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Guest: Steve Zich, Chief Marketing Officer, Capital Credit Union
Host: Ankur Patel, CEO & Founder, Multimodal

00:00 Intro
00:38 What a credit union marketing operation actually owns
01:34 Filtering AI signal from marketing theater — Steve's three filters
05:06 Differentiating brand voice in a world driven by AI
07:56 Rolling out Jasper
12:56 Measuring ROI
14:29 Content cannibalization
16:45 What good personalization actually feels like
21:49 Personal vs. creepy — drawing the line in member outreach
24:34 Competing with big banks and fintechs on community + data
33:17 The fear narrative around AI
38:57 Why generations are shrinking
40:23 Closing