The most overhyped AI use case in marketing right now

Summary

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.

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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])

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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.” |

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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

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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.

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For more information:

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

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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.

Transcript

[I Hear Everything Network Announcer]

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[Dave Steer]

From advertising to software as a service to data, across all of our programs and clients, we've seen a 55 to 65% open rate. Getting brands authentically integrated into content performs better than TV advertising.

[Benjamin Shapiro]

Typical lifespan of an article is about.

[Dave Steer]

24 to 36 hours. We're reaching out to the right person with the right message and a clear call to action. Then it's just a matter of timing.

[I Hear Everything Network Announcer]

Welcome to the Martech Podcast, a member of the I Hear Everything Podcast network. In this podcast, you'll hear the stories of world class marketers that used technology to drive business results and achieve career success. Here's a host of the Martech Podcast, Benjamin Shapiro.

[Benjamin Shapiro]

I'm Benjamin Shapiro and joining me today is Dave Steer, the CMO of webflow, which is a platform helping marketing teams build and optimize websites with enterprise grade performance and AI driven personalization. And today Dave is going to show us how to navigate the AI boom and deliver digital experiences that move the needle. Dave, I want to move on to our lightning round where I'm going to ask you a couple of questions about navigating the AI boom. Are you ready?

[Dave Steer]

I'm ready. I think, I think I'm ready. Yes.

[Benjamin Shapiro]

All right, here we go. What's the most overhyped AI use case in marketing right now?

[Dave Steer]

Content as an end goal.

[Benjamin Shapiro]

Content as an end goal. Explain.

[Dave Steer]

I mean, again, content is a good entryway in AI adoption, AI usage. But it is not, it's not all nine innings. It is the first inning. It's your way of getting onto the field. But 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. And so I think it's above and beyond our content itself.

[Benjamin Shapiro]

I couldn't agree with you more. I'm spending so much more time building orchestration and workflows to give context to a large language model than I am actually working in a large language model, saying, hey, give me my show notes, give me my LinkedIn copy, whatever it is. 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.

[Dave Steer]

Yeah, absolutely.

[Benjamin Shapiro]

That wraps up this episode of the Martech Podcast. Thanks for listening to my conversation with Dave Steere, the CMO of webflow. If you'd like to get in touch with Dave, you could find a link to his LinkedIn profile in our show notes or on martechpod.com or you could visit his company's website, which is webflow.com and if you haven't subscribed yet and you want a daily stream of marketing and technology knowledge in your podcast feed, hit the subscribe button in your podcast app. Or Visit us on YouTube, where we'll be back in your feed next week. All right, that's it for today, but until next time, my advice is to just focus on keeping your customers happy.

[I Hear Everything Network Announcer]

Foreign thanks for listening to the Martech Podcast and I hear everything. Production Looking to launch or scale a podcast like this one for your brand? Then visit iheareverything.com.