smith:And that's, I think, a little bit of the controversy in the marketing space in general between marketing creatives and such. Like, sure, we can be a lot more efficient. But are we getting our bang for our buck when it comes to, like, that creativity piece?
Brian Rowley:Well, do you feel like you're writing less? Or or you're just editing more of what AI produces? I mean, I don't think I'm writing any less.
Laura Smith:No. I don't think I'm writing any less. No. Absolutely not. I think that that's like I think the role and the work we have to do is we have to do it, but we might be able to do it quicker because we have drafted something, you know, put it in a tool, and then and then it improves it within seconds versus having to go three revs on your on your own.
Laura Smith:Yeah. But I think it's really that, like, the speed versus the output. Mhmm. You know? And I think that's where and that's a little bit of it.
Laura Smith:It's are we confusing the output with creativity? And are we getting are we creative enough? And that that's that's like, obviously, we, Brian, yes, you and I, but are others or are we, like, hindering that creativity because it's a tool that everyone's using and everyone and maybe similar ideas are coming out based on, you know, similar prompts, for example.
Brian Rowley:But I think I I think that the more people use it as sort of that crutch to to sort of to be that voice for them, then I think they are going to lose their creativity. Because I think that the creative element is how you do those prompts. Like, how are because, you know, the topic specifically around, you know, everyone has access to the same tools, like what are we getting out of it, right? Like you and I can look at the same scenario and come out of it with two very different perspectives. I think I've, you know, when we look at things like, okay, let's just look at, you know, everyone could have access to a camera.
Brian Rowley:We carry our phones every day, all day, right? You could shoot the same scene that I shoot. And it will look very, very different because your perspective on that is going to be very different than my perspective on it. So it depends on I think how you prompt that AI tool as to what your outcome is going to be. And I think that's where creativity starts to get in.
Brian Rowley:If you know you're looking for a certain outcome, you've got to get creative around the way you're prompting it. Otherwise, you're just going to get a standard response. And I think that's where people are getting hung up. But I do think that's also how it changes the perspective on that specific conversation.
Laura Smith:Yeah. Because I mean, I do wonder though, like, we're all using the same tools and I don't think we all are. You know, I think this is something we've talked about with our teams and I just brought a new tool to the person that runs our web. Where was the website today? It's like, have you heard of this?
Laura Smith:And I feel like it's like almost you need to do more of that digging and sharing because there are so many tools. There's so many tools. Right? And there's one that are very specific to certain channels, certain technology, etcetera. But if we all are using the same ones, if we're all using Claude, for instance, we're all using ChatGPT, are we all like is it gonna start to become the same type of output and or similar enough that that could cause, like, frustration on, a consumer or a b two b buyers end if they're feeling, oh, I'm seeing the same stuff from some brands.
Laura Smith:And do we blame that on the fact that, like, we're all kinda using similar tools? And to your point, though, I definitely think prompts are key. But some people or a lot of people don't know how to do them uniquely, so we're all kinda maybe saying similar things because we haven't, you know, really honed in on that craft yet, like how to truly prompt. Well, and
Brian Rowley:I think that's where the editing piece actually starts to become even more and more complicated. Because when you're editing the responses that you get out of AI, like you and I, right, are keeping in mind of what is our voice in the market? What is the brand voice in the market? AI can't do that, right? They're not going to be able to give that humanistic.
Brian Rowley:And we've talked about this many times. It's not going to be able to give that humanistic approach. So that's where we're going to have to come in and inject ourselves into that. But I think when you're writing copy, right? I mean, I kind of look at it and say, it actually becomes a newer version of copywriting, but it doesn't change like a good copywriter today, right?
Brian Rowley:They're always looking for clarity, they were looking for audience awareness, tone, brand alignment, all of that stuff. And I think that's where people in marketing roles need to understand their skills and use those skills in the way in which they prompt. Because if that's taken into account in the prompt, then you will get the appropriate response in return.
Laura Smith:Yeah. I think it it's interesting because there's like this this terminology right now, AI slop is what, you know, it's being coined as. I'm doing my air quotes. Mhmm. And it's because people are sensing it now.
Laura Smith:This is where I'm saying, like, I just think it's it's it's becoming too familiar
Brian Rowley:Yeah.
Laura Smith:Because I I I think a lot of the the growth of the opportunity is in how is with how to interact with an AI tool or agent. It's not about just using one. So we have to up the game because it is consumers are seeing I saw a stat today that said consumer enthusiasm for AI generated content has dropped 60% in 2003 to just 26% in 2025. So the enthusiasm drops Yep. 60% to 26%.
