Podcast Summary

Episode Overview

Podcast: B2B Agility with Greg Kihlström™: MarTech, E-Commerce, & Customer Success
Episode: #64 - Successful AI Adoption Requires Human Ingenuity
Guest: Nicole Brown, Senior Consultant at Cella by Randstad Digital
Date: October 7, 2025

This episode explores the evolving landscape of AI adoption in B2B marketing, focusing on the essential role of human creativity, leadership, and strategy. Host Greg Kihlström and guest Nicole Brown break down insights from the 2025 Cella Intelligence Report, highlighting why human ingenuity and organizational culture are still critical, even as AI capabilities accelerate. The conversation tackles barriers to adoption, the trust gap in AI outputs, the evolution of roles and skills, challenges around data and measurement, and the future operation of in-house creative teams.

Key Discussion Points & Insights

1. The Current State of AI in Marketing

Timestamps: 02:10 – 04:12

• Adoption is Growing, but Expertise is Rare:
  The Cella Intelligence Report reveals only 5% of creative professionals feel highly proficient with AI.
• Leadership’s Role:
  Nicole emphasizes that leaders must define not just the "what," but also the "how" of AI adoption—setting clear strategies, standards, and expectations.

  “...from our leaders defining what good is. So really what is that AI or innovation strategy for our organization?” – Nicole Brown (02:36)

• Skills & Bandwidth Challenges:
  48% of teams prioritize upskilling current staff over hiring external AI talent due to bandwidth, burnout, and competitive hiring market.
• Change Fatigue:
  Teams are stretched thin and experiencing change fatigue, making AI training hard to prioritize despite its importance.

2. Trust, Accountability, and the Limits of AI

Timestamps: 04:12 – 06:50

• Greater Trust in AI for Ideation than Research:
  AI is valued for brainstorming and rapid idea generation, where creative teams can comfortably “test” but always add human curation.
• Human-AI Collaboration Workflow:
  • Human creates the brief
  • AI generates ideas
  • Human curates and improves
• Lingering Skepticism in Research:
  AI is less trusted for research and insights because it can't be held accountable—humans remain responsible.

  “Will AI ever be accountable? No, it will not. We will be accountable.” – Nicole Brown (05:30)

• Building Trust in AI:
  Trust requires the right tools, training, SME validation, and sometimes even running parallel projects to benchmark AI performance.

3. The Evolving Partnership: Human Ingenuity vs. AI Automation

Timestamps: 06:50 – 09:55

• AI as a "Co-pilot":
  AI augments human creativity but doesn't replace the leadership, accountability, cultural sensitivity, or strategic vision required in creative roles.
• Human Value Adds:
  Inputs, leadership, curation, communication, connection, and accountability will always require a human touch.

  “...cultural sensitivity and again, you know, accountability, I mean, it really is gonna always come back to that. If it won't be accountable, then we will.” – Nicole Brown (08:53)

4. Emerging Roles & Skills in an AI-powered Landscape

Timestamps: 09:55 – 11:44

• Evolution Over Elimination:
  AI isn’t necessarily replacing jobs but morphing roles—expect more strategic and broad channel oversight.
• Rise of Skills-based Organizations:
  Less focus on rigid job titles, more on adaptable skill sets and soft skills like communication and leadership (often undervalued but now critical).
• AI Enables Elevation:
  AI allows professionals to shed non-value-added work, shifting towards strategy and creativity.

  “I don't see AI doing anything in my job that I don't really want to do anyway.” – Nicole Brown (11:22)

5. Persistent Data & Measurement Challenges

Timestamps: 11:44 – 14:25

• Barriers to Data-Driven Culture:
  Lack of in-house analytics expertise and difficulty integrating data remain top hurdles for marketing teams.
• Silos and Integration Problems:
  Data often stuck within teams, not connected to broader company strategy—critical for maximizing AI’s potential.

