Episode Overview

Podcast: MarTech Podcast ™ // Marketing + Technology = Business Growth
Episode Title: The most overhyped AI use case in marketing right now
Host: Benjamin Shapiro
Guest: Dave Steer, CMO of Webflow
Air Date: October 21, 2025

This episode digs into current trends in AI-powered marketing, specifically challenging the most "overhyped" use case. With sharp insights from Dave Steer, the conversation focuses on the actual value AI brings (and where the hype falls flat) in marketing, emphasizing the need for strategic, workflow-driven approaches rather than simply content generation.

Key Discussion Points & Insights

The State of AI in Marketing

• Premise: Marketers are rushing to adopt AI, but not all applications deliver equal value.
• Guest’s Perspective: Dave frames AI-generated content as a “first inning” or entry point, not the ultimate destination for innovation.

Most Overhyped AI Use Case: Content as an End Goal

[01:44–01:52]

• Benjamin Shapiro: “What’s the most overhyped AI use case in marketing right now?”
• Dave Steer: “Content as an end goal.”

Explanation:

• Dave Steer elaborates:
  • While using AI to generate content is a popular and accessible entry point, it’s far from the full picture of AI’s disruptive potential.
  • The real value emerges when AI is used to orchestrate, not just create—that is, when marketers leverage AI to build workflows, integrate teams, and personalize customer experiences.
• Quote:

  “It is not all nine innings. It is the first inning. It's your way of getting onto the field.” (Dave Steer, [01:55])

Beyond Content: The Next Level for AI in Marketing

[01:55–02:26]

• Agentic AI and Workflows:
  • Dave highlights “agentic AI” and integrated workflows as the next big leap—these technologies empower marketers to coordinate complex touchpoints and campaigns across channels.
  • The role of marketers shifts: instead of creating content directly, they become the “orchestrator” driving customer-centric experiences at scale.
  • “Putting the marketer at the center of orchestrating a whole set of customer experiences.” (Dave Steer, [02:16])

Host’s Reinforcement:
[02:26–02:56]

• Benjamin Shapiro notes his own shift as a marketer, spending more time designing orchestrations and workflows for AI—giving it context—over simply using it for producing copy or show notes.
• Quote:

  “It's all about creating the workflows that automate those tasks being done for you. So you can be the editor of the output as opposed to the creator.” (Benjamin Shapiro, [02:38])

Notable Quotes & Memorable Moments

| Timestamp | Speaker | Quote | |-----------|-------------------|--------------------------------------------------------------------------------------------------------| | 01:50 | Dave Steer | “Content as an end goal.” | | 01:55 | Dave Steer | “...content is a good entryway into AI adoption...But it is not, it's not all nine innings. It is the first inning. It's your way of getting onto the field.” | | 02:14 | Dave Steer | “The bigger opportunities for us are in agentic AI, AI workflows, bringing teams together, putting the marketer at the center of orchestrating a whole set of customer experiences.” | | 02:38 | Benjamin Shapiro | “It's all about creating the workflows that automate those tasks being done for you. So you can be the editor of the output as opposed to the creator.” |

Timestamps for Important Segments

• 00:25 — Introduction & advertiser success stats
• 01:15 — Guest introduction: Dave Steer, CMO of Webflow
• 01:44 — Lightning round: Most overhyped AI use case in marketing
• 01:50 — "Content as an end goal" discussion begins
• 02:26 — The move toward AI-powered workflows and orchestration
• 02:56 — Host agreement and expansion on workflow strategy

Episode Tone & Closing Thoughts

The episode is direct, practical, and colloquial. Dave and Benjamin cut through the hype, focusing on actionable strategy rather than easy wins. Listeners are encouraged to see AI as a tool for orchestrating bigger, integrated outcomes rather than simply revving up the content machine.

Final takeaway:
Marketers eager about AI should shift their attention from content generation to developing and managing smart, contextual workflows that put the marketer at the heart of personalized, automated experiences.

For more information:

• Connect with Dave Steer: [LinkedIn] (see show notes)
• Learn about Webflow: webflow.com

Next Steps for Listeners:
Consider how AI can help you orchestrate your marketing—beyond just creating more content—by building workflows that automate, personalize, and put your expertise front and center.