Laura Smith:Because I think they're noticing the AI slop, whether that's writing, whether that's creative outputs, commercials, anything that they're seeing. And and I will even say in the b to b space, working with media and journalists, they're also very hyper focused on is this AI? And is there AI in here? And this was this how this primarily was written? And it's a world that we now all have this, like, wall up to protect ourselves to be like, am I falling into an AI trap, or am I really getting this human, you know, genuine thought leadership piece?
Laura Smith:Or am I getting this real on brand kind of experience? So something has to change because if it's this fast that it's already turning, what can we do to make sure that, yes, it's marketers are gonna we're we're just we're just more efficient. So we have to use AI in some format, but how do we stop ourselves from using it and hindering the experience that we're trying to create or, you know, the reaction we're trying to get from somebody?
Brian Rowley:Yeah. I think I think the awareness around AI generated content and the expectations that people have around, like, I don't wanna listen to that is real. I mean, I think you're seeing it. I'll give you an example. I was talking to someone just earlier this week and there was a reduction in force within their organization.
Brian Rowley:And as a result of it, there was a communication that came out to all the employees. And this person was reading it to me. And as they were reading it, I was like, that is a 100% AI driven. Like you can't even they didn't even take the time to go in and adjust it because it was all the buzzwords, right? It was all this, you know, strategic alignment and, you know, this, that and everything else.
Brian Rowley:And if you knew the person who was it was actually coming from and delivering it, it wasn't even the way that they spoke. So it was just, it was so blatantly AI written, which I think tends to lead not only to external audiences, but internal audiences. I think people have to be careful because I think it also can kill culture. And I think that because if true leadership is about that empathetic side of things, it's being authentic, it's being vulnerable, it's being all of those things, AI is not going to do that. And I think that people have to be aware.
Brian Rowley:And I think that's actually a big part of the piece to it as people are working with these tools, making sure what they are actually pushing out as final content doesn't do that because people will, they'll sniff it out a mile away. It's kind of the same thing as, you know, you know, the whole sustainability and people were talking about that and the generations that are very focused on sustainable products and people who are making all these claims right around, you know, they have the environment at hand and people are like, no, you don't. These are the reasons you don't. AI is going be the same thing. It's going to be the next thing that people are constantly going to call people out and people will lose, you know, their audiences if they're not aware of it.
Laura Smith:Yeah. I've read something recently that was, you know, it's the 20% rule. It said commit to starting at least 20% of your work without AI. So you can keep that muscle alive. Yeah.
Laura Smith:It's, you know, how do you make sure you're not relying on it every day for everything? It's challenging ourselves. And I think this is where we have to start, you know again, it's it's like, okay. Everyone's adopting it. We've come that far, which is amazing.
Laura Smith:But now it's how do we caution ourselves to make sure that we're not just using it or question, are we using it as a creative accelerant, or are are we using it as a creative avoidance? Are we trying to avoid using our creative muscles because we know we can put something in and get something out? That's probably okay. So I think it's that like, the bar has to be raised for marketers. I mean, and probably for a lot of people, but, like, obviously, selfishly, it's about us.
Laura Smith:And it's, you know, how how do we raise that bar to make sure that, yes, we're using it because it has so many benefits, but we're not falling into the trap. Because, again, like we're saying, people are calling bullshit on it. And we don't wanna be that marketer or that brand where that's where we're falling in the trap. So I think it takes that that active, you know, keeping the muscles alive and challenging our own team and ourselves of don't just default to it. Use it to help you because you may need, you know, instead of having to go and do all this research on your own or to make whatever you're creating better, but don't make it the default because you get into that, you'll use it as a crutch, and I think that's where it becomes a little bit dangerous.
Brian Rowley:Yeah. And I think there's a perception that's out there of, you know, for for years, many of us, and we still have, we struggle with this a little bit, right? We're always saying, well, we don't have enough content, right? To be able to target all the channels that we are. So we're constantly trying to evolve and create new content and new channels for us to be able to show up at and all of those types of things.
Brian Rowley:But the reality of it is, is sure you can create more content, but good content is still good content and it does matter. And it's not about how much you can produce, but it is still a quality discussion. And I think that's a big thing that people who are sitting in marketing roles need to understand. If someone's pushing you just to push, you know, a lot of content out, I would argue that that's not the right place, right, to be, because that is not the way that you're gonna win in this world of AI.