  “Your data wants to flow and connect and it doesn't want to be introverted to your team.” – Nicole Brown (14:09)

6. Importance of Feedback Loops & Continuous Improvement

Timestamps: 14:25 – 17:03

• Retrospectives are Lacking:
  Only 28% of respondents hold regular project retrospectives, missing chances for iterative improvement.
• Advocacy for Continuous Improvement:
  Nicole champions retrospectives for fueling innovation and cross-functional collaboration. Even small changes compound into major impact over time.

  “Continuous improvement is what will save you… Do not ever discount the power of small changes.” – Nicole Brown (16:28)

7. Impact of AI on In-House Agency Models

Timestamps: 17:03 – 19:49

• Strategic vs. Execution Focus:
  Teams must decide whether to focus on high-value strategy/brand stewardship, or execution (where AI can automate low-value tasks).
• External Agencies & Competition:
  AI may make external agencies more nimble and competitive than cumbersome internal teams unless in-house models adapt quickly.
• Future-proofing the Team:
  Leaders must anticipate change and structure teams for agility, not just present-day needs.

8. Biggest Opportunities and Pitfalls in Preparing for the AI Future

Timestamps: 19:49 – 21:52

• Avoiding Sameness:
  AI-driven content risks bland uniformity—winning teams use AI to elevate creativity, not just productivity.
• Operational Rigor is Essential:
  Laying the groundwork in data, processes, and prioritization is key—many teams ask for AI but lack required foundations.

  “My biggest concern for everyone...is do these teams have the operational rigor in place to set up these tools, to implement them, to change?” – Nicole Brown (20:56)

9. Final Thoughts: Practicing Agility & Staying Ahead

Timestamps: 22:59 – 24:41

• Always Adapt and Look Outside Your Industry:
  Nicole suggests that staying agile means borrowing best practices from other verticals and dedicating time for experimentation—even when it’s uncomfortable.

  “There is some level of just you got to get in there and get your hands dirty and really try to figure it out.” – Nicole Brown (24:05)

• Free Up Time for What Matters:
  Automate non-value work; focus on creativity, strategy, improvement.

Notable Quotes & Memorable Moments

• On AI Accountability:
  "Will AI ever be accountable? No, it will not. We will be accountable."
  – Nicole Brown, 05:30

• On Human vs AI Value in Creativity:
  "Cultural sensitivity and again, you know, accountability, I mean, it really is gonna always come back to that. If it won't be accountable, then we will."
  – Nicole Brown, 08:53

• On Role Evolution:
  "I don't see AI doing anything in my job that I don't really want to do anyways."
  – Nicole Brown, 11:22

• On Continuous Improvement:
  "Continuous improvement is what will save you... Do not ever discount the power of small changes."
  – Nicole Brown, 16:28

• On Data Siloes:
  "Your data wants to flow and connect and it doesn't want to be introverted to your team."
  – Nicole Brown, 14:09

• On Operational Foundations for AI:
  "Do these teams have the operational rigor in place to set up these tools, to implement them, to change?"
  – Nicole Brown, 20:56

Useful Timestamps for Key Segments

• AI Adoption & Organizational Barriers: 02:10 – 04:12
• Trust and Accountability in AI Use: 04:12 – 06:50
• The Human-AI Partnership: 06:50 – 09:55
• Evolving Roles & Essential Skills: 09:55 – 11:44
• Data, KPIs & Measurement Difficulties: 11:44 – 14:25
• Feedback Loops & Project Retrospectives: 14:25 – 17:03
• AI’s Impact on In-House Agency Models: 17:03 – 19:49
• Preparing for the Future—Opportunities & Pitfalls: 19:49 – 21:52
• Remaining Agile & Final Advice: 22:59 – 24:41

Summary Takeaways

• Human leadership and strategic thinking remain indispensable, even as AI reshapes B2B marketing.
• Trust in AI’s creative potential is growing, but skepticism remains for research, insights, and accountability.
• AI will elevate roles—enabling a shift from tactical execution toward higher-value and more strategic functions.
• Continuous feedback, cross-team data flow, and small, steady improvements are the foundation for sustained success.
• Preparing now—by building operational rigor and focusing on foundational data and processes—sets teams up to leverage AI’s full potential.
• Agility means experimenting, learning from other industries, and always making space for improvement and iteration.