Laura Smith:You have a question. So like this quote comes up a lot, we've we talked about it. We've read it. That AI won't replace marketers, but marketers who use AI will replace those who don't.
Brian Rowley:100%.
Laura Smith:Do you think that's true?
Brian Rowley:100%.
Laura Smith:I would say I don't think you can be a marketer or not use it.
Brian Rowley:I'm not either.
Laura Smith:So the fact that if you are a marketer that doesn't use it, then I feel like you you're just it's like learning any other skill. Right? You have to continue to advance and evolve your skills. So I 100% agree with you that it's necessary.
Brian Rowley:I think we've all worked with people who, you know, you ask, you know, have you done any have you done this with the AI tool just to double check it? And they'll say no. And you're like, why not?
Laura Smith:Mhmm.
Brian Rowley:I mean, people who aren't using it, think are going to get left behind because I just think it's too powerful. It creates too much efficiencies within businesses and it saves a tremendous amount of time. Again, we talked when we first started this about sort of, it becomes sort of that intern, it becomes the thing that does all the work that takes a ton of time, but doesn't have a ton of value in all cases. And if you're not able to eliminate that so you can focus on the things that really are important, I think I think it's gonna be a problem for people. Yeah.
Brian Rowley:For sure.
Laura Smith:Yeah. So to wrap up, I have a quick question for you. Yeah. If you were to encounter an intern or someone earlier on their career, and they were kind of navigating the changing marketing world and what all, you know, do they have to get sharp skills, etcetera? What advice would you have for them?
Brian Rowley:For me, it's you need to learn the company. You need to understand the products that you're using. You need to get out. You need to talk to customers. You need to understand pain points.
Brian Rowley:None of this has changed, right? Because all of that is gonna make you that much better when you're actually inputting this into an AI model. If you understand what you're trying to solve for, and you really understand the business, then I think from there, you'll actually have a better approach at being able to prompt and get good feedback. How about yourself?
Laura Smith:Yeah. I would say when it comes to, like, tools or technology, I guess, it's just always being curious and figure like I said today, like, was a tool I heard of, and I'm like, I didn't know if I heard of that, but maybe someone else has. So I think it's that, like, always being curious and always digging into what else is out there and how else because when we were growing up in our career, there were very little tools. Like, let's be honest. I mean, the Internet you know, I don't know if it
Brian Rowley:the Internet around when you started rude. That's so rude. Joey. I'm
Laura Smith:just saying I it was like
Brian Rowley:mean, seriously, come on way in here on me. This one. I mean, I know you're trying to be quiet. I'm gonna be muted right now. But Joey, weigh in that.
Brian Rowley:That's that's that's a that's a Laurie, you crossed the line That's across the line. You crossed the line, I might have to edit
Laura Smith:Okay, well, I don't
Brian Rowley:want edit that. Want people to see the real Laura Smith. This is what this is about. This is an AI generator. This is not AI.
Brian Rowley:This human.
Laura Smith:Is Yeah,
Brian Rowley:I never said that.
Laura Smith:Right. But, yeah, it's that curiosity. It's constantly trying to figure out what else is there. And again, it's not to say, like, if use all those new tools, it's to find out what they are and where do they play a role. And maybe they don't because, again, the person I was talking to about a specific AI tool, she was saying she was using it and then she's stopping using it for reasons that, you know, she does not appreciate.
Laura Smith:But, you know, but my mind went to, well, maybe we should dig in on that and see if that works for us because it just could be circumstantially different. So I feel as though they just need to be curious and always try to stay ahead of the curve because they're, you know, young and eager. And I always say, like, I learn a ton from the people who are earlier in their careers than I am because they are bringing forward tools or ideas that are, you know, that are they're more relevant today than they were, years ago. So I think it's the curiosity piece, but it's definitely, you know, leaning into the AI and technology aspect, as they build their career and start to grow.
Brian Rowley:Yeah. I think as we sort of look at this, I mean, I think curiosity is really key. I think understanding, what tools are available to you, how they can help you become more efficient in the roles that you're on, understanding the business that you're representing so that you can represent an authentic view of it. And quite honestly, some of it is getting go back to the basics, right? Go back to the basics of what marketing stands for and what your goal is.
Brian Rowley:And, you know, I've said this a million times, right? It's actually to understand the brand, to promote the brand, to protect the brand, right? All of that is part of what we're doing. This is just another tool to help you do that. So for those of you that are out there, thanks for listening.
Brian Rowley:And most importantly, if you like what you heard today, be sure to follow us.